Pharma’s traditional strategy of investing heavily in a few molecules, promoting them aggressively and turning them into blockbusters worked well for many years. But today, productivity has plummeted, and the worldwide marketplace has changed dramatically.
In response, the industry must improve its understanding of disease, reduce R&D costs and funnel innovation into its pipeline. It must tap emerging markets and switch from selling medicines to improving outcomes. Few companies will survive without improved stakeholder management and collaboration with nontraditional partners.