Pharmatalkradio

In this industry keynote recorded at the 8th annual Partnership Opportunities in Drug Delivery (PODD) conference, Justin Wright, PhD, Global Head of Innovation, Novartis, discusses how the transformation from traditional drugs to next-generation product systems, where sometimes the drug is only a component of the overall product offering, is creating a opportunity for non-traditional competitors and start-ups to access the market and potentially redefine the value model associated with drug pricing. To stay competitive, the pharmaceutical industry’s current business model needs to evolve rapidly from a reactive to a prevention model. At the core of this type of evolved model will be a dynamic patient interface with extraordinary patient engagement. And the delivery system will undoubtedly be a key enabler in the process. Dr Wright reviews the current and future state with his perspective and cases studies to help shed light on the key areas where focus is needed focus and corresponding opportunities lie. J