Coming down from a long period of sustained growth, the pharmaceutical industry is now feeling the effects of reduced spending during the recession, more stringent government regulations and heightened competitive pressures, both from generics and from the healthcare industry. According to industry research, the impending 2011 “patent cliff” is set to erode $78 billion in global branded sales from drugs facing patent expiry plus $32 billion from continued erosion of already expired brands. Add to that the fact that, with a few exceptions, the pace of blockbuster drugs hitting the market has slowed considerably and the pipelines are drying up. To maintain profitability in the face of slowing sales to 2014, pharma companies have implemented a number of cost-cutting measures as well as strategic repositioning and diversification strategies to boost profitability going forward.
The term sustainability has been around for many decades and has some times been interpreted in most unconventional ways to suit the user’s purposes. Many politicians are advocating to measure and based on those numbers to limit emissions like CO2. While this is certainly an important aspect of sustainability it only covers a very small fraction of the whole story as we shall see further on. For quite a number of corporations it has become one of the top priorities to have a “green” touch because they found out that it can help their image and, interestingly enough, their bottom line.
IMS offers insight to new commercial model and launch excellence initiatives.
In The Art of War, Sun Tzu writes, “Regard your soldiers as your children and they will follow you into the deepest valleys; look upon them as your own beloved sons, and they will stand by you even unto death.” While organizational change rarely demands the ultimate sacrifice, great leaders understand that it can crush or lift the human spirit. As King Solomon wrote, “Where there is no vision the people perish.” (Prov. 28:19 KJV).
It is certainly not a new concept to state that the biopharmaceutical industry is in dire need of transformation, in fact it is a tired concept regularly discussed, but often the pathway to transformation is misunderstood. As shareholder value declines — or remains stagnant at best – and the number of new products introduced continues to hover at modest levels, the industry must transform the basis in which it conducts its research and development processes and think less about clinical strategy and more about a broader concept, what is the best ‘evidence optimization plan.’