The balance of power is shifting from providers and manufacturers to patients and payers. Change is
driven not only by new products, but by new behaviors and expectations.
Pharmaceutical companies need to engage with customers openly and transparently as power shifts to
The industry has focused more on diversified market portfolios and bottom-line returns than on
top-line growth, as the patent cliff, reduced R&D productivity, pricing pressures, globalization,
and demographics have challenged the long-standing blockbuster business model.
Companies are investing in genetics and genomics and working to improve their scientific
productivity and properly integrate new programs. To get access to the best science, they are
collaborating with academia, governmental and non-governmental organizations, fellow life sciences
companies, and other stakeholders, such as regulators and patient groups.