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Latest From Michael Retterath
Oncology drug development is undergoing rapid shifts. Bain research shows companies that seek to lead in speciﬁc vertical categories outperform rivals that invest across a broad spectrum of cancer targets.
Bain found that the US prescription market breaks down into at least 22 different customer-based categories that differ significantly from traditional therapeutic and disease areas.
The world’s most successful pharma companies aren’t winning on the basis of absolute scale; they succeed instead thanks to their leadership in a few clearly defined product categories. That approach delivers outsized returns, while helping firms navigate a changing health care landscape where payers and providers increasingly demand evidence of treatment efficacy.