The Future of R&D in Pharmaceutical Industry in 2025

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EMBA09 team:
Murat Akguc
Ruth Donners
Peter Friedl
Susan Liu

Work under construction. In case you have any questions, additions or comments, please do not edit these pages, but you are more than welcome to contact us.

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Scenarios

Below the 4 developed scenario's can be found, just click on the link to get the full description.

Cocktail bar: personalised medicine
Selfcare scenario, with personalised medicine and focus on prevention, mainly driven by ageing population

Networked healthcare system
Scenario wherein the healthcare system is more integrated, shorter lines between pharma, medicine, insurance companies, which gives pharma incentive to focus more on market pull than technology push

Pharma Valley
Big pharma companies won't be anymore, and a whole scale of specialised smaller R&D companies will emerge

Prevention is the cure
R&D of pharma will go to put part of its focus on establishing health claims for preventative formulations, like food, neutraceuticals and supplements

Research Questions

  • Will the system of blockbusters continue? Ie. no more blockbusters in the future, even focus on generics, or are there still enough other diseases to cure with one type of drug or without simply incrementally improving existing drugs?
  • Move to emerging markets (subquestions: what is government stance, how is local infrastructure (ie. can you get the drugs to the people?)?
  • What are regulatory issues regarding local registration of the drug?
  • Will medicine stay a mass product or will personalised medicines become prevalent?
  • Will pharmaceutical industry as it is today stay profitable?
  • Is there going to be a breakthrough in health?
  • Will preventative measures be implemented instead of current focus on care once ill?
  • Will pharma R&D stay consolidated or become more fragmented?
  • Will there be structural reform in health industry?
  • Will pharma industry become less technology push and more market pull?
  • Generics vs. Patents? What will the IP landscape be?

Driving forces

Edited existing ones

Increasing potential to grow based on new available technology
Struggling old world economy
Increasing Empowerment of Consumers in Healthcare System
Continuously growing demand for new medical applications
The increasing gap between developed, emerging and poor economies
The increasing globalization of markets
Power of the United Nations
Legal Restrictions for Biotech increasing in certain countries, decreasing in others


Added new ones

IP rights
Logistics/Distribution
Illnesses of global importance/Pandemics
Research budget in pharmaceutical industry
Effect of development of health care system in emerging market countries to existing pharmaceutical industry
Unification of regulatory approval
Increasing Competitiveness through innovation in biotechnology
Changing business models for pharmaceutical industry


Systems diagram

Moving from chaos to relief

Brain Storming Chaos
Final Relief

Resources