Cocktail bar: personalised medicine
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Selfcare scenario, with personalised medicine and focus on prevention, mainly driven by ageing population
Developments in time
2010-2015
The pace of aging has accelated globally especially in more developed countries. By 2015, old people make up around 18% of the population in the developed countries. Concerned with health care system adoptbility and the burden of the cronicle diseases of the old people on the whole society, governments started initiatives to asked pharma companies to put efforts into old age diseases researches which emphasize on improving the quality of life and elivate the medical system burdens in the society rather than cure for desearses.
With the help of IT and internet and raising awareness from the aging population, people tend to pay more attention to their own health care and maintenance. They would get a lot of medical and medicine information from websites and play more important roles in their own health.
Meanwhile, big pharma teamed up with biotech companies to have fully integrated value chain.It used to be that the biotech would do all the necessary front-end research and brainwork to create and develop unique therapeutics, and pharma would use its resources to make these therapetuics to be marketable products. With bioparterning, we had the strengths of an intergrated drug development market.
References:
http://longevity.stanford.edu/myworld/articles/populationaging
http://www.bioworld.com/img/S08431_TOC.pdf
2015-2020
By year 2020, over 719 million of world population was over age of 65.
With the leap of biotech and generic,treatments were matched with patients more effectively through the development of new genetic tests and medicines that are targeted to individual's genetic profile, using biomarkers to make these determinations.
Pharma R&D processes were under huge re-engineering to improve time-to-market and profitability.