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Pharma Business Models
of the Future
C) The Healthy Patient: D) Reinventing pharma:
What kind of Customer Relationship does effective prevention becomes the main What does our Value Proposition look like in this
preventive medicine require? revenue generator new landscape?
Who are the main partners we should involve in What roles will Customer Segments play under our SCENARIOS
developing our business model for preventive medicine? new business model?
What does the shift toward preventive medicine Should we develop relevant activities, such as
imply about the relationship between doctors and bioinformatics and gene sequencing, in-house or 187
187
our salespeople? through partnerships?
DESIGN
personalized medicine personalized medicine becomes
remains a fad a market mainstay
B) My.medicine
A) Business as Usual What kinds of relationships will we have to establish
How will our business model look in the future if with patients?
these two drivers don’t change? Which Distribution Channels are most appropriate
for personalized medicine?
treatment remains the main Which resources and activities, such as bioinformatics
revenune generator and gene sequencing, do we need to develop?
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