Abstract
Bridge the structural, cultural, process and communications gaps between R&D and marketing in early-stage drug development:
Early-stage product commercialization continues to challenge even the most
skilled and highly respected marketing and drug development organizations.
Changing government regulations, pharmacoeconomics, health care practices, and
scientific innovations have transformed the drug development landscape in the
past decade. As patent protection narrows on many companies' top-selling
brands, the race to market profitable products in record time is intensifying.
These transformations have been met concurrently with rising drug development
costs and diminishing R&D productivity.
These business drivers require organizational and cultural changes within drug
companies in order to unite R&D and marketing - and to direct them toward
shared objectives early in development. Injecting market input into drug
discovery and early clinical development enables marketing and R&D to focus
limited resources on the most promising drug candidates. With market
information, R&D can develop drug target libraries and hone in on endpoints
with the greatest likelihood of fulfilling unmet medical needs. Ultimately, a
continuous exchange of information between R&D and marketing enables companies
to make more informed portfolio decisions, to serve their markets better, and
to achieve higher profits.
This report covers the critical areas in which R&D and marketing need to work
together, including portfolio planning, resource allocation, product hand-offs
and ownership, and project and product team structures. Best practices and
case studies illustrate numerous tools, tactics, organizational structures and
strategies used by top-performing pharmaceutical and biotech companies to
bridge the gaps between R&D and marketing in early-stage drug development
Best practices and case studies illustrate a variety of tools, tactics,
organizational structures and strategies used by top-performing pharmaceutical
and biotech companies to bridge the gaps between R&D and marketing in
early-stage drug development. This report covers all the critical areas in
which R&D and marketing need to work together, including portfolio planning,
resource allocation, product hand-offs and ownership, and project and product
team structures.
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