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Nichebusters vs. Blockbusters

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Product Description

Transformation in the industry is everywhere, driven by healthcare reform, increased regulatory scrutiny, patent expiry cliffs, and thinning pipelines. The old ways of doing anything — drug development, drug research, sales, marketing, launch activities, market research — are no longer effective and need serious revamping.
Enter the nichebuster model — a business paradigm that involves following the science of a disease to determine where a drug can intervene along its pathway to create a positive treatment outcome for a smaller population of patients. The model isn’t new; companies have been looking to smaller targeted indications, sometimes as added indications for their blockbuster drugs, for more than 10 years. What is new is the industry’s increased focus on reinventing its commercial strategies, and the nichebuster model has moved front and center of this focus.
A recent IMS Health special report, Understanding New Commercial Models in the Pharmaceutical Industry, shows that the industry has been trying outmoded methods for building revenue over the past few years with…

Sidebar:
The Industry’s Failed Responses to a Changing Market

Sound Bites From The Field
Steve Davis is VP and ­General Manager, Life ­Sciences, at Humedica, a next-generation clinical informatics company. For more information, visit humedica.com.
Robert Dickinson is Client Service Officer, Life-Sciences Practice, of Grail Research, a global strategic research and decision-support firm and subsidiary of Integreon Inc. For more ­information, visit grailresearch.com.
Jim Mercante is Partner of TGaS Advisors, which ­provides benchmarking and advisory services to pharmaceutical ­commercial operations. For more information, visit tgas.com or e-mail vjmercante@tgas.com.

Experts on this topic
Gil Bashe. Executive VP, Makovsky + Company, an independent global public relations, investor ­relations, and branding consultancy, specializing in integrated communications programs for the ­financial, professional services, health, technology, and business services sectors. For more information, visit makovsky.com.
Sydney Clark. VP Practice Leader, Commercial Effectiveness, IMS Health, a provider of market ­intelligence to the pharmaceutical and healthcare industries. For more information, visit imshealth.com.
Harris Kaplan. President, CEO, Healogix, a global healthcare marketing research and consulting firm created to meet the needs of executives facing real development and marketing decisions. For more information, visit healogix.com.
Sushiel Keswani. Executive Director, Advisory Services, Life Sciences Customer Domain, Ernst & Young Advisory Services, which helps organizations form the right alliances, access funding, and gain insight into the market and regulatory environment of today’s dynamic health-sciences market. For more information, visit ey.com.
Bill Little. President, Delta Marketing Dynamics Inc., a full-service marketing research company ­serving the pharmaceutical, biotechnology, and healthcare industries. For more information, visit deltamarketingdynamics.com.
Juliana Mastroserio. Senior Manager, ­Marketing Research, Johnson & Johnson, a family of companies that offers medicines to treat many of the world’s most serious and widespread diseases. For more information, visit jnj.com.
Trevor Mundel. Global Head of Development, Novartis AG, which provides healthcare solutions that address the evolving needs of patients and societies. For more information, visit novartis.com.
Richard Vanderveer, Ph.D. CEO, GfK ­Healthcare, a provider of integrated healthcare ­marketing research. For more information, visit gfkhc.com or e-mail richard.vanderveer@gfk.com.

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