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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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