A Strategist's Guide To Personalized Medicine by Avi Kularni and Nelia Padilla McGreevy. Strategy + Business. Winter 2013.
With the rising prevalence of chronic diseases, such as cancer, diabetes, and dementia, the need for specifically tailored drugs has increased. Since these chronic diseases impact patients in different ways according to their genetic makeup, pharmaceutical companies are shifting their business models. Shifting emphasis from blockbuster drugs aimed at a general population to niche drugs aimed at highly segmented target patient groups, these companies are shifting sales strategies, clinical trial methods, and their relationship to diagnostic tests.
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