Health insurance companies are cutting costs, patents are expiring and the competition from makers of generics is on the rise. Although pharmaceutical companies around the world are investing more in research & development (R&D) than ever, productivity remains low and innovations have thus far been unable to offset declining sales. Companies therefore must fundamentally redefine "innovation" and make it top priority.
The Roland Berger study entitled "What's next? Innovating the concept of innovation in the pharmaceutical industry" analyzes trends and innovation concepts among pharmaceutical companies worldwide that manufacture primarily patented prescription medication. The participating companies represent 21 of the world's largest 30 pharmaceutical groups and over half of global pharmaceutical sales.
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