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Personalized medicine:business strategies of pharmaceutical
and biotech companies
Dominique Dubois
June 16, 2014
Odgers Berndtson
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Extensive network in life sciences industry
Trends in the pharmaceutical industry
Personalized medicine latest buzzword
Effect on executive searches?
Odgers Berndtson
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What is personalized medicine?
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What is personalized medicine?
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Targeted therapies (e.g. Herceptin)
Specific diagnosis (e.g. Her2)
Companion diagnostics
Effective treatment
Aspinall & Hamermesh, 2007;
Katsios & Roukos, 2010;
Woodcock, 2007
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Subsets of patient groups = fragmented market
Blockbusters running out
More products but less profit?
So what’s in it for the pharmaceutical industry?
Problem statement
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Aspinall & Hamermesh, 2007
Blockbuster: drug with annual revenue >1 US$ billion
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Conceptual model
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Leadership
Business Strategy
Adapted from Morris, 2011
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What is the effect of personalized medicine on the business
strategies of pharmaceutical and biotech companies?
Research question
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Literature & desk research
In-depth interviews
n = 20
RQDA analysis
Methods
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Interview # Function Company
1 Market Access Director CRO*
2 CEO Biotech
3 Associate Medical Science Director Pharmaceutical
4 Medical Director Pharmaceutical
5 Medical Director Oncology Pharmaceutical
6 Vice President Global Scientific Affairs CRO*
7 CSO Biotech
8 Business Development Director Biotech
9 Vice President Research Laboratories Pharmaceutical
10 Group Leader (Oncology) Research institute
11 Medical Director Pharmaceutical
12 CEO CRO*
13 Medical Director Pharmaceutical
14 Principal Scientist Biotech (diagnostic)
15 Senior Director Molecular Diagnostics Medical devices
16 Senior Scientist Biotech
17 Medical Oncologist University Medical Centre
18 Business Unit Director Oncology Pharmaceutical
19 Medical Director Biotech
20 Head of Internal Oncology Department University Medical Centre
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Strategic thinking
Collaboration
Drug <-> companion diagnostic
Solid scientific research
Communication
Society
Uncertainty about economic impact (cost-effective?)
Mixed feelings towards PM
Results
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“Communication is essential to make personalizedmedicine a success, to ensure everyone is aware of what is happening.”- Senior Director Molecular Diagnostics
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Strategic thinking
Workforce
Portfolio management
Therapeutic area dependent
Different for biotech and pharmaceutical company
Results (continued)
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“I think you need a combination of medically educatedpeople and commercially educated people, so preferably a MD MBA.”- Medical Director
“You see that biotech companies are often focussed on science, whereas pharmaceutical companies are thinking more about how they can expand their market potential.”- Business Unit Director
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Research & insight
Molecular biology
Innovation development
Complete product: drug & companion diagnostic
Both closed and open innovation
Results (continued)
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“Progress in research that is being conducted worldwide is used by pharmaceutical companies to develop applications. So they do depend on science.”- Group Leader Molecular Carcinogenesis
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Market development & selling
Regulatory authorities and insurance
companies
Market is definitely shifting to PM
Most growth in oncology, diagnostics and
niche indications
Results (continued)
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“The companies that are able to make the change and develop medicine in a personalized medicine manner, they will survive.”- Senior Director Molecular Diagnostics
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What is the effect of personalized medicine on the business
strategies of pharmaceutical and biotech companies?
More collaboration and communication
Uncertainty about economic impact
Diagnostic area is expanding fast
PM is not relevant for all therapeutic areas
It will not completely take over the industry
Preliminary conclusion
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PM = personalized medicine
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Innovation & market development most relevant concepts
Health care also greatly affected by PM
Hamburg & Collins (2010)
Possible accelerated approval programs for promising drugs
Ferrara (2006)
Coverage policies of insurance companies might change
Companies still hesitant to fully adopt PM
Vogel et al. (2002); Branford et al. (2004); Kalia (2013); etc.
Oncologists remain optimistic about PM
Preliminary discussion
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Limitations:
No health care perspective (doctors or patients)
Telephone/face to face interviews
Time…
Future studies:
Health care perspective
Quantitative research
Start-ups, M&A, novel products, etc.
Pharmaco-economic analysis
Preliminary discussion (continued)
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Finish the report (conclusion/discussion)
Business development plan
Research assistant
The next 6 weeks
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Marit Fretz & Michaël Mellink
Dr Theo Groen
Odgers Berndtson
Acknowledgements
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Questions?
“It will revolutionize the diagnosis, prevention and treatment of most, if not all, human diseases. In
coming years, doctors increasingly will be able to cure diseases like Alzheimer's, Parkinson's, diabetes
and cancer by attacking their genetic roots.”
- Bill Clinton (CNN, 2000)
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Aspinall MG, Hamermesh RG (2007). Realizing the Promise of Personalized Medicine. Harvard Business Review,
85(10): 108-117.
Branford S, Rudzki Z, Parkinson I, Grigg A, Taylor K, Seymoer JF, Durrant S, Browett P, Schwarer AP, Arthur S,
Catalano J, Leahy MF, Filshie R, Bradstock K, Herrmann R, Joske D, Lynch K, Hughes T (2004). Real-time
quantitative PCR analysis can be used as a primary screen to identify patients with CML treated with imatinib who
have BCR-ABL kinase domain mutations. Blood, 104(9): 2926-2932.
CNN (2000). Transcripts: President Clinton, British Prime Minister Tony Blair Deliver Remarks on Human Genome
Milestone. Retrieved March 17, 2014, from http://transcripts.cnn.com/TRANSCRIPTS/0006/26/bn.01.html
Ferrara J (2006). Personalized Medicine: challenges in assessing and capturing value in the commercial
environment. Expert Review of Molecular Diagnostics, 6(2): 129-131.
Hamburg MA, Collins FS (2010). The Path to Personalized Medicine. The New England Journal of Medicine, 363:
301-304.
Kalia M (2013). Personalized oncology: recent advances and future challenges. Metabolism, 62(Suppl 1).
Katsios C, Roukos DH (2010). Individual genomes and personalized medicine: life diversity and complexity.
Personalized Medicine, 7(4): 347-350.
Morris L (2011). The Innovation Master Plan: the CEO’s guide to innovation. Walnut Creek: Innovation Academy.
Vogel CL, Cobleigh MA, Tripathy D, Gutheil JC, Harris LN, Fehrenbacher L, Slamon DJ, Murphy M, Novotny WF,
Burchmore M, Shak S, Stewart SJ, Press M (2002). Efficacy and Safety of Trastuzumab as a Single Agent in First-
Line Treatment of HER2-Overexpressing Metastatic Breast Cancer. Journal of Clinical Oncology, 20(3): 719-726.
Woodcock J (2007). The Prospects for “Personalized Medicine” in Drug Development and Drug Therapy. Clinical
Pharmacology & Therapeutics, 81(2): 164-169.
Literature
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To describe what the effect of personalized medicine is
on business strategies of pharmaceutical and biotech
companies by providing insight into the opinions of
executives and R&D specialists of pharmaceutical and
biotech companies on personalized medicine
Research objective
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