said, patient centricity may
increase personal responsibility
for self-care, focus treatments,
minimize unnecessary
pharmaceutical prescriptions
and, ultimately, benefit individual
patients. Providing patients
with real time data predicting
outcomes based on a similarly
situated population could be
invaluable in assisting them in
making treatment decisions for
themselves.
What will the commercial
business model look like in 3-5
years?
EVI COHEN: Companies that
are able to grow with the times,
leverage social media, and create
an intimate echo system around
them, will be the ones that will
survive and succeed.
PAUL FIRUTA: There has been
a great deal of consolidation in
the biotech sector with larger
biotech companies and large
pharmaceutical companies
acquiring biotech companies with
one or two commercial products
and a pipeline. I see this trend
continuing for the foreseeable
future. The risk in this model is
losing the focus on the patient.
In the orphan drug space the
products programs are established
and managed as independent and
stand-alone programs. An effort
to consolidate orphan drugs by
specialty, and leverage resources
such as sales, marketing, manage
care and patient services, may
dilute the patient-centric approach
that is required to deliver all the
necessary services and resources
to each patient.
TOM ROSELLA: The U.S.
landscape will continue to change,
and the interactions amongst
healthcare companies, payors
and patients will continue to
evolve. Access to electronic
medical records will enable
payors to make more informed
decisions regarding medical care
and increase the role they play
in determining the price of new
products and the selection of a
patient’s ongoing treatment plan.
Technology advances will also
enable better patient adherence to
prescribed medicines, reduce time
to market for new innovations
and further enhance customer
engagement via digital channels,
which will continue the trend of
reduced face-to-face interactions
with sales professionals.
Moving Forward
