Modeling Pharmacogenomics' Impact
With the intuitive appeal of pharmacogenomics (PGX) now largely accepted, pharmaceutical companies are wrestling with whether and how to incorporate PGX information into their drug discovery, development, and marketing processes. Yet largely absent from the advocacy of the pharmacogenomicists is a detailed discussion of the impact PGX could have on market share and average drug revenues. Based on discussions with industry leaders and using data from markets for certain existing drugs, the authors, members of the consultancy AT Kearney, developed a set of assumptions and constructed a framework to quantify the impact of PGX on both the revenues of the average drug and on the overall size of the pharmaceutical market for a given indication.
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