Uniting R D and Marketing for Integrated Early-Stage Market Preparation PH100

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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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