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Pharmaceutical Industry Rapidly Expanding Partnerships With New Entrants in Health Care Space, Ernst & Young Finds
Date:2/14/2011

t pharmaceuticals recently announced collaborations with technology and eHealth firms designed to empower patients to manage their conditions more effectively and to more easily and safely share their personal data with health care professionals.

Becoming a "Partner of Choice" in Pharma 3.0

The Progressions report notes that the pharmaceutical companies that will be successful in Pharma 3.0 will be the ones able to combine their unique assets and attributes with those of potential partners through radical collaborations focused on patient outcomes and the consumer experience. However, successful engagement with these new entrants will require companies to demonstrate that they are the partner of choice in this new health care ecosystem, in three key ways:

Articulating strengths: Pharmaceutical companies have unparalleled knowledge about the drugs they develop, as well as deep understanding of disease states, regulatory pathways and payer requirements. While these strengths could provide significant value in the new ecosystem, companies should recognize that these advantages may be short-lived as non-traditional players could prove quick learners.

Addressing conflicts of interest: The pharmaceutical industry will need to address head on the perception that it has conflicts of interest that would preclude it from being an unbiased partner in innovative business model collaborations. This will be particularly acute in connection to potential perceptions that pharmaceutical companies would favor their own products over their competitors or promote treatment interventions rather than preventive measures. The industry winners will be those companies that actively demonstrate "end to end" value throughout the system with the patient and payers' outcomes paramount.

Taking action to build trust: The industry has seen its reputation decline in recent years.  But much of
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SOURCE Ernst & Young
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