Matthew Herper  Matthew Herper, Forbes Staff   Pharma &
Healthcare 8/03/2011 @ 6:38AM |52,461 views  Rallying Pharma's
Rebels  Bernard Munos  From the 08.22.11 issue of Forbes
Magazine: Bernard Munos has a radical idea to save the drug
industry: Take bigger risks and cut R&D.  It’s no secret that
the pharmaceutical industry is suffering. With too few
breakthroughs and stagnant finances, the stocks of some of the
industry’s biggest players, including Pfizer and Merck, are down
40% from a decade ago. The industry has cut 300,000 jobs in the
last ten years as the number of new drugs making it to market
slowed to a trickle.  Bernard Munos, 61, who worked in sales for
30 years at Eli Lilly, has spent the past decade studying
pharmaceutical innovation. He thinks he has an answer to what
ails Big Pharma: Cut research and development.  That’s just part
of his prescription for changing how medicines are invented.
Munos says the drug industry needs to spend research money in an
entirely new way. Instead of chasing impr