Molecular Diagnostics
Companion Diagnostics in the pharmaceutical industry
part II: business models
There is an emerging consensus that the development of Companion Diagnostics appears to offer a set of tools as well as the portent of relevant biological and clinical information that addresses many of the current problems that pharmaceutical companies must overcome. This in concert with the advent of personalised medicine and the demise of the therapeutic drug ‘Blockbuster Model’ has necessitated a re-evaluation of the pharmaceutical business model. The outcome of such considerations will be determined, in part, by the changing landscape, and influence of the various stakeholders associated with the pharmaceutical sector, including patients/consumers, physicians and healthcare providers, payors and Companion Diagnostic companies. In this paper we describe the difference in perceived value that each key stakeholder holds in regards to the pharmaceutical drug versus the Companion Diagnostic test. We also discuss the perspectives of both the pharmaceutical and Companion Diagnostic companies as they struggle to find appropriate business models. Such models must serve their individual company needs in terms of product value as well as support the very necessary collaborative efforts required to co-develop a therapeutic drug in conjunction with a Companion Diagnostic.
T
he litany of problems that has beset the pharmaceutical sector in the past decade is well documented1. Many of these analyses have attempted to identify specific causes leading to such questionable performance metrics, as well as suggest possible solutions1-5. In the latter case it has involved consideration of better technology investments; build-out of IT, bioinformatics and
Drug Discovery World Summer 2010
knowledge management tools; creation of efficient decision-making processes; emerging stakeholders; new global markets; changing dynamics of health- care delivery services; and actual business models of drug discovery, development and delivery1. While all these issues are important and need to be considered, pharmaceutical companies have been reticent to act across such a broad and diverse
By Dr Stephen Naylor and Toby Cole
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