"Biotech companies have long been innovators, using the latest technologies to enable cutting edge science to help patients with serious diseases. This book is essential to help biotech firms understand how they can–and must–apply the newest technologies including disruptive ones, alongside science, to innovate and bring new value to the healthcare system."
JACQUALYN FOUSE, PhD, Executive Chair, Dermavant Sciences and Retired President and Chief Operating Officer, Celgene

"Simon and Giovannetti have written an essential user's manual explaining the complicated interplay of the patients who deserve cutting-edge medical care, the biotechnology companies (big and small) creating the breakthroughs, and the healthcare organizations and clinicians who bridge those worlds."
BRUCE DARROW, MD, PhD, Chief Medical Information Officer, Mount Sinai Health System

"Since the mapping of the human genome was completed nearly 15 years ago, the biotechnology industry has led the rapid translation of raw science to today's innovative medicines. However, the work does not stop in the lab. Delivering these novel medicines to patients is a complex and multifaceted process, which is elegantly described in this new book."
JOHN MARAGANORE, President and Chief Executive Officer, Alnylam Pharmaceuticals

"A comprehensive and captivating review of the many and sometimes unexpected impacts of digitalization on the Bio Industry. A 'must read' for anyone involved in the race for efficiencies and the quest for patient-centric solutions."
BERNARD POUSSOT, former Chairman and CEO, Wyeth

A comprehensive overview of the new business context for biopharma companies, featuring numerous case studies and state-of-the-art marketing models

Biotechnology has developed into a key innovation driver, especially in the field of human healthcare. But, as the biopharma industry continues to grow and expand its reach, development costs are colliding with aging demographics and cost-containment policies of private and public payers. Concurrently, the development and increased affordability of sophisticated digital technologies has fundamentally altered many industries including healthcare. The arrival of new information technology (infotech) companies on the healthcare scene presents both opportunities and challenges for the biopharma business model. To capitalize on new digital technologies from R&D through commercialization requires industry leaders to adopt new business models, develop new digital and data capabilities, and partner with innovators and payers worldwide.

Written by two experts, both of whom have had decades of experience in the field, this book provides a comprehensive overview of the new business context and marketing models for biotech companies. Informed by extensive input by senior biotech executives and industry experts, it analyzes the strategies and key success factors for the financing, development, and commercialization of novel therapeutic products, including strategies for engagement with patients, physicians, and healthcare payers. Throughout the book, case studies provide researchers, academics and students, corporate marketers, senior managers, consultants, financial analysts, and other professionals involved in the biotech sector with insights, ideas, and models.