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Author Archives: William Looney
It's Industry's Problem: A Fresh Take on R&D Costs
High in-house failure rates are slowing progress on pricing affordability, says GSK CEO Andrew Witty.
If there is one message that big pharma has applied consistently over the years, it is that drug development is very expensive. Big bucks and long-term investment in the institutional know-how and capacity built exclusively through private enterprise are what count [...]
Planning Beyond the Petri Dish: A Pfizer Case Study
Pfizer’s crizotinib development program combined organization, art, and science— and a large dose of unforeseen risk.
The path to commercializing a breakthrough discovery is rarely a linear process. The orderly rationale of the scientific method is often overtaken by the random artistry of passion, personality, business culture, and sheer luck. Each plays a [...]
Posted in Emerging Markets, Global, R&D Tagged Asia, crizotinib, Emerging Markets, Japan, Korea, NSCLC, Pfizer, R&D Leave a comment
Mining Data to Gain a Competitive Edge
When gauging influence in oncology prescribing, membership in the “club” still counts
As the cancer therapeutics space grows more crowded, the task of identifying and building productive relationships with “key influencers” has become vital to a successful launch strategy. Like everything else in oncology, performing that task is harder today. What was once an inbred club [...]
Posted in Agency Insight, Europe, Strategy Tagged Market Research, Professional Marketing Leave a comment
Whither the Market Research Function?
PBIRG’s 50th anniversary meeting strikes a note for change—because the alternative is a drift toward organizational irrelevance
It’s easy to be complacent about the harsh competitive challenges facing Big Pharma today. We all know what these challenges are, and the temptation is to address them in the abstract. As if all this complexity can be [...]
The Seven-Billion Society: What's In It For Pharma?