1、Competing Through Customer Value:5 concrete steps towards an exciting new era for life scienceA PEN Partnership white paper for the life science industryVersion 1,October Page 2Competing Through Customer Value:5 concrete steps towards an exciting new era for life scienceCustomer Value is known to be

2、 the new competitive battleground for life science companies with good cause.Unsustainable growth in healthcare costs along with development of expensive new medicines,increasingly for use in specialist and rare diseases,means life science companies need to develop a greater return for the significa

3、nt investment healthcare makes in them.The most common way of addressing this challenge is to optimise the price and positioning of product portfolios,but as healthcare budgets become progressively stretched more value will be required.As healthcare systems are becoming defined by increased demand,i

4、ncreased expectations and increasingly expensive innovation,the value they most require is capacity;Capacity in systems,resources,and budgets to allow adequate focus on the management of their highest priorities.As healthcare innovation is the one of the largest drivers of growth in healthcare costs

5、1,life science companies are reasonably required to reduce prices or accept a limited uptake of their medicines as health systems try to improve budget capacity.While this market access lever works to limit growth in costs to an extent,it can only be pulled so far before the symbiotic relationship b

6、etween these sectors becomes irretrievably strained.Concerning trends are appearing across the developed world where the price and patient access of medicines are suppressed to the extent that life science companies are unable to make the revenues and profits required for manufacturing and supply,le