- 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
Dedication
In memory of my parents, Yvonne David and Louis Simon
—Françoise Simon
To my wife Lisa, who has been a companion on the Life Sciences journey for over 30 years in multiple cities, with tremendous flexibility, support and patience, including with this project
—Glen Giovannetti
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