These 10 technologies will transform Pharma and we need to act now to reap the rewards in order to stay in business when they reach us. Resistance to change in pharma emanates from industry incumbents whose jobs rely on sustaining the existing business model and political power. There is also a great deal of risk to companies choosing to take on innovative and potentially disruptive approaches. The second vision describes a more conventional disruption, that of employing technologies that will be paradigm shifting for medicine and clinical research, while the third addresses the emergence of a new and complex ecosystem arising from a new and innovative business model in the industry. In the future, leading the way with a multi-dimensional, patient-centric approach to the drug pipeline will allow for increased profits and improved health outcomes. In the future, the drug lifecycle needs to incorporate many facets of patient centricity, including the use of new technologies such as gene- and proteomics, gene therapy, nanotechnology, and Big Data driven predictive analytics. Yet most of the innovation that has occurred has been sustaining to the industry rather than disruptive. (2013), Coleman, D. “The DNA of Disruptive Innovators: Will Pharma be Disruptors or Disrupted?” Eye for Pharma. Disruptive innovation is a concept that has been developed for analysing ways to improve health outcomes and reduce costs in the US health care system. Between the health care that we have now and the health care that we could have lies not just a gap, but a chasm.1 His non-life threatening gunshot wound from an assassination attempt was cared for by a team of doctors with germ-laden contact, including non-sterilized instruments, which lead to a major infection most likely being the cause of death. 10 ALTERNATIVE THERAPIES, jul/aug 2007, VOL. October 11, 2012 Thomas Krohn, Director, Eli Lillys Clinical Open Innovations thoughts on Dpharm 2012. Disruptive technologies and seminal therapies will significantly advance medical care … A broad range of promising and disruptive technologies such as 3-D printing, nanotechnology, bionics and predictive analytics as well as seminal new treatments like genetics, cellular programming and stem cell therapies are starting to have an impact on today’s medical care. As Clayton Christensen said, “Disruptive innovation is a positive force.”, Christensen, C., Hatkoff, C. and Kula, I. The first vision suggests that the pharmaceutical industry go as far as shifting its focus entirely to healthcare delivery versus drug discovery and development, given all its accumulated knowledge in patient-centric issues. For example, Google Apps is a disruptive innovation (game changer), while Pfizer, the world’s biggest pharmaceutical company (by revenue), is an example of sustaining innovation. In general, those involved in the drug discovery and development enterprise are open to change in order to achieve greater success, but there are variations in what that change will look like, and the NAM paper describes three very different versions of the future. The innovation eventually disrupts an existing market and value network. The flip side of any new paradigm-shifting disruptive innovation is that it could be somewhat disadvantageous to already well-established companies in the industry and generate resistance. She has been published in the Journal of Communication in Healthcare. The end res… However, the introduction of a threat to the continued success of a few established companies may actually have the effect of prompting these companies to join in on the use of disruptive innovation. How much are your pharmaceutical shipments really costing you? (2014), Munos, B. and Chin, W. “How to Revive Breakthrough Innovation in the Pharmaceutical Industry.” Science Translational Medicine. NOTE: The content below contains the first few paragraphs of the printed article and the titles of the sidebars and boxes, if applicable. Clay Christensen pioneered the principle of disruptive innovation, which is defined as “an innovation that creates a new market by applying a different set of values, which ultimately (and unexpectedly) overtakes an existing market.” 2 The role of disruptive innovation Asking controversial questions that confront existing knowledge of the industry; Thoroughly examining behaviors to identify new ways of doing things; Encountering people with fundamentally dissimilar ideas and perspectives; Building interactive experiences that trigger non-traditional responses to discover what insights emerge; and. Christensen makes it very clear that ‘disruptive innovation’ is not a ‘breakthrough’ innovation. It embraces new ideas and new solutions. One of the key issues to consider, however, is whether the innovative forces will come from within or outside of the industry (internal versus external disruptors). While many examples of disruptive innovation and technology across industries abound, it is significantly underutilized within the pharmaceutical industry. After 30 years of successful usage in Europe, the jolting factor of antiseptic surgery acceptance in the United States is attributed to the almost assuredly avoidable death of President James Garfield. “Disruptive innovation” is a powerful concept coined by Harvard Business School Professor Clayton Christensen, and has been in play in a variety of industries such as high tech, with the introduction of personal computers and cell phones initially, followed by the mobile internet, the cloud, and the internet of things, as well as in medicine, with the opening of medical clinics, competing with traditional doctor office practices. Reverse innovation is a response to numerous challenges, that Pharma Industry is facing now: such as a slowdown in successful innovations, increasing research costs, decreasing revenues due to patent expirations, and the huge expense to bring a drug to the market as a result of enhanced regulatory hurdles. In the book “The Innovator’s Prescription: A Disruptive Solution for Health Care,” Clay Christensen, who developed the theory of disruptive innovation, stated, “There are more than 9,000 billing codes for individual procedures and units of care. Conversely, disruptive innovation describes a new business model but not necessarily a technological breakthrough. More importantly, it frees innovators from the rigid adherence to the ‘new pill’ framework and objective. Linda J. DiPersio, MSM, MSHC, is a professional writer. A culture of innovation is what we need to be building. DTC in Perspective: Entresto Is Interesto! It is an alliance between technological advances and new business models that dramatically changes the performance of the industry. Considering what is at stake and the scale of the undertaking, it would seem there is room for a variety of industries to bring value to the enterprise. Disruptive Technology: The Keys to Pharmaceutical Innovation. 2The term “disruptive innovation” is defined here as a transformation of the pharmaceutical industry driven by new technology, new business models, or policy decisions that improve therapy and create value for patients and society in a way that could not be achieved through other means. Marginal pharmaceutical compounds have a high risk of not achieving end results, not being accepted by regulators and/or not performing up to the standards of existing less costly therapeutics and fail commercially. Share information and participate in collaborative discussions with regulators and pharma & D, cautious analytics eventually results in risks! 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