Big Pharma must increasingly look to niche products, rather than blockbusters, to solve its growth problems. With a growing body of research demonstrating that major diseases like rheumatoid arthritis are, in fact multiple diseases requiring different therapeutic regiments, the once-size-fits-all paradigm will be superseded by one emphasizing more targeted drugs. This will require that drug companies look both internally and externally for a number of therapeutics, which individually will be relatively limited in market, but as a group could create a highly profitable business. Indeed, a key to success will be creating franchises of multiple products for symptomatically related conditions.
At some point, the drug industry will have to face what might be
called the Miracle on 34th Streetbusiness problem.
In this old Christmas movie, Macy's department store had, all unknowing, hired the real Kris Kringle to play Santa Claus....
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