Author | Craig Q. Fitzgerald

Craig Q. Fitzgerald (fitz@healthcarta.com) is a partner at HealthCarta Group and former VP of applied genetics for Glaxo Wellcome Research and Development’s Genetics Directorate.

Articles

Pharmaceutical Executive

Custom Medicine for the Masses

Investor expectations, fueled by promises of genetic breakthroughs, are at an all-time high. Markets segmented by genetics-based diagnoses and rising demand for individualized care will soon make their mark on the industry's dominant blockbuster strategy. Rather than losing sleep over that, pharmaceutical executives can secure competitive advantage by capitalizing on the combination of consumers' rising power, increased access to information, and rejection of one-size-fits-all treatment regimens.