engleski

Issues in Identifying the Economic Parameters of individualized Service

Following our past interest in the evolution of business models in personalized medi-cine we propose to address the issue of technology scaling as a quest for reaching economies of scale in new markets. Introducing new technologies from the economic angle has traditionally been visualized as a staged process, or rather a loop of iterations involving three stages: research accompanied by market targeting ; market entry or market creation, when needed ; and third, redesign for mass-dissemination. The latter stage often went under the term market scaling. The economic logic of such a process was straightforward: designing products and services for mass production would lead to lower production costs, thus increasing attractiveness/availability of a technology to a larger population. The consequence was that investments in R&D were recuperated in the shortest possible period. Furthermore, under favorable market conditions, a well-designed technology was capable of earning sufficient returns to finance a new round of investments. However, when it comes to disruptive technologies and the new trends of personalizing services, the traditional idea of technology scaling may need some refinement. We argue that technology development loop for personalized medicine should be analyzed in order to define up to what point of the technology enhancement process we keep needing mass production effects. We believe scale (along with issues of market concentration) will be present all the way until the level of clinical practices. Under such perspective, even though we call the technology personalized, it does not in effect fall out of the traditional development path

personalized medicine, innovation, proliferation of knowlegde, mass peoductions vs. personalized approach to economics

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