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Customer Centric

Major changes in the pharmaceutical and healthcare environments over the past 10 years have driven an urgent need to rethink how medicines are delivered to patients. The heyday of the pharma industry was in the 1980s and 1990s, when a range of blockbuster drugs secured continuous revenues and rapid growth for the major researchled drug makers. Pharma was then a blunt instrument aimed at treating a broad range of conditions, with often as little as a 20% success rate and trialand- error approach. If the first drug did not work, try another until some progress was seen in the patient.

This approach is no longer possible, nor is it acceptable to the healthcare industry or the patients. The information age and growing access to modern medicines around the world have increased expectations. Additionally, due to the complexity of an ageing population, drug patent expiries leading to collapsing revenues, and economic pressure from the payers of healthcare, pharma companies are now expected to demonstrate efficacy and costeffectiveness from day one.

The pharma industry has responded: massive restructuring activities have been undertaken to reduce costs, and advanced research in fields such as pharmacogenomics have opened the door to turn this blunt instrument into a precision tool.

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Colin Reed is Marketing and Strategy Director at Amcor Flexibles Healthcare Europe, Middle East, and Africa. He has 19 years of experience in healthcare packaging and has held previous leadership positions in operations and marketing, including managing businesses in Asia-Pacific. Colin is a UK national and holds a Bachelor of Engineering degree and an MBA.
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