Walter Armstrong of Pharmaceutical Executive Magazine has written an interesting article on the outlook for the biopharmaceutical industry in 2008 and the challenges it faces. The article argues that there is a need for fundamental changes within the industry and that, with the new energy and sense of reality found in many C-suites, now is the time to start pursuing them. Most people interviewed for this article (Jan was one of them) agree with this premise, and offer suggested solutions. You can accesss the article via this link.
The solutions involve a continued strong focus on specialty healthcare, with more products for very targeted diseases and, importantly, getting closer to the decision-maker, the physician. Key to accomplishing that is a better understanding of the specialty market place, what therapeutic approaches are taken and why, and what influences the physician decision-making process. This is particularly true in the complex and highly specialized area of oncology.
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