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Personalized Medicine: The Impact of Pharmacogenomics on Pharmaceutical R&D and Sales
Datamonitor, Aug 2002
This analysis evaluates the effect of pharmacogenomics on key stages of the value chain. Datamonitor assesses which therapy areas are most appropriate for pharmacogenomics and how alliances with niche technology providers can boost the commercial potential of the abundance of targets available in the post-genomic era. Best practice recommendations to maximize sales of pharmacogenomics-derived products reflect pharma’s need to develop portfolios of best-in-segment or ‘multi-buster’ drugs.Application of proprietary cost-effectiveness framework to assess the therapy areas that are best suited to pharmacogenomicsBest practice recommendations to position the benefits of pharmacogenomics-derived drugs to patients, physicians and healthcare payersEvaluation of the impact of key niche genomic-based technologies on the pharmacogenomics industry until 2012Analysis of the revenue opportunities associated with the ‘new generation’ of blockbuster products offered by post-genomic scienceAssessment of the ability of pharmacogenomics to solve the pharmaceutical industry’s current R&D productivity crisisMicro-segmented markets do not necessarily mean reduced revenue streams for pharmacogenomics-derived products because genotype screening identifies areas of high unmet need. In fact, the application of pharmacogenomics in cancer significantly increases the revenue potential of drugs with narrow therapeutic indices.Pharma must urgently overcome two key hurdles if they are to integrate pharmacogenomics successfully. Firstly, post-genomic science guarantees a 10-fold increase in the number of drug targets but target validation bottlenecks must be overcome. Secondly, traditional mass marketing is ineffective at positioning pharmacogenomic interventions and radical new approaches are required.By 2010, regulatory bodies will require a diagnostic test before pharmacogenomics-derived products are approved.Maximize the commercial potential of pharmacogenomics-derived products through effective targeting of patients, physicians and payersIdentify the clinical trial stages that benefit most from integrating pharmacogenomicsTarget therapeutic markets effectively by applying Datamonitor’s proprietary pharmacogenomics cost-effectiveness frameworkMinimize the investment risk in accessing niche genomic-based technologies to improve pipeline qualityReduce time and costs by learning from the industry’s leaders when optimizing the commercial potential of genomics-based development strategies
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