Is Disruption Just A Young Pup’s Game?
BY JOANNE SHORTHOUSE Executive Summary Big pharma has faced many evolutions to the pharma playbook of old. New technologies such as wearables introduce behavioral change to patients, while e-commerce giants such as Amazon seek a piece of the Rx action. The health care industry has done a reasonable job of weathering the storm inflicted on its core business model over the years, but it has yet to be a true disruptor. As the world marches on is pharma’s choice to disrupt, or inevitably be disrupted for good?
37 / September 2020
How does disruption differ from innovation? Both concepts are too alike to be unrelated, some might say two sides of the same coin. Many companies, in all industries, are innovating in their lane. However, to be a true disruptor means emanating an idea or technology to build a continued operational advantage over competitors. When we think of disruptors in any industry we think of nimble companies that bring real change, not only in the way society thinks but in the way that it acts. Think of Netflix or Amazon; both concepts have revolutionized consumer behavior with technology at the core of its offering. To create this kind of change takes expertise, influence and most often financial backing.
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