Complexity science and systems theory approach to drug markets

New York, USA-based Blue Spoon Consulting Group, has published a strategy document for pharmaceutical companies to reshape the behavior of markets where drugs play a central role. The approach taken by the authors applies ideas from complexity science and systems theory to market creation, claiming to be "an evolutionary leap" in thinking about competition and growth.

"The future of the pharmaceutical industry is not in pharmaceuticals. It lies in servicing health. Even more specifically, it lies in transitioning from an industrial-era view of a business focused on manufacturing and promoting physical products (ie, drug brands), to a model based on organizing business ecosystems from commodity inputs and an inexhaustible flow of data," the specialist pharmaceutical consulting firm argues. The report is available for download from: www.bluespoonconsulting.com.