Pharma must re-invent itself and inject new ideas into its business model by hiring talented people from outside the sector, according to Richard Barker.
Delivering a keynote speech at the Economist conference in London, the ABPI's director general said pharma was still too incestuous, and needed to bring in outside talent to transform its business model.
Barker said the industry's goal had to be "re-inventing not re-trenching." He added: "If we're willing to re-invent ourselves, we can emerge from this recession with at least one powerful stake in the economic future."
Dr Barker said companies should draw on the pool of account management and communication skills that exists outside the often inward-looking industry.
He said: "[We] need to use the right people and channels to build and maintain relationships with every point that makes or influences decisions. Its a completely different world."
Barker said fresh approaches were needed across the business supply chain, including R&D, regulation of products and access to medicines.
He says the common vertical integration model with some external outsourcing should be swapped for an open innovation model, where a virtual network of people and organisations contribute to the business.
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