Reshaping The Behavior Of Markets Where Drugs Play A Central Role
NEW YORK --(Business Wire)-- Blue Spoon Consulting Group, LLC, today published a framework for pharmaceutical companies to reshape the behavior of markets where drugs play a central role. Available for download through the Blue Spoon Consulting website (www.bluespoonconsulting.com), the approach applies ideas from complexity science and systems theory to market creation, making an evolutionary leap in thinking about competition and growth in an advanced economy.
The future of the pharmaceutical industry is not in pharmaceuticals. It lies in servicing health. Even more specifically, it lies in transitioning from an industrial-era view of a business focused on manufacturing and promoting physical products (i.e., drug brands), to a model based on organizing business ecosystems from commodity inputs and an inexhaustible flow of data. This is a dramatic shift in positioning using new assumptions about value, new forms of organization, and a new frame of reference for competitive strategy defined in 21st-century terms. For drug companies to make this transition successfully, the metabolism of structural change in the legal, regulatory, political and reimbursement systems that govern health markets must accelerate – these institutions are also at a crisis point, radically out of sync with snowballing transformation in a globally-linked, knowledge-oriented society.
The shape and texture of a modern strategy involves working with connectivity in a whole new way. There are more than 100 risk factors associated with cardiovascular disease1; each risk factor operates as a distinct market segment, with its own players and business dynamics. The framework published today centers on the idea of risk-factor alignment through marketspace alignment: a pharmaceutical component is positioned as a keystone that links a set of economic actors to a new standard of care, creating a new business ecosystem that incorporates inter-related product, service, technology, and information components around a unified view of the customer.2 The standard of care becomes a source for new value, comparative advantage, and market development that spans industry environments.
Blue Spoon is a strategy and marketing consultancy for the pharmaceutical industry. We are unique with a framework to shape tactical innovation, strategic differentiation, and strategic imagination at a system level. Our solutions transcend industries and technological contexts, breaking from convention with a body of concepts that help companies becomes more agile, creative, and focused on achieving results. Simply put, Blue Spoon is different. Visit: www.bluespoonconsulting.com.
1Atlas of Heart Disease and Stroke, World Health Organization
2Actors linked in new business ecosystem: Pfizer, General Mills, Blue Cross/Blue Shield, Cerner Corporation, Google
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