Darwin's Medicine

Professor Brian D. Smith began his career as a research chemist in a pharmaceutical R&D lab and then spent 20 years in technical and marketing roles before becoming an academic, author and adviser. Working at The University of Hertfordshire and SDA Bocconi, two of Europe's leading business schools, his research focuses on strategy creation and implementation in pharmaceutical and medical technology markets. Brian also runs a specialist consultancy that advises many of the world's largest companies in this sector. He is editor of the Journal of Medical Marketing, has written and co-written three major books, including The Future of Pharma (Gower, 2011), and published many practitioner articles - all of which can be seen at www.pragmedic.com.

• Part 1: The Future of Pharma - Reprise 1. Introduction and an Invitation to Skip a Chapter 2. An Important Industry at Risk 3. The Best Idea Anyone Has Ever Had 4. The Biologists Got There First 5. Applying Evolutionary Theory to the Pharmaceutical and Medical Technology Sectors 6. Explaining the Industry�€�s Past 7. Predicting the Future of Pharma and Medtech 8. Practical Implications for an Evolving Industry 9. Watching the Future Unfold Part 2: An Immeasurably Superior Power 10. Introduction: The Emergent Pressures of Selection 11. Selection Pressures Emerging from the Social Environment 12. Selection Pressures Emerging from the Technological Environment 13. Asking the Right Questions Part 3: Evolution is Cleverer Than You Are 14. Introduction: Orgel�€�s Second Law 15. Technological Innovator Species Emerging in the Government Payer Habitat 16. Technological Innovator Species Emerging in Patient Payer Habitats 17. Operationally Excellent Species Emerging in the Government Payer Habitat 18. Operationally Excellent Species Emerging in Patient Payer Habitats 19. Customer Intimate Species Emerging in the Government Payer Habitat 20. Customer Intimate Species Emerging in Patient Payer Habitats21. A Big Bang of Life Science Business Models Part 4: Guiding the Blind Watchmaker 22. Introduction: From Description to Prescription 23. Which Fitness Peak(s) Should We Climb? 24. What Capabilities Does Our New Business Model Need? 25. How Should We Design a Capable Holobiont? 26. How Do We Build Our Core Capabilities?