- Cover
- Title Page
- Copyright
- Dedication
- Foreword
- Preface
- Acknowledgments
- Praise for Managing Biotechnology: From Science to Market in the Digital Age
- About the Authors
- Part 1: New Models for Networked Innovation
- Part 2: New Business and Marketing Models
- Chapter 4: Precision Medicine
- What is Precision Medicine?
- Targeted Medicines Multiply But Drug-Diagnostic Pairs are Rare
- Precision Medicine is Happening at Several Levels
- Multiple Forces, Beyond Science, are Driving Precision Medicine
- Digital Precision Medicine
- Precision Medicine in Practice: Lessons from Cancer
- Challenges: Scientific, Infrastructural, Regulatory, and Commercial
- Surmounting the Hurdles to Revolutionize Medicine
- Biopharma Must Drive, not be Driven by, Precision Medicine
- Precision Medicine's Future
- Summary Points
- Chapter 5: Precision Marketing
- Introduction
- Portfolio Shift to Specialty Products
- Balancing Evidence and Experience
- R & D and Commercial Coordination
- Value of Experience: The Consumer Decision Journey
- Marketing Beyond the Pill
- Targeting New Consumer Segments
- New Physician Segments
- Dual Branding Models
- New Launch Strategies
- Companion Diagnostics
- Global Organization
- Multichannel Communications
- Content Marketing
- Salesforce Strategies
- Sustainability Strategies: Beyond the Life Cycle
- Summary Points
- Chapter 6: Patient Centricity Strategies
- Chapter 7: Drug Pricing in Context
- Introduction
- The Economics of Drug Pricing
- Competing Definitions of Product Value Complicate Drug Pricing
- Proving Efficacy in the Real World
- Setting the Pricing Strategy
- Analyzing New Pricing Models
- Deployment of New Pricing Strategies
- Experimental Pricing Strategies
- Financing the Future: Affordability
- New Tools for Outcomes-Data Capture
- Conclusion
- Summary Points
- Chapter 8: Strategic Payer Engagement
- Payers Are Not All Alike
- New Market Forces Increase Payer Power
- The Increasing Importance of the Consumerin the United States
- European Payers: High-Level Unity, Low-Level Fragmentation
- United States Adopts European-Stylecost-Effectiveness Hurdles
- Payer Engagement Strategies Must be Tailored, Scalable, and Flexible
- Changing Biopharma-Payer Relationships: From Transactional to Collaborative
- New Biopharma Organizational Models Needed
- Biopharma-Payer Engagement Must Move Beyond Experimentation
- Strategic Payer Engagement Comes in Many Forms
- Summary Points
- Chapter 4: Precision Medicine
- Part 3: New Models for Digital Health
- Chapter 9: Digital Health Strategies
- Chapter 10: Creating Agility Through Data and Analytics
- Introduction
- Multiple Forces Converge to Create Data and Analytics Opportunities
- Healthcare's Four Data Vectors: Volume, Velocity, Variety, and Veracity
- Extracting Value from Data Requires New Tools
- The Analytics Continuum: From Descriptive to Prescriptive
- Data Analytics Across the Biopharma Value Chain
- Data and Analytics Challenges
- Building an Analytics-First Organization: Cultural not Technical Hurdles
- Conclusion
- Summary Points
- Conclusion
- References
- Index
- End User License Agreement
Managing Biotechnology
From Science to Market in the Digital Age
Françoise Simon, PhD
Professor Emerita, Columbia University and Senior Faculty, Icahn School of Medicine at Mount Sinai,
New York, NY
Glen Giovannetti
EY Global Biotechnology Leader
Cambridge, MA
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