Pharma manufacturers need to make strategic decisions whether using biomarkers to segment the patient population and the potential market size, makes sounds business sense compared to pursuing a blockbuster strategy. Partnerships between pharma companies and molecular diagnostics companies are often the way forward, but questions remain with regards to final IP and product ownership, legal and contractual issues and marketing rights. Various possible R&D and business models exist, whether developing drug and biomarker in-house, outsourcing or partnering, but no one really knows yet which models define "best practice". During research and development, there are also many scientific and regulatory obstacles that also need to be overcome for more promising Dx/Rx products combinations to reach the market.
At the same time, payers and health technology assessors are increasingly looking for more value for money in health spending. Many such organizations maintain that they are willing to invest in drugs that offer significantly improved levels of patient safety and efficacy, if somehow clinical outcomes data can provide compelling evidence of real added value. More and more HTA agencies are realising the potentially strong benefits of reimbursing drugs that are targeted towards a genetically defined patient population, rather than the current one drug for all approach of blockbusters. Although, many questions remain unanswered, including how much extra payers are really willing to invest in reducing risk via higher-priced drugs designed for a smaller marketplace and to what extent they are prepared to pay for expensive genetic diagnostic tests that accompany them.
Why attend? - Gain a complete understanding and overview of the economic and business realities and potential of personalized healthcare today and in the future
- Find out if the blockbuster strategy is alive or dead in the eyes of industry experts, payers and health technology assessors
- Understand how to design and implement a commercially viable business model for both drugs and companion diagnostics
- Discover how to overcome scientific, technical, regulatory, intellectual property hurdles to launching pharmacogenomics products
- Determine the real market value of personalized medicines and companion diagnostics in terms of how much payers are willing to invest in such innovation and how to gain access
Who Will Benefit? Pharma, Biotech, Diagnostic companies
CEOs, Vice-Presidents, Directors, Senior Managers of: Personalized Medicine, Business Development, Heads of Therapeutic Area, Corporate & Strategic Marketing, Health Economics and Outcomes Research, Market Access, Pricing & Reimbursement, Heads R&D, Biomarker R&D, Chief Scientific Officers, Heads of Discovery, Portfolio Management.
Other Stakeholders: Ministries of Health, Health Technology Assessors, Academia & Policy Makers 
