187 sCenarIos desIgn 187 Pharma Business Models of the Future A) Business as Usual • How will our business model look in the future if these two drivers don’t change? B) My.medicine • What kinds of relationships will we have to establish with patients? • Which Distribution Channels are most appropriate for personalized medicine? • Which resources and activities, such as bioinformatics and gene sequencing, do we need to develop? C) The Healthy Patient: • What kind of Customer Relationship does effective preventive medicine require? • Who are the main partners we should involve in developing our business model for preventive medicine? • What does the shift toward preventive medicine imply about the relationship between doctors and our salespeople? D) Reinventing pharma: • What does our Value Proposition look like in this new landscape? • What roles will Customer Segments play under our new business model? • Should we develop relevant activities, such as bioinformatics and gene sequencing, in-house or through partnerships? prevention becomes the main revenue generator treatment remains the main revenune generator personalized medicine becomes a market mainstay personalized medicine remains a fad bmgen_final.indd 187 6/15/10 5:44 PM