New (DNA-based) ways of drugs discovery render more (potential) medications for ever more personalized medicines – It impacts their organizational and marketing substantially.
How is the pharmaceutical industry going to support patients effectively, when numbers of targeted patients appear to fall because of (the need of) individualization by personalized medicine?
Pharaphorum writes: “It has been announced that global management consulting and technology firm ZS Associates has reached a definitive agreement to acquire Trials.ai, an intelligent study design company that uses artificial intelligence (AI) to optimise the experience and deliver pharmaceuticals to market faster. Michael Martin, principal at the 1983-founded ZS and lead of its clinical development practice area, said: “Clinical studies too often struggle to find participants and encounter delays, but life sciences companies will now be able to use the ZS|Trials.ai solution to identify risk and opportunities, model operational trade-offs in real-time and better see how study decisions will affect participants, sites, and sponsors.”
New ways of drug discoveries deliver more potential medication opportunities and specifically so in close adaptation to personal, physical and DNA-related characteristics of patients: personalized medication.
How will the pharmaceutical industry manage the marketing and customer-servicing consequences set by these new personalized drugs: what will be their patient- as well as healthcare-professionals-services in the real world context? And how will these be delivered?
Look at growing organization complexities in pharmaceutical companies, while necessary cutbacks are not only looming, but are already being implemented extensively. How to manage these? Are the cutbacks of employees a sensible thing to do – swiping away internal intelligence about the local healthcare organizations and their (key) connections with them?
The core quest regards the future business of pharmaceutical shifts from discovering medication, to effective therapy in the real world (beyond Rx) of current healthcare systems.
Healthcare systems are under scrutiny of efficiency already, not only in terms of outcomes and costs, but also in accessibility and patient experience. The challenge lies even more in those countries in which there are not enough patients with conditions indicated by the medication, certainly in case of rare diseases. And currently too, what if lack of personnel in healthcare organizations inhibits effective and right dispensing of medication?
How to create the pharma teams in these countries to deliver the same support as known and as needed by the treating health professionals? How to assure the best application of their medication?
Isn’t this the responsibility of the pharma company too – they do have the (original) data from the lab and the first trials of the medication onwards.
What about the (number of) the company’s employees and their competencies in the very countries? What to do about these services in the various countries? How and by whom to deliver these services? And what about further queries in this respect, like, not the least important: too little revenue dictates other ways of designing pharmaceutical market approaches and patient and physician supports.
In my recent study of the evolvement and development of the pharma business, I noticed the processes of how the different pharma companies have created the current ways of their pharma-business. And, what’s more: how these organizational designs do not facilitate (any more) the necessary conditions to the new medications.
Change is needed and with a larger fit with the new market conditions to better therapies for patients. Creating solutions to both the market approach and to create apt support to healthcare professionals and their patients, needs experience and insight in these, which we have.
What’s your vision on pharma’s business position in the coming future?
Are you thinking about supporting patients’ therapy by medication services for physicians and patients, or do you want to be the dump of drugs or substances. Don’t be stuck in the middle:
* Heitman, Laura University of Leiden. “Research project Personalized Medicine Getting personal.” (https://www.universiteitleiden.nl/en/research/research-projects/science/lacdr-personalized-medicine)