Pharma Futures 3: Emerging Opportunities

Pharma Futures:
A Long-term Value Outlook. This
report identified three plausible
futures, each of which represented
significant change for the industry.
Scenario 1 – the Producers Scenario –
focused on an operating environment
in which emerging markets come to
the fore. Scenario 2 – The Patients
Scenario – highlighted patients as
consumers and individualised
medicine. Finally, Scenario 3 –
Politics and Public Health Scenario –
described how a global flu pandemic
led to greater government and

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