Commentary: Pharma's future is virtual,say Kate Moss and Dr Steve Arlington of PricewaterhouseCoopers
This article was originally published in Scrip
Executive Summary
In its latest Pharma 2020: Virtual R&D report on the future of the sector, PricewaterhouseCoopers argues that incremental changes are no longer enough. Companies will need to decide what they want to focus on – whether, for example, to continue playing in a mass market or concentrate on developing speciality treatments. And whatever route they choose, they will have to make fundamental changes in the way they work.