Principles of pharmaceutical digital strategy

Leonard Lerer and Mike Piper

Chapter Chapter 2 in Digital Strategies in the Pharmaceutical Industry, 2003, pp 9-24 from Palgrave Macmillan

Abstract: Abstract The head of R&D of a large European pharmaceutical company described his first exposure to email, almost 20 years ago, as an ‘incredible surprise’. He immediately saw the opportunities to run efficient, rapid, global clinical trials, for scientific information to be widely and easily disseminated and for truly collaborative research endeavours. Now, at the end of his distinguished career, he confided that he was astonished that he was seen as technologically backward, just because, when presented with the latest in web technology or e-R&D, he found it impossible to demonstrate the same excitement that he did when he saw the first electronic communication on a flickering monochrome screen. Maybe he did not, as his young collaborators kept saying, ‘get it’. But his true belief in the role of digital technologies in the pharmaceutical industry was demonstrated when, following the dotcom crash, his enthusiasm and investment in Internet applications for R&D increased substantially.

Keywords: Pharmaceutical Company; Digital Technology; Enterprise Resource Plan System; Healthcare Industry; Global Clinical Trial (search for similar items in EconPapers)
Date: 2003
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-59879-9_2

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DOI: 10.1057/9780230598799_2

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