Abstract
Biotechnology is changing the pharmaceutical industry and, in the process, is reshaping the future of healthcare. The structure of the pharmaceutical industry is moving from vertical to horizontal, the value chain is changing from sequential to integrated. The system will be largely customer-driven. There will be shifts from blockbuster drugs to personalised medicine, from treatments to prevention, from hospitalisation to home care.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 345-348 |
| Number of pages | 4 |
| Journal | Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing |
| Volume | 2 |
| Issue number | 4 |
| DOIs | |
| State | Published - Sep 2002 |
Keywords
- and personalised medicine
- biotechnology
- business
- history
- pharmacogenomics
ASJC Scopus subject areas
- Medicine (miscellaneous)
- Pharmacology, Toxicology and Pharmaceutics (miscellaneous)
- Strategy and Management
- Marketing