Shionogi may have started something here...

Instead of focusing purely on newer treatments, Shionogi has decided to revert to older therapies; much to the annoyance of their investors. 

The strategy was seen to be a backward step, however, Shionogi's CEO Teshirogi is reaping the benefits from this bold move. The success of Crestor being the main example of this. 

This is a refreshing approach from the Japanese pharma. What this creates is a good balance in the industry in terms of revisiting older treatments and discovering new therapies. The scales may still be very much tipped heavily by the new treatments but the Shionogi move may have started a new trend.