The End of the Pharmaceutical Blockbuster
The 90's have seen a pharmaceutical industry dominated by "mega blockbusters." But according to a study published by the Boston Consulting Group, the days of the blockbuster as a vehicle for sustainable success are limited. Rather, drug companies will gradually move away from broad-scale products with lower efficacy toward targeted products that offer greater efficacy to smaller patient populations. The shift away from blockbusters will be driven by pharmacogenomics but also by "consumer-centric care."
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