
The pharmaceutical industry plays a vital role in developing and supplying the medications central to modern healthcare. Pharmaceutical companies drive drug innovation through substantial investments in research and development. As pharmaceutical products become more complex with the path towards personalized care, integrating diagnostics and companion diagnostics into their pipelines is essential. By analyzing genomic biomarkers, they can segment patient populations and develop "personalized medicines" tailored to specific genetic subgroups. Prognostic tests also identify those most likely to respond to therapy, raising questions about optimal treatment sequencing. These new aspects demand innovative health economic solutions.

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