The purpose of this research is to underline, through a comparative analysis between two different companies of the same industry, Johnson&Johnson and AstraZeneca, the evolution and the cultural change of Pharma in a digital context, with a particular focus on wearables medical devices, trying to investigate on their future perspectives and on how they affect the market. These technologies may one day fundamentally shift the way that healthcare is delivered and consumed. But before the transformation takes hold globally, an internal companies revolution is needed. For these reasons, the aim of the study is to determine some preliminary ideas as to why these Big Pharma selected or rejected to move in a digital direction and, with a particular attention, why they invested or not in wearable medical devices. The comparison analysis will be conducted after two chapters about business digitalization, digitalization process, pharmaceutical market analysis and wearable medical devices.
Lo scopo di questa ricerca è mettere in evidenza, attraverso un'analisi comparativa tra due aziende diverse dello stesso settore, Johnson&Johnson e AstraZeneca, l'evoluzione e il cambio culturale del Pharma in un contesto digitale,con particolare attenzione verso i dispositivi medici wearable, cercando di analizzare le prospettive future e il loro impatto sul mercato. Queste tecnologie potranno cambiare il settore sanitario, ma prima che questa trasformazione globale avvenga, una rivoluzione interna alle aziende in questione è necessaria. Per questi motivi, l'obiettivo di questo lavoro è presentare alcune idee preliminari sul perché queste Big Pharma scelgano o meno un'alternativa digitale e sul perché decidano di investire o meno in dispositivi medici wearable. L'analisi comparativa sarà condotta successivamente ai due capitoli sulla digitalizzazione del business, sul processo di digitalizzazione, sull'analisi del mercato farmaceutico e sulla presentazione dei dispositivi medici wearable.
DIGITAL REVOLUTION IN THE PHARMACEUTICAL SECTOR: JOHNSON&JOHNSON VS ASTRAZENECA
FADDA, EMANUELA
2016/2017
Abstract
The purpose of this research is to underline, through a comparative analysis between two different companies of the same industry, Johnson&Johnson and AstraZeneca, the evolution and the cultural change of Pharma in a digital context, with a particular focus on wearables medical devices, trying to investigate on their future perspectives and on how they affect the market. These technologies may one day fundamentally shift the way that healthcare is delivered and consumed. But before the transformation takes hold globally, an internal companies revolution is needed. For these reasons, the aim of the study is to determine some preliminary ideas as to why these Big Pharma selected or rejected to move in a digital direction and, with a particular attention, why they invested or not in wearable medical devices. The comparison analysis will be conducted after two chapters about business digitalization, digitalization process, pharmaceutical market analysis and wearable medical devices.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/6486