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which technologies how are customers
are likely to improve reacting to new tech-
which new key value proposition nological develop-
Main Qs Pharmaceutical Industry Landscape resources and competitiveness in ments in the pharma-
activities will prove the evolving pharma ceutical industry?
technology trends Identifi es technology trends that could threaten your What are the major technology trends both inside and › Emergence of pharmacogenomics, declining cost of gene advantageous when landscape?
business model—or enable it to evolve or improve outside your market? Which technologies represent sequencing, and the immenent rise of personalized medicine personalized drugs
important opportunities or disruptive threats? Which › Major advances in diagnostics and diagnostics are
emerging technologies are peripheral customers adopting? › Use of pervasive computing and nanotechnology for the widely used?
injection/delivery of drugs
regulatory trends Describes regulations and regulatory trends that infl uence Which regulatory trends infl uence your market? What ›
› Heterogeneous global regulatory landscape in the pharma-Heterogeneous global regulatory landscape in the pharma-
your business model rules may affect your business model? Which regulations ceutical industryutical industry KP KA VP CR CS
ce
› Many countries prohibit drug companies from marketing Many countries prohibit drug companies from marketing
and taxes affect customer demand? ›
dir
directly to consumersectly to consumers
› Regulatory agency pressure to publish data on unsuccessful Regulatory agency pressure to publish data on unsuccessful KR CH 207
›
clinical trials
clinical trials
societal and Identifi es major societal trends that may infl uence your Describe key societal trends. Which shifts in cultural or › Generally unfavorable image of big drug makers
cultural trends business model societal values affect your business model? Which trends › Growing social consciousness among consumers
might infl uence buyer behavior? › Customers increasingly conscious of global warming, C$ R$
sustainability issues, prefer “green” purchases
› Customers are better informed about drug maker activity
in developing countries (e.g. HIV/AIDS drugs)
which partnerships
socioeconomic Outlines major socioeconomic trends relevant to your What are the key demographic trends? How would › Aging society in many mature markets will become essential
trends business model you characterize income and wealth distribution in your › Good but costly healthcare infrastructure in mature markets when pharmacoge-
market? How high are disposable incomes? Describe › Growing middle class in emerging markets nomics is an integral how will technology
spending patterns in your market (e.g. housing, health- › Large, unsatisfi ed healthcare needs in developing countries part of the industry such as pharmacoge- do advances in
care, entertainment, etc.). What portion of the popula- landscape? nomics, pervasive pharmacogenomics,
tion lives in urban areas as opposed to rural settings? computing, and nano- diagnostics, pervasive
technology affect the computing, or nano-
cost structure of a technology offer new
drug maker’s business revenue opportunities?
model?

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