Corporate Strategy: The Future of Drug Industry Research and the Zeneca Response
| Autor: | David C. U'Prichard, Linda M. Pullan |
|---|---|
| Rok vydání: | 1997 |
| Předmět: | |
| Zdroj: | Research-Technology Management. 40:35-39 |
| ISSN: | 1930-0166 0895-6308 |
| DOI: | 10.1080/08956308.1997.11671168 |
| Popis: | Today's drug discovery research organization must consider what the healthcare business will look like in 2015. David C. U'Prichard and Linda M. Pullan OVERVIEW: Increased cost pressures, more informative and expensive clinical data, and many competing drug classes require flexible, innovative research in the pharmaceutical industry. Fortunately, new tools for drug discovery and the increasing linkage of disease to specific genetic defects are enabling more efficient innovation in drug discovery. Adapting to these pressures and opportunities, Zeneca Pharmaceuticals Research changed its structure and portfolio management to ensure speed, quality and quantity in new drug discovery. New research collaborations provide new targets, technologies and drug candidates. Research projects are analyzed operationally for risk and reward, resource allocation and portfolio balance. A broader strategic review studies the disease areas and their underlying biological effects for their potential values, synergies and fit with Zeneca's business strengths. Today's research in the pharmaceuticals industry must aim at healthcare years from now. The complexity of drug discovery for human disease, the long clinical trial process, and the hurdles for regulatory approval imply that Zeneca research should be shaped today to provide new drugs more than a decade away. For today's research organization, it is important to consider what the healthcare business will look like in 2015. The Zeneca business vision for healthcare in 2015 assumes continuation of current trends, such as continued ascendance of powerful payers and total disease management. Scott-Levin Associates (a market research firm based in Newtown, Pennsylvania) reports that already more drug prescriptions are paid for by private third parties, such as insurance companies and employers, than by patients and the government combined (l). Managed care will continue to grow to be ever more dominant and will force a strong focus on healthcare cost containment. Improvements in information technology will provide greater access to detailed healthcare information to both providers and patients; this too will push forward cost-effective treatments. Consumers will be highly educated and demand a sharper cost-benefit focus for new therapies. The consolidation of healthcare suppliers will continue to be important, driven by advantages of scale. However, innovation by healthcare suppliers will be more important than size. These trends-cost pressures, increased access to information and educated consumers-will lead to pressures for faster and more informative (and expensive) clinical data in healthcare delivery. Medical management will move from a measurement of a single physiological endpoint (such as hypertension) to improving morbidity and mortality with a cost-effective treatment, and increasingly, individualized, tailored therapies. Those patients who require intensive management will be treated at centers of excellence specializing in the treatment of one or a few diseases. The pharmaceutical industry in 2015 will require quick and focused drug discovery. As in other industries, the industry will use outsourcing to meet its resource demands with flexibility throughout the value chain of drug discovery, development and marketing. The industry will have pushed regulators around the world to allow rapid development, with harmonized trials to meet the demands of multiple regulatory bodies. The world regulators will increasingly respond to the political pressure for rapid review and approvals. Finally, the pharmaceutical industry will exploit the synergies of R&D with downstream healthcare management. (Zeneca has invested in Salick Cancer Centers and Stuart Disease Management, in part to exploit the synergies with R&D.) R&D Overcapacity To succeed in the healthcare environment of 2015, Zeneca must also deal with the pressures developing today. … |
| Databáze: | OpenAIRE |
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