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Five years ago, many in the industry were convinced that wireless technologies would ultimately deliver the lion share of supply chain security improvements in the life sciences, leading to the eventual elimination of most counterfeit drugs from US-based distribution channels. However, RFID and related wireless technologies have been slow to reach critical mass due to a mixture of lacking standards, cost issues, and reliability concerns. At the beginning 2009, 43% of companies were assessing RFID (doubling from 21% a year earlier) and 20% had actually implemented RFID in some fashion within their organization. Use cases ranged widely from the track & trace of drugs, to areas like biospecimen tracking and sample management. The greatest traction had come in areas where companies had full control over the technology's application without 3rd party adoption dependence (such as in supply chain situations).

Sitting here at the SAS analysts conference in Colorado, an elegant representation of the decision analytics value chain was presented. Beginning with standardized reports and moving through automated alerts en route to predictive analytics and finally optimization, the decision analytics value chain characterizes the maturity of tools available to decision makers at all levels within an organization. In our discussions with industry leaders across the entire health industry spectrum, their ability to access and exploit available information to reduce risk in strategic decision making is clearly recognized as a highly desirable capability and their current capabilities can be easily ranked using the SAS decision analytics value chain. Execution of effective information management is clearly a more difficult proposition, requiring change across the organization supported by both effective IT infrastructure and applications. As companies have strengthened their commitment to near term initiatives supporting improving operational efficiencies, focused R&D pipelines towards efforts with an increased likelihood of success, and drastically cut costs across the organization, there has been increased focus and investment in efforts that raised the access to and visibility of data that can directly influence future success (and potential failure). By systematically enabling more real time access to data and analytics to support actionable decision making, companies that are more efficiently moving down the decision analytics value chain will be better positioned for both near and long term success.

A few years ago, I had the opportunity to look closely at the service effect approach to outsourcing that AstraZeneca was using to manage its outside vendors. At the time, AstraZeneca's approach could be considered visionary, since it was one of the earliest examples of a life science company that was willing to relinquish tight control over its vendors and allow the vendor to gain from exceeding expectations or share in the loss of failing to meet expectations. Over time, this model has expanded across the industry as companies have more closely examined what they consider core competencies and are increasingly outsourcing and/or partnering on a growing list of activities that include research, development (especially clinical trials), manufacturing, and regulatory affairs. As I have discussed in recent reports, IT infrastructure is also on the chopping block via IT cloud services, a process whose adoption following broader industry acceptance seems to be occurring with barely a lag. In all of these areas, it remains clear that effective information sharing, including strategic expectations, productivity outcomes, and costs, is key to successful initiatives. It is also increasingly clear that the key insights are also applicable within life science organizations with no groups, functions, or divisions exempt from scrutiny. During transformative times, old models are continuing to fall by the wayside.

A few weeks ago I discussed with another member of our online community how pharma's were placing increased focus on the pharmacy. The pharmacy, being the final decision point for the consumer, is becoming a higher priority target for pharmas as opportunities to influence physician prescribing behavior continues to diminish.

Recent announcements by Pfizer and GSK that they are making significant cuts in worldwide staffing (estimated at more than 19,000 and 4,000 positions respectively) continue to shake the life science industry. For many of the researchers included in the RIF (reduction-in-force), fear, uncertainty, and foreboding preceded the move, with the falling axe a confirmation of their deepest fears. For more experienced researchers, the transition is likely to be painful, since it has been many years since they last tested the waters of the job market. Strong scientific expertise alone is not likely to make the transition easy, since a large number of job seekers with comparable skill sets are also in the competition. To succeed, job hunters need to reach beyond their science mindset for other tools in their arsenal, with a focus on more pragmatic and process oriented capabilities. Project and process management skills, the ability to leverage technology to empower collaboration and improve operational effectiveness, and strong communication skills will be strong differentiators and valued assets in the new life science ecosystem. With many of the new technical opportunities arising within smaller, more entrepreneurial biotechnology and biopharma companies, individuals that bring a diversity of skills will always be in demand. Unfortunately for many (especially in the United States), these new opportunities are no longer limited geographically and are expected to arise in emerging players around the world (at a substantial discount to traditional U.S. market salaries).

One of our newer web-based presentation formats here at IDC Health Insights is our live chat format. In addition to the traditional webinar, where we present the results of our research for an hour and then try to leave a few minutes to field questions at the end, we now also offer the live chat format, which is designed to be more open and interactive. Live chats include 30 minutes of open-ended discussion, and are geared specifically toward IDC Health Insights analysts answering questions from members of the life science community. Anyone who is interested in a particular topic can attend and ask questions.

The likelihood of the $1000 genome is at hand, whole genome disease studies are in progress at multiple sites, and regular announcements continue trumpeting the discovery of the relationship between genes and disease. While genomic research has yet to fully prove its value by uncovering the root cause of a major disease and highlighting the direct path to a cure, it is at the cusp of moving beyond the disease risk correlation towards more actionable information that will enable practicing physicians to make better therapeutic decision making, resulting in improved patient outcomes today. This progress is moving much faster than originally anticipated and promises to change the face of medicine forever. These advances have been catalyzed by advances in technology as well as leading efforts in translational medicine at organizations like Partners Healthcare in Boston and M.D. Anderson Cancer Center in Houston. It is also clear that progress is coming at a time when it is most needed. The ability to determine beforehand which drugs will work and which ones will not work has the potential to save millions in dollars from both averted use of therapeutics that were unlikely to work as well as reduced costs from a shorter path to improved patient outcomes.

Pharmaceutical sales reps have historically leaned heavily on soft-dollar promotional budgets to help create influence and capture the attention of physicians with items like free pens and notepads. More importantly, as physician availability has continued to grow more scarce over the years, sales reps have relied a great deal on taking physicians out to lunches, dinners, and offsite meetings to help create an environment where they can capture their undivided attention. However, that is quickly changing now. Due to the cumulative effect of the new PhRMA code, combined with OIG regulations, the Physician Payment Sunshine Act, and state-by-state mandates that have been creeping up across the country, mostly all soft-dollar sales tactics are now becoming obsolete. This is placing tremendous pressure on pharmaceutical companies to redefine the way they approach and interact with physicians.

Moving into the new year, most industry pundits are trumpeting the end of the economic crisis that has significantly impaired advances in the life science industry (and other industries as well). It is clear that the financial markets are loosening their grip on new funds for the industry through both venture capital as well as the opportunity for IPOs. Mega pharmas are continuing their unabated pursuit of M&A in hopes of allaying fears regarding their upcoming blockbuster drug patent expirations. From our own pulpit, we will shortly be announcing our 2010 Predictions for the industry as well. Despite the growing optimism regarding the future, it is also clear that both companies and investors will be more diligent and thorough in their actions as they actively move forward. To be successful in these new brighter days ahead, companies must pursue their aspirations from a solid foundation (both strategic and operational) with a vision towards both near and long term achievable milestones. Companies failing to excel at the fundamentals can be expected to fall behind, despite the emerging window of opportunity. The performance threshold just went up and this will be the new norm. More details follows.

Life science companies face significant challenges around the sales and marketing environment, as OIG regulations, the Physician Payments Sunshine Act, the new PhRMA code, and state-by-state mandates quickly reshape operating guidelines. In response, some companies are evaluating enhanced CRM,/SFA solutions to increase their sales and marketing capabilities and promotional competitiveness.

The life science industry continues to move forward as it tries desperately to fill expected loss of revenue from drug blockbusters over the next several years. Major M&A between mega pharmaceutical companies promises to restore profitability through increased operational efficiency, although this approach can only hope to maintain a somewhat proportionate rate of return at a lower combined revenue level. Acquisitions of smaller biotechnology companies are a higher risk bet on the success of drugs in the pipeline, paid for at a premium that is likely to only get higher moving forward. In all cases, the prolonged development and approval process guarantee that bets made today will not pay off for at least a few years at best and never, at worst. Are we in desperate times in the industry or simply moving from one business model to the next?

Over the past five years, as margin pressure has increased and cost reduction efforts have taken center stage, companies have scanned the enterprise with a fine-tooth comb, looking for opportunities to regain margin. As more data has become available specifically highlighting the magnitude of potential losses from revenue leakage in the channel, this issue has quickly risen on corporate radar screens.

The final phase of adoption of the Genetic Information Nondiscrimination Act preventing group health insurers for companies with 15 or more employees from denying coverage based on genetic information took effect on November 21, 2009. This follows the May 21, 2008 signing of the bill, which initially covered both employer action and individual health insurance plans. This final nail in the genetic discrimination coffin eliminates the last possibility that a company could play big brother using genetics as a strategic advantage in employee hiring and firing. As a diversion from traditional blogging, it makes sense to republish my original newsletter article from 2008, since the discussion remains the same (included below). Genetic discrimination, may it rest in peace.
As always, I welcome comments and discussion from our readers.

Pharmaceutical sales and marketing has become increasingly challenging over the last several years for a number of reasons. Rising patient loads resulting from the aging baby boomer generation have overloaded doctors, leaving little to no time for physicians to see pharmaceutical sales representatives. The average interaction time between a physician and sales rep is now less than 30 seconds in primary care settings. Industry regulations have gotten much stricter as well, creating numerous obstacles for pharma manufacturers.

Recent shortages of H1N1 flu vaccine have spurred numerous news reports highlighting alternative vaccine manufacturing options that could have rapidly filled current shortages and provided vaccines to consumers in the United States. It is clear that the current approach to vaccine production (i.e. growing virus in chicken eggs) is antiquated, cannot deliver vaccine in a timely fashion (other than routine annual vaccines with a long lead time), and is severely limited by availability of large quantities of raw materials. Vaccine alternatives, including use of adjuvants to improve the efficacy of existing vaccines (thereby allowing current vaccine supplies to be stretched farther) and cell culture based production methods that promise to reduce production time from months to weeks, are being highlighted while failing to recognize that these options are untested in large populations. From the layman’s perspective, these options are a failure of the system to act. The industry and government’s perspective is somewhat different, recognizing that unproven processes carry unknown risk that the public is unwilling to tolerate. This disconnect is the basis for misconception and confusion, driving specific agendas from across the business and political spectrum. While an informed public is the answer to this dilemma, it is virtually impossible to deliver a consensus opinion, since leading voices are afflicted with the agendas already mentioned.