Focus on niche markets, efficiency turn Biogen around

12/6/2012 | Forbes

George Scangos has turned around Biogen Idec by getting out of highly competitive markets, such as oncology, and focusing on areas where Big Pharma sometimes fears to tread, such as neuroscience and hemophilia. Sales chief Tony Kingsley's strategy of focusing on top-selling drug Avonex instead of the troubled multiple sclerosis drug Tysabri kept revenue flowing and allowed the company to develop BG-12, an MS drug in pill form instead of an injection. Now Scangos is cutting the bureaucracy usually inherent in drug development to refill the company's pipeline.

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