Pharma's next cash cows could be specialized treatments

Pharmaceutical companies facing a steep patent cliff are concluding the key to future profits may be customized treatments tailored to patients' genes and lifestyles — not blockbusters aimed at large patient populations.Why it matters: The pivot could influence which diseases get treated in the decades to come, and how much the health system pays. The stakes are huge. More than $500 billion in brand-name drug sales is potentially at risk from generic competition between 2026 and 2032, according to the consulting firm Evaluate.The latest: The race is on to find new treatments that each generate