The DNA of Disruptive Innovation
For the past 30 years pharma has thrived on big molecule breakthroughs and savvy marketing, but that model has been challenged by an environment of skyrocketing health care spending, rising development costs and intensifying competition from generics. Clearly, pharma needs a way to rethink its business—change its DNA—and re-invent and renew itself by rethinking the entire end-to-end value chain.