June, 2014 SMM-109
Pharma’s Shrinking Waterhole
A paradox of evolution is that well adapted creatures are also the most vulnerable; species thrive in their chosen habitat but decline when it changes. The same analogy helps us to see the strategic necessity for pharma companies to reconsider how they will survive in a future industry. This is the third article in Professor Brian D Smith’s series of Darwin’s Medicine articles, published by Pharmaceutical Marketing Europe.