Title: The Molecular Revolution. Medicines for “My Body” vs. Medicines for “Everybody”
Description: Preparing for a future of unseen opportunity in healthcare requires a profound shift in thinking from all the stakeholders: A new era of personalized medicine, ushered in by advances in biotechnology and genetic engineering (among other technologies), will radically transform the nature of the healthcare systems world-wide. From the economies of healthcare to biotechnology, and the ethics of genetic testing to ethnicity and individualized medicine, this book explores the new relationships that are being forged across the social, political, medical-industrial sectors of the healthcare environment. Packed with scientific information, details on research, drug development, therapeutic progress and medical industry strategies, "Targeting a Future of Immense Opportunity" is a sourcebook of data and profound analysis for all those who wish to master the intricacies of this vast and complex terrain. This is an in-depth, wide-ranging, fact rich and thought provoking analysis of the issues and dynamics driving Healthcare stakeholders towards a future of unseen therapeutic, preventive and predictive opportunities in healthcare.It masterly synthesizes future scenarios in a promising, fast changing health & wellness-care environment, and the credibility aspect of targeted medicines' claim of efficacy, created by advances in medical care. 
It is highly valuable and very timely. Over the past two years, the author has talked to nearly 100 key healthcare professionals, scientists, politicians, medical industry executives, regulators and opinion leaders. The result is a title that lays bare the progress in medicine and reveals the opportunities there for the seizing. "Targeting a Future of Immense Opportunity" offers you an inside view into the workings and the various survival approaches of today's primary care "blockbuster" model focused pharmaceutical companies. For many years, companies have mass-produced medicines for the population at large. Tomorrow's individualized healthcare asks for a novel approach in the form of "marketing to the individual". This book explains how an industry in turmoil can take a different perspective and identify enhanced opportunities by looking at new niche markets for "tailor-made" drug therapies, preventive treatments and new disease areas.By 2012, and largely due to the billion dollar cost of basic drug research, only five of today's major Western pharmaceutical companies, joined by a few newly arrived industry giants from India and China, are expected to be responsible for 80% of global innovative drug research. 
Society will have to decide if this is in the world community's interest? Will the world leave the choice of therapeutic research areas to a handful of company CEO's? To justify its existence, what future role can the industry play in the healthcare value chain? The medicines currently marketed reach only about 10% to 20% of the body's possible drug targets, or 400 to 500 protein receptors and enzymes out of an estimated 5.000. In the next twenty years, all 5.000 targets will be accessible. Nanotechnological advances will allow the effective introduction of personalized therapy, such as administration of a small dose of a drug to obtain maximum effect; the reduction of secondary effects by means of drugs that act only on the therapeutic target; or the development of new more effective administration routes.With the first generation of individualized cancer therapies about to become reality, are you prepared to better understand tomorrow's medicines markets? Are you prepared for exciting new technologies that will increasingly, and rapidly play a role in revolutionizing the fields of oncology, immunology, degenerative diseases and other targeted therapy segments? 
If not, then you may want to read this book now.