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Scenario D:
Reinventing Pharma
The landscape of the pharmaceutical industry has
completely changed. Pharmacogenomic research has
SCENARIOS fulfi lled its promise and is now a core part of the indus- What new Key Resources What are the attributes
of a competitive Value
try. Personalized drugs tailored to individual genetic
profi les account for a large portion of industry revenues. and Key Activities will pro- Proposition under the What roles will Customers
new landscape?
188188 All this has increased the importance of prevention—and vide a competitive advan- and Customer Relation-
tage when personalized
is partially replacing treatment, thanks to substantially ships play when personal-
drugs and prevention are ized drugs are an industry
DESIGN improved diagnostic tools and a better understanding of the industry’s main focus? mainstay?
the links between diseases and individual genetic profi les.
These two trends—the rise of personalized drugs KPKP KAKA VP VP CRCR CSCS
and the increasing importance of prevention—have
completely transformed the traditional pharmaceutical
manufacturing business model. The twin trends have
had a dramatic impact on pharma’s Key Resources and KR KR CH CH
Activities. They’ve transformed the way drug makers
approach customers and provoked substantial changes
in how revenue is generated.
C$ R$ R$
The new pharma landscape has taken a heavy toll on
incumbents. A number were unable to adapt quickly
enough and disappeared or were acquired by more agile How will revenues be
players. At the same time, upstarts with innovative Which partnerships will generated when the focus
maximize the effectiveness How will the Cost Structure
business models were able to acquire signifi cant market is on personalized drugs
of a drug company’s new of a pharmaceutical compa-
share. Some were themselves acquired and integrated ny’s business model change and prevention?
business model?
into the operations of larger but less nimble companies. under this new landscape?
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