{"product_id":"managing-biotechnology-isbn-9781119216179","title":"Managing Biotechnology","description":"\u003cp\u003e\u003cb\u003eA\u003c\/b\u003e\u003cb\u003e comprehensive overview of the new business context for biopharma companies, featuring numerous case studies and state-of-the-art marketing models\u003c\/b\u003e \u003c\/p\u003e \u003cp\u003eBiotechnology has developed into a key innovation driver especially in the field of human healthcare. But as the biopharma industry continues to grow and expand its reach, development costs are colliding with aging demographics and cost-containment policies of private and public payers. Concurrently, the development and increased affordability of sophisticated digital technologies has fundamentally altered many industries including healthcare. The arrival of new information technology (infotech) companies on the healthcare scene presents both opportunities and challenges for the biopharma business model. To capitalize on new digital technologies from R\u0026amp;D through commercialization requires industry leaders to adopt new business models, develop new digital and data capabilities, and partner with innovators and payers worldwide.\u003c\/p\u003e \u003cp\u003eWritten by two experts, both of whom have had decades of experience in the field, this book provides a comprehensive overview of the new business context and marketing models for biotech companies. Informed by extensive input by senior biotech executives and leading consultancies serving the industry, it analyzes the strategies and key success factors for the financing, development, and commercialization of novel therapeutic products, including strategies for engagement with patients, physicians and healthcare payers. Throughout case studies provide researchers, corporate marketers, senior managers, consultants, financial analysts, and other professionals involved in the biotech sector with insights, ideas, and models.\u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e \u003cp\u003eJACQUALYN FOUSE, PhD, RETIRED PRESIDENT AND CHIEF OPERATING OFFICER, CELGENE\u003c\/p\u003e \u003cp\u003e“Biotech companies have long been innovators, using the latest technologies to enable cutting edge science to help patients with serious diseases. This book is essential to help biotech firms understand how they can–and must–apply the newest technologies including disruptive ones, alongside science, to innovate and bring new value to the healthcare system.”\u003c\/p\u003e \u003cp\u003eBRUCE DARROW, MD, PhD, CHIEF MEDICAL INFORMATION OFFICER, MOUNT SINAI HEALTH SYSTEM\u003c\/p\u003e \u003cp\u003e“Simon and Giovannetti have written an essential user’s manual explaining the complicated interplay of the patients who deserve cutting-edge medical care, the biotechnology companies (big and small) creating the breakthroughs, and the healthcare organizations and clinicians who bridge those worlds.”\u003c\/p\u003e \u003cp\u003eEMMANUEL BLIN, FORMER CHIEF STRATEGY OFFICER AND SENIOR VICE PRESIDENT, BRISTOL-MYERS SQUIBB\u003c\/p\u003e \u003cp\u003e“If you want to know where biopharma is going, read this book! Our industry is facing unprecedented opportunities driven by major scientific breakthroughs, while transforming itself to address accelerated landscape changes driven by digital revolutions and the emergence of value-based healthcare worldwide. In this ever-changing context, we all need to focus everything we do on the patients. They are why we exist as an industry, and this is ultimately what this insightful essay is really about.” \u003c\/p\u003e \u003cp\u003eJOHN MARAGANORE, PRESIDENT AND CHIEF EXECUTIVE OFFICER, ALNYLAM PHARMACEUTICALS\u003c\/p\u003e \u003cp\u003e“Since the mapping of the human genome was completed nearly 15 years ago, the biotechnology industry has led the rapid translation of raw science to today’s innovative medicines. However, the work does not stop in the lab. Delivering these novel medicines to patients is a complex and multifaceted process, which is elegantly described in this new book.”\u003c\/p\u003e \u003cp\u003eForeword \u003ci\u003eBy Philip Kotler\u003c\/i\u003e xi\u003c\/p\u003e \u003cp\u003ePreface xiii\u003c\/p\u003e \u003cp\u003eAcknowledgments xvii\u003c\/p\u003e \u003cp\u003eAbout The Authors xix\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 1 New Models For Networked Innovation\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Digital Evolution of Biotechnology 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIndustry Applications 5\u003c\/p\u003e \u003cp\u003eImpact of Megatrends 6\u003c\/p\u003e \u003cp\u003eDigital Health Opportunities 6\u003c\/p\u003e \u003cp\u003eInfotechnology Initiatives in Healthcare 8\u003c\/p\u003e \u003cp\u003eDisruption Risk from Infotech 8\u003c\/p\u003e \u003cp\u003eTechnology Strategies 11\u003c\/p\u003e \u003cp\u003eBig Infotech Strategies 12\u003c\/p\u003e \u003cp\u003eConclusion 21\u003c\/p\u003e \u003cp\u003eSummary Points 22\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Biotechnology Financing Strategies 24\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Long Game 24\u003c\/p\u003e \u003cp\u003eFinancing Strategies for the Long Term at Alnylam 26\u003c\/p\u003e \u003cp\u003eStrategic Decisions 30\u003c\/p\u003e \u003cp\u003eGeographic Considerations 33\u003c\/p\u003e \u003cp\u003eSources of Financing 33\u003c\/p\u003e \u003cp\u003eA Word about Mergers and Acquisitions 43\u003c\/p\u003e \u003cp\u003eSummary Points 44\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Success Through Collaboration 46\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAlliance Evolution: More Players and New Structures 46\u003c\/p\u003e \u003cp\u003eStrategic Alliances: A Stalwart of the Biopharma Industry 50\u003c\/p\u003e \u003cp\u003eJanssen and OSE Immunotherapeutics: Deal Strategies in a European Context 52\u003c\/p\u003e \u003cp\u003eAlliance versus Acquisition 53\u003c\/p\u003e \u003cp\u003eStructure Considerations to Maximize Value 55\u003c\/p\u003e \u003cp\u003eDivesting for Focus 55\u003c\/p\u003e \u003cp\u003eDoing the Deal 56\u003c\/p\u003e \u003cp\u003eSummary Points 65\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 2 New Business and Marketing Models\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Precision Medicine 69\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat is Precision Medicine? 69\u003c\/p\u003e \u003cp\u003eTargeted Medicines Multiply but Drug-Diagnostic Pairs are Rare 69\u003c\/p\u003e \u003cp\u003ePrecision Medicine is Happening at Several Levels 71\u003c\/p\u003e \u003cp\u003eMultiple Forces, Beyond Science, are Driving Precision Medicine 72\u003c\/p\u003e \u003cp\u003eDigital Precision Medicine 74\u003c\/p\u003e \u003cp\u003ePrecision Medicine in Practice: Lessons from Cancer 75\u003c\/p\u003e \u003cp\u003eChallenges: Scientific, Infrastructural, Regulatory, and Commercial 79\u003c\/p\u003e \u003cp\u003eSurmounting the Hurdles to Revolutionize Medicine 83\u003c\/p\u003e \u003cp\u003eStakeholder Expansion in Precision Medicine 86\u003c\/p\u003e \u003cp\u003eBiopharma Must Drive, not be Driven by, Precision Medicine 87\u003c\/p\u003e \u003cp\u003ePrecision Medicine’s Future 90\u003c\/p\u003e \u003cp\u003eSummary Points 92\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Precision Marketing 94\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 94\u003c\/p\u003e \u003cp\u003ePortfolio Shift to Specialty Products 95\u003c\/p\u003e \u003cp\u003eBalancing Evidence and Experience 96\u003c\/p\u003e \u003cp\u003eR \u0026amp; D and Commercial Coordination 97\u003c\/p\u003e \u003cp\u003eScience is the New Marketing 98\u003c\/p\u003e \u003cp\u003eValue of Experience: The Consumer Decision Journey 100\u003c\/p\u003e \u003cp\u003eMarketing Beyond the Pill 101\u003c\/p\u003e \u003cp\u003eTargeting New Consumer Segments 102\u003c\/p\u003e \u003cp\u003eNew Physician Segments 102\u003c\/p\u003e \u003cp\u003eDual Branding Models 103\u003c\/p\u003e \u003cp\u003eNew Launch Strategies 105\u003c\/p\u003e \u003cp\u003eCompanion Diagnostics 105\u003c\/p\u003e \u003cp\u003eGlobal Organization 108\u003c\/p\u003e \u003cp\u003eMultichannel Communications 109\u003c\/p\u003e \u003cp\u003eContent Marketing 110\u003c\/p\u003e \u003cp\u003eSalesforce Strategies 111\u003c\/p\u003e \u003cp\u003eSustainability Strategies: Beyond the Life Cycle 113\u003c\/p\u003e \u003cp\u003eSummary Points 118\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Patient Centricity Strategies 120\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 120\u003c\/p\u003e \u003cp\u003ePatient Centricity Drivers and Barriers 121\u003c\/p\u003e \u003cp\u003eDiscovery: Understanding Unmet Needs 123\u003c\/p\u003e \u003cp\u003eDesigning Patient-Friendly Clinical Trials 125\u003c\/p\u003e \u003cp\u003eConnecting the Points of Care 130\u003c\/p\u003e \u003cp\u003eUnderstanding the Patient Journey 135\u003c\/p\u003e \u003cp\u003eOrganizing for Patient Centricity 138\u003c\/p\u003e \u003cp\u003eWho Are You Working For? Bristol-Myers Squibb Employee Engagement Initiative 138\u003c\/p\u003e \u003cp\u003ePatient Engagement Metrics 140\u003c\/p\u003e \u003cp\u003eOrganization Models 142\u003c\/p\u003e \u003cp\u003eSummary Points 143\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Drug Pricing In Context 145\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 145\u003c\/p\u003e \u003cp\u003eThe Economics of Drug Pricing 146\u003c\/p\u003e \u003cp\u003eCompeting Definitions of Product Value Complicate Drug Pricing 153\u003c\/p\u003e \u003cp\u003eProving Efficacy in the Real World 155\u003c\/p\u003e \u003cp\u003eSetting the Pricing Strategy 157\u003c\/p\u003e \u003cp\u003eAnalyzing New Pricing Models 160\u003c\/p\u003e \u003cp\u003eDrug Pricing in the United States: The Pressure Continues to Build 162\u003c\/p\u003e \u003cp\u003eDeployment of New Pricing Strategies 163\u003c\/p\u003e \u003cp\u003eExperimental Pricing Strategies 165\u003c\/p\u003e \u003cp\u003eFinancing the Future: Affordability 169\u003c\/p\u003e \u003cp\u003eNew Tools for Outcomes-Data Capture 170\u003c\/p\u003e \u003cp\u003eConclusion 171\u003c\/p\u003e \u003cp\u003eSummary Points 171\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Strategic Payer Engagement 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePayers Are Not All Alike 173\u003c\/p\u003e \u003cp\u003eNew Market Forces Increase Payer Power 175\u003c\/p\u003e \u003cp\u003eThe Increasing Importance of the Consumer in the United States 176\u003c\/p\u003e \u003cp\u003eEuropean Payers: High-Level Unity, Low-Level Fragmentation 180\u003c\/p\u003e \u003cp\u003eUnited States Adopts European-Style Cost-Effectiveness Hurdles 181\u003c\/p\u003e \u003cp\u003ePayer Engagement Strategies Must be Tailored, Scalable, and Flexible 182\u003c\/p\u003e \u003cp\u003eChanging Biopharma-Payer Relationships: From Transactional to Collaborative 185\u003c\/p\u003e \u003cp\u003eNew Biopharma Organizational Models Needed 187\u003c\/p\u003e \u003cp\u003eBiopharma-Payer Engagement Must Move Beyond Experimentation 188\u003c\/p\u003e \u003cp\u003eStrategic Payer Engagement Comes in Many Forms 192\u003c\/p\u003e \u003cp\u003eSummary Points 193\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 3 New Models For Digital Health\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Digital Health Strategies 197\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 197\u003c\/p\u003e \u003cp\u003eBiopharma Digital Strategies 197\u003c\/p\u003e \u003cp\u003eDigital Impact on Supply Chain Management 200\u003c\/p\u003e \u003cp\u003eDigital Transformation of Commercial Activities 201\u003c\/p\u003e \u003cp\u003eConsumer-Centered Trends 206\u003c\/p\u003e \u003cp\u003eProvider-Centered Strategies: Telehealth 210\u003c\/p\u003e \u003cp\u003eConclusion 213\u003c\/p\u003e \u003cp\u003eSummary Points 213\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Creating Agility Through Data and Analytics 215\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 215\u003c\/p\u003e \u003cp\u003eMultiple Forces Converge to Create Data and Analytics Opportunities 216\u003c\/p\u003e \u003cp\u003eHealthcare’s Four Data Vectors: Volume, Velocity, Variety, and Veracity 218\u003c\/p\u003e \u003cp\u003eExtracting Value from Data Requires New Tools 221\u003c\/p\u003e \u003cp\u003eThe Analytics Continuum: From Descriptive to Prescriptive 223\u003c\/p\u003e \u003cp\u003eArtificial Intelligence: The Potential to Make Drugs Smarter, Faster, and for Less 225\u003c\/p\u003e \u003cp\u003eData Analytics across the Biopharma Value Chain 226\u003c\/p\u003e \u003cp\u003eData and Analytics Challenges 233\u003c\/p\u003e \u003cp\u003eBuilding an Analytics-First Organization: Cultural not Technical Hurdles 238\u003c\/p\u003e \u003cp\u003eConclusion 242\u003c\/p\u003e \u003cp\u003eSummary Points 242\u003c\/p\u003e \u003cp\u003eConclusion 243\u003c\/p\u003e \u003cp\u003eReferences 246\u003c\/p\u003e \u003cp\u003eIndex 273\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eFRANÇOISE SIMON, PhD,\u003c\/b\u003e is Professor Emerita, Columbia University and Senior Faculty, Icahn School of Medicine at Mount Sinai. Dr. Simon has over thirty years of experience in working with Fortune 500 companies, new ventures, European and Asian firms, and the United Nations. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eGLEN GIOVANNETTI\u003c\/b\u003e is a partner at Ernst \u0026amp; Young LLP and the EY Global Biotechnology Leader. He has over twenty-five years of experience serving clients in the biopharmaceutical industry on a range of strategic issues.   \u003c\/p\u003e\u003cp\u003e\"Biotech companies have long been innovators, using the latest technologies to enable cutting edge science to help patients with serious diseases. This book is essential to help biotech firms understand how they can–and must–apply the newest technologies including disruptive ones, alongside science, to innovate and bring new value to the healthcare system.\"\u003cbr\u003e \u003cb\u003eJACQUALYN FOUSE, PhD,\u003c\/b\u003e \u003ci\u003eExecutive Chair, Dermavant Sciences and Retired President and Chief Operating Officer, Celgene\u003c\/i\u003e \u003c\/p\u003e\u003cp\u003e\"Simon and Giovannetti have written an essential user's manual explaining the complicated interplay of the patients who deserve cutting-edge medical care, the biotechnology companies (big and small) creating the breakthroughs, and the healthcare organizations and clinicians who bridge those worlds.\"\u003cbr\u003e \u003cb\u003eBRUCE DARROW, MD, PhD,\u003c\/b\u003e \u003ci\u003eChief Medical Information Officer, Mount Sinai Health System\u003c\/i\u003e \u003c\/p\u003e\u003cp\u003e\"Since the mapping of the human genome was completed nearly 15 years ago, the biotechnology industry has led the rapid translation of raw science to today's innovative medicines. However, the work does not stop in the lab. Delivering these novel medicines to patients is a complex and multifaceted process, which is elegantly described in this new book.\"\u003cbr\u003e \u003cb\u003eJOHN MARAGANORE,\u003c\/b\u003e \u003ci\u003ePresident and Chief Executive Officer, Alnylam Pharmaceuticals\u003c\/i\u003e \u003c\/p\u003e\u003cp\u003e\"A comprehensive and captivating review of the many and sometimes unexpected impacts of digitalization on the Bio Industry. A 'must read' for anyone involved in the race for efficiencies and the quest for patient-centric solutions.\"\u003cbr\u003e \u003cb\u003eBERNARD POUSSOT,\u003c\/b\u003e \u003ci\u003eformer Chairman and CEO, Wyeth\u003c\/i\u003e \u003c\/p\u003e\u003cp\u003e\u003cb\u003eA comprehensive overview of the new business context for biopharma companies, featuring numerous case studies and state-of-the-art marketing models\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eBiotechnology has developed into a key innovation driver, especially in the field of human healthcare. But, as the biopharma industry continues to grow and expand its reach, development costs are colliding with aging demographics and cost-containment policies of private and public payers. Concurrently, the development and increased affordability of sophisticated digital technologies has fundamentally altered many industries including healthcare. The arrival of new information technology (infotech) companies on the healthcare scene presents both opportunities and challenges for the biopharma business model. To capitalize on new digital technologies from R\u0026amp;D through commercialization requires industry leaders to adopt new business models, develop new digital and data capabilities, and partner with innovators and payers worldwide. \u003c\/p\u003e\u003cp\u003eWritten by two experts, both of whom have had decades of experience in the field, this book provides a comprehensive overview of the new business context and marketing models for biotech companies. Informed by extensive input by senior biotech executives and industry experts, it analyzes the strategies and key success factors for the financing, development, and commercialization of novel therapeutic products, including strategies for engagement with patients, physicians, and healthcare payers. Throughout the book, case studies provide researchers, academics and students, corporate marketers, senior managers, consultants, financial analysts, and other professionals involved in the biotech sector with insights, ideas, and models.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989562933477,"sku":"NP9781119216179","price":53.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119216179.jpg?v=1761784609","url":"https:\/\/k12savings.com\/products\/managing-biotechnology-isbn-9781119216179","provider":"K12savings","version":"1.0","type":"link"}