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Managing Biotechnology

Book Description

A comprehensive overview of the new business context for biopharma companies, featuring numerous case studies and state-of-the-art marketing models 

Biotechnology has developed into a key innovation driver especially in the field of human healthcare. But as the biopharma industry continues to grow and expand its reach, development costs are colliding with aging demographics and cost-containment policies of private and public payers. Concurrently, the development and increased affordability of sophisticated digital technologies has fundamentally altered many industries including healthcare. The arrival of new information technology (infotech) companies on the healthcare scene presents both opportunities and challenges for the biopharma business model. To capitalize on new digital technologies from R&D through commercialization requires industry leaders to adopt new business models, develop new digital and data capabilities, and partner with innovators and payers worldwide.

Written by two experts, both of whom have had decades of experience in the field, this book provides a comprehensive overview of the new business context and marketing models for biotech companies. Informed by extensive input by senior biotech executives and leading consultancies serving the industry, it analyzes the strategies and key success factors for the financing, development, and commercialization of novel therapeutic products, including strategies for engagement with patients, physicians and healthcare payers. Throughout case studies provide researchers, corporate marketers, senior managers, consultants, financial analysts, and other professionals involved in the biotech sector with insights, ideas, and models.



“Biotech companies have long been innovators, using the latest technologies to enable cutting edge science to help patients with serious diseases. This book is essential to help biotech firms understand how they can–and must–apply the newest technologies including disruptive ones, alongside science, to innovate and bring new value to the healthcare system.”


“Simon and Giovannetti have written an essential user’s manual explaining the complicated interplay of the patients who deserve cutting-edge medical care, the biotechnology companies (big and small) creating the breakthroughs, and the healthcare organizations and clinicians who bridge those worlds.”


“If you want to know where biopharma is going, read this book! Our industry is facing unprecedented opportunities driven by major scientific breakthroughs, while transforming itself to address accelerated landscape changes driven by digital revolutions and the emergence of value-based healthcare worldwide. In this ever-changing context, we all need to focus everything we do on the patients. They are why we exist as an industry, and this is ultimately what this insightful essay is really about.” 


“Since the mapping of the human genome was completed nearly 15 years ago, the biotechnology industry has led the rapid translation of raw science to today’s innovative medicines. However, the work does not stop in the lab. Delivering these novel medicines to patients is a complex and multifaceted process, which is elegantly described in this new book.”

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright
  4. Dedication
  5. Foreword
  6. Preface
  7. Acknowledgments
  8. Praise for Managing Biotechnology: From Science to Market in the Digital Age
  9. About the Authors
  10. Part 1: New Models for Networked Innovation
    1. Chapter 1: Digital Evolution of Biotechnology
      1. Industry Applications
      2. Impact of Megatrends
      3. Digital Health Opportunities
      4. Infotechnology Initiatives in Healthcare
      5. Disruption Risk from Infotech
      6. Technology Strategies
      7. Big Infotech Strategies
      8. Conclusion
      9. Summary Points
    2. Chapter 2: Biotechnology Financing Strategies
      1. The Long Game
      2. Strategic Decisions
      3. Geographic Considerations
      4. Sources of Financing
      5. A Word About Mergers and Acquisitions
      6. Summary Points
    3. Chapter 3: Success Through Collaboration
      1. Alliance Evolution: More Players and New Structures
      2. Strategic Alliances: A Stalwart of the Biopharma Industry
      3. Alliance Versus Acquisition
      4. Structure Considerations to Maximize Value
      5. Divesting for Focus
      6. Doing the Deal
      7. Summary Points
  11. Part 2: New Business and Marketing Models
    1. Chapter 4: Precision Medicine
      1. What is Precision Medicine?
      2. Targeted Medicines Multiply But Drug-Diagnostic Pairs are Rare
      3. Precision Medicine is Happening at Several Levels
      4. Multiple Forces, Beyond Science, are Driving Precision Medicine
      5. Digital Precision Medicine
      6. Precision Medicine in Practice: Lessons from Cancer
      7. Challenges: Scientific, Infrastructural, Regulatory, and Commercial
      8. Surmounting the Hurdles to Revolutionize Medicine
      9. Biopharma Must Drive, not be Driven by, Precision Medicine
      10. Precision Medicine's Future
      11. Summary Points
    2. Chapter 5: Precision Marketing
      1. Introduction
      2. Portfolio Shift to Specialty Products
      3. Balancing Evidence and Experience
      4. R & D and Commercial Coordination
      5. Value of Experience: The Consumer Decision Journey
      6. Marketing Beyond the Pill
      7. Targeting New Consumer Segments
      8. New Physician Segments
      9. Dual Branding Models
      10. New Launch Strategies
      11. Companion Diagnostics
      12. Global Organization
      13. Multichannel Communications
      14. Content Marketing
      15. Salesforce Strategies
      16. Sustainability Strategies: Beyond the Life Cycle
      17. Summary Points
    3. Chapter 6: Patient Centricity Strategies
      1. Introduction
      2. Patient Centricity Drivers and Barriers
      3. Discovery: Understanding Unmet Needs
      4. Designing Patient-Friendly Clinical Trials
      5. Connecting the Points of Care
      6. Understanding the Patient Journey
      7. Organizing for Patient Centricity
      8. Patient Engagement Metrics
      9. Organization Models
      10. Summary Points
    4. Chapter 7: Drug Pricing in Context
      1. Introduction
      2. The Economics of Drug Pricing
      3. Competing Definitions of Product Value Complicate Drug Pricing
      4. Proving Efficacy in the Real World
      5. Setting the Pricing Strategy
      6. Analyzing New Pricing Models
      7. Deployment of New Pricing Strategies
      8. Experimental Pricing Strategies
      9. Financing the Future: Affordability
      10. New Tools for Outcomes-Data Capture
      11. Conclusion
      12. Summary Points
    5. Chapter 8: Strategic Payer Engagement
      1. Payers Are Not All Alike
      2. New Market Forces Increase Payer Power
      3. The Increasing Importance of the Consumerin the United States
      4. European Payers: High-Level Unity, Low-Level Fragmentation
      5. United States Adopts European-Stylecost-Effectiveness Hurdles
      6. Payer Engagement Strategies Must be Tailored, Scalable, and Flexible
      7. Changing Biopharma-Payer Relationships: From Transactional to Collaborative
      8. New Biopharma Organizational Models Needed
      9. Biopharma-Payer Engagement Must Move Beyond Experimentation
      10. Strategic Payer Engagement Comes in Many Forms
      11. Summary Points
  12. Part 3: New Models for Digital Health
    1. Chapter 9: Digital Health Strategies
      1. Introduction
      2. Biopharma Digital Strategies
      3. Digital Impact on Supply Chain Management
      4. Digital Transformation of Commercial Activities
      5. Consumer-Centered Trends
      6. Provider-Centered Strategies: Telehealth
      7. Conclusion
      8. Summary Points
    2. Chapter 10: Creating Agility Through Data and Analytics
      1. Introduction
      2. Multiple Forces Converge to Create Data and Analytics Opportunities
      3. Healthcare's Four Data Vectors: Volume, Velocity, Variety, and Veracity
      4. Extracting Value from Data Requires New Tools
      5. The Analytics Continuum: From Descriptive to Prescriptive
      6. Data Analytics Across the Biopharma Value Chain
      7. Data and Analytics Challenges
      8. Building an Analytics-First Organization: Cultural not Technical Hurdles
      9. Conclusion
      10. Summary Points
  13. Conclusion
  14. References
  15. Index
  16. End User License Agreement