Author | Curtis P. McLaughlin

Curtis P. McLaughlin, DBA, is professor emeritus at Kenan-Flagler Business School and the department of health policy and administration, School of Public Health, University of North Carolina at Chapel Hill, as well as an adjunct professor for the physician executive MBA program at the University of Tennessee, Knoxville.

Articles

Custom Medicine for the Masses

December 01, 2001

Pharmaceutical Executive

Article

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.