Managing Biotechnology: From Science to Market in the Digital Age
- 5h 53m
- Françoise Simon, Glen Giovannetti
- John Wiley & Sons (US)
- 2017
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.
About the Authors
FRANÇOISE SIMON, PhD, is Professor Emerita, Columbia University and Senior Faculty, Icahn School of Medicine at Mount Sinai. Dr. Simon has over thirty years of experience in working with Fortune 500 companies, new ventures, European and Asian firms, and the United Nations.
GLEN GIOVANNETTI is a partner at Ernst & Young LLP and the EY Global Biotechnology Leader. He has over twenty-five years of experience serving clients in the biopharmaceutical industry on a range of strategic issues.
In this Book
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Foreword
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Digital Evolution of Biotechnology
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Biotechnology Financing Strategies
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Success Through Collaboration
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Precision Medicine
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Precision Marketing
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Patient Centricity Strategies
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Drug Pricing in Context
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Strategic Payer Engagement
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Digital Health Strategies
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Creating Agility Through Data and Analytics
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Conclusion
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References
