Pharma's next cash cows could be specialized treatments

Summary

Pharmaceutical companies facing a steep patent cliff are concluding the key to future profits may be customized treatments tailored to patients' genes and lifestyles — not blockbusters aimed at large patient populations. Why it matters: The pivot could influence which diseases get treated in the decades to come, and how much the health system pays. The stakes are huge. More than $500 billion in brand-name drug sales is potentially at risk from generic competition between 2026 and 2032, according to the consulting firm Evaluate. The latest: The race is on to find new treatments that each…

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