Uniting R&D and Marketing for Integrated Early-Stage Market Preparation

Table of Contents

Executive Summary

• Profiled Companies

Connecting R&D and Marketing in Portfolio Planning and Resource Allocation

Bridging the Cultural Gap to Unite R&D and Marketing

• Building a Marketing-R&D Interface
• Transitioning Brands from R&D to Commercial Ownership

lntegrating R&D and Markefing through Organizational Structure

• Shepherding Drugs through Development: R&D-Marketing lntegration on Project and Product Teams
• Enhancing the R&D-Marketing lnterface on Project Management Teams
• Coordinating Early-Stage Marketing Activtties

APPENDIX

• Appendix: New Product Pre-Marketing Plan Sample

CHART AND GRAPHICS

Executive Summary

Connecting R&D and Marketing in Portfolio Planning and Resource Allocation

• Figure l.1: Portfolio Management Challenges
• Figure 1.2: Factors that lnfluence Resource Allocation Processes
• Figure l.3: Resource Allocation Process at Company B
• Figure 1.4: Five Objectives of Early-Stage Product Marketing Funding Requests

BridgingtheCulivralGaptoUniteR&DandMarkefing

• Figure 2.1: Uniting R&D and Marketing for Market-Focused Product Development
• Building a Marketing-R&D lnterface
• Figure 2.2: Begin with the End in Mind:Marketers on R&D Teams
• Figure 2.3: Bridging the Development-Commercialization Gap
• Figure 2.4: R&D-Marketing Co-Governance Structures
• Figure 2.5: Relationship-Building Structures
• Transitioning Brands from R&D to Commercial Ownership
• Figure 2.6: Company A' s Five-Point Decision Process
• Figure 2.7: R&D lnvolvement in Commercial Assessments
• Figure 2.8: Balancing Clinical and Commercial Data in Go/No-go Decisions

CHARTS AND GRAPHICS

lntegrating R&D and Marketing through Organizational Structure

• Shepherding Drugs through Development: R&D-Marketing lntegrdion on Project and Product Teams
• Figure 3.1: Company D' s Commercial Structure
• Figure 3.2: Project Steering Committee Composition at Company F
• Figure 3.3: Lifecycle Management Team Membership
• Figure 3.4: Early-Stage Commercialization Teams at Company A
• Enhancing the R&D-Marketing lnterface on Project Management Teams
• Figure 3.5: Company E' s Matrixed Structure
• Coordinating Early-Stage Marketing Activities
• Figure 3.6: Functional Contributions to Product Marketing throughout Early-Stage Development
• Figure 3.7: Stage-Gate Decision-Making Process at Company C