One of the points that Vasella made when Mark Fishman was hired was that NVS would fund research into rare genetic disorders. These diseases are rarely researched by other pharma because the markets were presumed too small. NVS' thinking is that the once a pathway is understood and an effective treatment developed that similar pathways may be shared by other poorly understood diseases.
A side benefit to this approach can be better patent protection afforded by orphan drug status. NVS has been successful finding broader application for a drug once it is developed as in the case of Gleevec use for GIST.
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