Darwin's Medicine How Business Models in the Life Sciences Industry are Evolving

Darwin?s Medicine is the sequel to Brian D. Smith?s influential and critically acclaimed Future of Pharma (Gower, 2011). Whereas the earlier book predicted the evolution of the pharmaceutical market and the business models of pharmaceutical companies, Darwin?s Medicine goes much deeper into the drivers of industry change and how leading pharmaceutical and medical technology companies are adapting their strategies, structures and capabilities in practice.

Through the lens of evolutionary science, Professor Smith explores the speciation of new business models in the Life Sciences Industry. This sophisticated and highly original approach offers insights into:

• The mechanisms of evolution in this exceptional industry;
• The six great technological and social shifts that are shaping its landscape;
• The emergence of 26 distinct, new business models; and
• The lessons that enable firms to direct and accelerate their own evolution.

These insights map out the industry?s complex, changing landscape and provide an invaluable guide to those firms seeking to survive and thrive in this dynamic market.

The book is essential reading for anyone working in or studying the pharmaceutical, medical technology and related sectors. It provides a unique and novel way of making sense of the transformation we can see going on around us and a practical, focused approach to managing a firm?s evolutionary trajectory.

Part 1: The Future of Pharma - Reprise

1. Introduction and an Invitation to Skip a Chapter

2. An Important Industry at Risk

3. The Best Idea Anyone Has Ever Had

4. The Biologists Got There First

5. Applying Evolutionary Theory to the Pharmaceutical and Medical Technology Sectors

6. Explaining the Industry’s Past

7. Predicting the Future of Pharma and Medtech

8. Practical Implications for an Evolving Industry

9. Watching the Future Unfold

Part 2: An Immeasurably Superior Power

10. Introduction: The Emergent Pressures of Selection

11. Selection Pressures Emerging from the Social Environment

12. Selection Pressures Emerging from the Technological Environment

13. Asking the Right Questions

Part 3: Evolution is Cleverer Than You Are

14. Introduction: Orgel’s Second Law

15. Technological Innovator Species Emerging in the Government Payer Habitat

16. Technological Innovator Species Emerging in Patient Payer Habitats

17. Operationally Excellent Species Emerging in the Government Payer Habitat

18. Operationally Excellent Species Emerging in Patient Payer Habitats

19. Customer Intimate Species Emerging in the Government Payer Habitat

20. Customer Intimate Species Emerging in Patient Payer Habitats

21. A Big Bang of Life Science Business Models

Part 4: Guiding the Blind Watchmaker

22. Introduction: From Description to Prescription

23. Which Fitness Peak(s) Should We Climb?

24. What Capabilities Does Our New Business Model Need?

25. How Should We Design a Capable Holobiont?

26. How Do We Build Our Core Capabilities?

Professor Brian D. Smith began his career as a research chemist in a pharmaceutical R&D lab and then spent 20 years in technical and marketing roles before becoming an academic, author and adviser. Working at The University of Hertfordshire and SDA Bocconi, two of Europe's leading business schools, his research focuses on strategy creation and implementation in pharmaceutical and medical technology markets. Brian also runs a specialist consultancy that advises many of the world's largest companies in this sector. He is editor of the Journal of Medical Marketing, has written and co-written three major books, including The Future of Pharma (Gower, 2011), and published many practitioner articles - all of which can be seen at www.pragmedic.com.