Robert Brown of Eli Lilly & Co. talks about his predictions for pharmaceutical companies in the wake of 2011 patent expirations. He sees the industry moving toward a more specialized model with smaller, more specific audiences. He's hopeful about the potential for digital to not only smooth the transition, but to connect these smaller groups with the right products and services.
“I think you're going to see an industry that's more focused on smaller products, smaller targeted patients and populations.“
- Robert Brown
- Published October 2010