In the next five to ten years, the pharmaceutical industry will begin to experience major changes. Advances in biological and genetic sciences and the increasing power of the consumer in the health care marketplace will be the primary drivers of these changes. The revolution in science will transform the pharmaceutical marketplace; there will be changes in what companies can offer and what consumers—patients, doctors, and payers—can expect to receive. Advances in science, coupled with increased consumer demand for pharmaceuticals and passage of legislation allowing companies to market products directly to consumers, already have begun to transform the landscape for pharmaceuticals.

Two broad themes emerge in the pharmaceutical marketplace of the

future: an increase in the segmentation of products and markets, and the importance of relationships. Advances in science will allow innovative new drugs to treat specific populations based on their genetic makeup. Industry will deliver these drugs to people based on their preferences and will tailor specific treatment regimens supporting their lifestyles and behaviors. Consumers will receive highly targeted and specific marketing messages based on their use of technology, health status, ethnic and racial background, gender, age, and interests and activities.

2001

• SR-756_Future_of_Pharmaceuticals.pdf

  The Future of Pharmaceuticals [SR–756]