Consumer:
These are individuals in society at
large who are subject to some disease or alteration of their normal life that
requires medication for treatment or cure. They are the consumers of the
medicine.
Marketeer:
This is the department with
responsibility for gathering market data such as likely sales, market
segmentation, and disease and patient knowledge. This knowledge is shared with
sellers and researches, for example.
Provider: These are the individuals and groups who may purchase the medicines
from the pharmaceutical company. Specifically, they may be medical doctors (GPs), health trusts, hospitals,
or other government agencies.
Regulator:
These are the governmental
organizations who determine whether to allow a new medication to be sold for
human/animal treatment or to cure medical ailments. Also they decide whether
established medications can continue to be marketed.
Researcher
& Developer: These are individuals with a scientific background
who choose targets to work on and design novel putative medications. These are
scientists who take the putative drug substance made by a research route, which
is often inefficient. They then optimize the preparation of the drug product,
to the right purity. Also included here are pharmaceutical scientists who
develop and optimize delivery vehicles, formulations, and methods of delivery,
that is, oral, inhaled, and topical, etc.
Trialler:
This is the group of individuals
responsible for designing and conducting clinical trials, gathering data, and
writing the necessary reports to submit to regulatory agencies such as the
Federal Drug Administration (FDA), to gain product approval for use on humans
or on animals (for veterinary products).
Based
on the recollections of Dr. Terrett, the following value network map was
constructed. The numbers show the order in which events occurred. The solid
green lines are tangible deliverables and the broken blue lines are intangible
value deliverables.
