We need to rethink the whole concept of pharmaceutical innovation, around four "Grand Challenges:"
» 1. Where will tomorrow's discovery research be done—academia, medical charities, SMEs, traditional pharma companies, or creative combinations of all four?» 2. How can we escape from today's burdensome development and regulatory paradigms?
» 3. How will future innovations be marketed, in an era of payer-driven value assessment?
» 4. Will pharma companies take full advantage of new technologies to both drive and track patient access, optimum use, and desired outcomes?
The answers to these questions will determine whether the industry enters a new, but very different, era of prosperity—or continues its current decline.
If you know where to look, there are optimistic signs of new life and new thinking in all four of these areas.