Be Disruptive or Be Disrupted.
By Rick Krohn, President, HealthSense
The molecule-centric model of pharma innovation is out of step with the growing trend toward patient-centric care. It relies on the principle that product – blockbuster or incremental – has and will remain the recipe for continued corporate prosperity. It’s a sustaining strategy, and as illustrated below, sustainable innovation is based on the familiar – the steady state of play. It relies on existing technological competencies and conforms to an existing business model and customer base.
Conversely, disruptive innovation describes a new business model but not necessarily a technological breakthrough. It embraces new ideas and new solutions. More importantly, it frees innovators from the rigid adherence to the ‘new pill’ framework and objective.