A comprehensive overview of the new business context for biopharma companies, featuring numerous case studies and state-of-the-art marketing models Biotechnology has developed into a key innovation driver especially in the field of human healthcare. But as the biopharma industry continues to grow and expand its reach, development costs are colliding with aging demographics and cost-containment policies of private and public payers. Concurrently, the development and increased affordability of sophisticated digital technologies has fundamentally altered many industries including healthcare. The arrival of new information technology (infotech) companies on the healthcare scene presents both opportunities and challenges for the biopharma business model. To capitalize on new digital technologies from R&D through commercialization requires industry leaders to adopt new business models, develop new digital and data capabilities, and partner with innovators and payers worldwide. Written by two experts, both of whom have had decades of experience in the field, this book provides a comprehensive overview of the new business context and marketing models for biotech companies. Informed by extensive input by senior biotech executives and leading consultancies serving the industry, it analyzes the strategies and key success factors for the financing, development, and commercialization of novel therapeutic products, including strategies for engagement with patients, physicians and healthcare payers. Throughout case studies provide researchers, corporate marketers, senior managers, consultants, financial analysts, and other professionals involved in the biotech sector with insights, ideas, and models. JACQUALYN FOUSE, PhD, RETIRED PRESIDENT AND CHIEF OPERATING OFFICER, CELGENE "Biotech companies have long been innovators, using the latest technologies to enable cutting edge science to help patients with serious diseases. This book is essential to help biotech firms understand how they can-and must-apply the newest technologies including disruptive ones, alongside science, to innovate and bring new value to the healthcare system." BRUCE DARROW, MD, PhD, CHIEF MEDICAL INFORMATION OFFICER, MOUNT SINAI HEALTH SYSTEM "Simon and Giovannetti have written an essential user's manual explaining the complicated interplay of the patients who deserve cutting-edge medical care, the biotechnology companies (big and small) creating the breakthroughs, and the healthcare organizations and clinicians who bridge those worlds." EMMANUEL BLIN, FORMER CHIEF STRATEGY OFFICER AND SENIOR VICE PRESIDENT, BRISTOL-MYERS SQUIBB "If you want to know where biopharma is going, read this book! Our industry is facing unprecedented opportunities driven by major scientific breakthroughs, while transforming itself to address accelerated landscape changes driven by digital revolutions and the emergence of value-based healthcare worldwide. In this ever-changing context, we all need to focus everything we do on the patients. They are why we exist as an industry, and this is ultimately what this insightful essay is really about." JOHN MARAGANORE, PRESIDENT AND CHIEF EXECUTIVE OFFICER, ALNYLAM PHARMACEUTICALS "Since the mapping of the human genome was completed nearly 15 years ago, the biotechnology industry has led the rapid translation of raw science to today's innovative medicines. However, the work does not stop in the lab. Delivering these novel medicines to patients is a complex and multifaceted process, which is elegantly described in this new book."
Table of Contents
FOREWORD BY PHILIP KOTLER XI PREFACE XIII ACKNOWLEDGMENTS XVII PRAISE XIX ABOUT THE AUTHORS XXI PART 1 NEW MODELS FOR NETWORKED INNOVATION CHAPTER 1 DIGITAL EVOLUTION OF BIOTECHNOLOGY 3 Industry Applications 5 Impact of Megatrends 6 Digital Health Opportunities 6 Infotechnology Initiatives in Healthcare 8 Disruption Risk from Infotech 8 Technology Strategies 11 Big Infotech Strategies 12 Conclusion 21 Summary Points 22 CHAPTER 2 BIOTECHNOLOGY FINANCING STRATEGIES 24 The Long Game 24 Financing Strategies for the Long Term at Alnylam 26 Strategic Decisions 30 Geographic Considerations 33 Sources of Financing 33 A Word about Mergers and Acquisitions 43 Summary Points 44 CHAPTER 3 SUCCESS THROUGH COLLABORATION 46 Alliance Evolution: More Players and New Structures 46 Strategic Alliances: A Stalwart of the Biopharma Industry 50 Janssen and OSE Immunotherapeutics: Deal Strategies in a European Context 52 Alliance versus Acquisition 53 Structure Considerations to Maximize Value 55 Divesting for Focus 55 Doing the Deal 56 Summary Points 65 PART 2 NEW BUSINESS AND MARKETING MODELS CHAPTER 4 PRECISION MEDICINE 69 What is Precision Medicine? 69 Targeted Medicines Multiply but Drug-Diagnostic Pairs are Rare 69 Precision Medicine is Happening at Several Levels 71 Multiple Forces, Beyond Science, are Driving Precision Medicine 72 Digital Precision Medicine 74 Precision Medicine in Practice: Lessons from Cancer 75 Challenges: Scienti?c, Infrastructural, Regulatory, and Commercial 79 Surmounting the Hurdles to Revolutionize Medicine 83 Stakeholder Expansion in Precision Medicine 86 Biopharma Must Drive, not be Driven by, Precision Medicine 87 Precision Medicine's Future 90 Summary Points 92 CHAPTER 5 PRECISION MARKETING 94 Introduction 94 Portfolio Shift to Specialty Products 95 Balancing Evidence and Experience 96 R & D and Commercial Coordination 97 Science is the New Marketing 98 Value of Experience: The Consumer Decision Journey 100 Marketing Beyond the Pill 101 Targeting New Consumer Segments 102 New Physician Segments 102 Dual Branding Models 103 New Launch Strategies 105 Companion Diagnostics 105 Global Organization 108 Multichannel Communications 109 Content Marketing 110 Salesforce Strategies 111 Sustainability Strategies: Beyond the Life Cycle 113 Summary Points 118 CHAPTER 6 PATIENT CENTRICITY STRATEGIES 120 Introduction 120 Patient Centricity Drivers and Barriers 121 Discovery: Understanding Unmet Needs 123 Designing Patient-Friendly Clinical Trials 125 Connecting the Points of Care 130 Understanding the Patient Journey 135 Organizing for Patient Centricity 138 Who Are You Working For? Bristol-Myers Squibb Employee Engagement Initiative 138 Patient Engagement Metrics 140 Organization Models 142 Summary Points 143 CHAPTER 7 DRUG PRICING IN CONTEXT 145 Introduction 145 The Economics of Drug Pricing 146 Competing De?nitions of Product Value Complicate Drug Pricing 153 Proving Ef?cacy in the Real World 155 Setting the Pricing Strategy 157 Analyzing New Pricing Models 160 Drug Pricing in the United States: The Pressure Continues to Build 162 Deployment of New Pricing Strategies 163 Experimental Pricing Strategies 165 Financing the Future: Affordability 169 New Tools for Outcomes-Data Capture 170 Conclusion 171 Summary Points 171 CHAPTER 8 STRATEGIC PAYER ENGAGEMENT 173 Payers Are Not All Alike 173 New Market Forces Increase Payer Power 175 The Increasing Importance of the Consumer in the United States 176 European Payers: High-Level Unity, Low-Level Fragmentation 180 United States Adopts European-Style Cost-Effectiveness Hurdles 181 Payer Engagement Strategies Must be Tailored, Scalable, and Flexible 182 Changing Biopharma-Payer Relationships: From Transactional to Collaborative 185 New Biopharma Organizational Models Needed 187 Biopharma-Payer Engagement Must Move Beyond Experimentation 188 Strategic Payer Engagement Comes in Many Forms 192 Summary Points 193 PART 3 NEW MODELS FOR DIGITAL HEALTH CHAPTER 9 DIGITAL HEALTH STRATEGIES 197 Introduction 197 Biopharma Digital Strategies 197 Digital Impact on Supply Chain Management 200 Digital Transformation of Commercial Activities 201 Consumer-Centered Trends 206 Provider-Centered Strategies: Telehealth 210 Conclusion 213 Summary Points 213 CHAPTER 10 CREATING AGILITY THROUGH DATA AND ANALYTICS 215 Introduction 215 Multiple Forces Converge to Create Data and Analytics Opportunities 216 Healthcare's Four Data Vectors: Volume, Velocity, Variety, and Veracity 218 Extracting Value from Data Requires New Tools 221 The Analytics Continuum: From Descriptive to Prescriptive 223 Arti?cial Intelligence: The Potential to Make Drugs Smarter, Faster, and for Less 225 Data Analytics across the Biopharma Value Chain 226 Data and Analytics Challenges 233 Building an Analytics-First Organization: Cultural not Technical Hurdles 238 Conclusion 242 Summary Points 242 CONCLUSION 243 REFERENCES 246 INDEX 273