Both Sides Now: The Great Pharmaceutical Gold Rush
A Round-Table Discussion
Tuesday, October 21, 2008
1:00 - 2:00 pm
Breakout B
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Dev Das
Director, Marketing Research
Auxilium Pharmaceuticals Inc
www.auxilium.com
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Tjun Wong
Executive Director,
Marketing Research
Novartis Pharmaceuticals
www.novartis.com
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John H. Krick, MBA
Vice President
TVG
www.tvg-inc.com
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Donald L. Marshall
Vice President, Advanced Analytics and Chief Methodologist TVG
www.tvg-inc.com
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Presentation Abstract
A lot has been written about the shrinking pipelines in large pharma and biotech companies, and the reverberations being felt throughout the industry. The race to fortify these pipelines and jumpstart category franchises has created a marketplace where product acquisitions, mergers, and the in-licensing and out-licensing of products are taking place in such large numbers it can characterized as the Great Pharmaceutical Gold Rush.
On the acquisition and in-licensing side of this race, business development teams are making feasibility and prioritization decisions based on a wide range of information from a wide variety of sources. Providing opportunity and uptake assessments, or conducting exploratory research to aid in this process is not a new role for marketing research suppliers. What is new as a consequence of this “Gold Rush” is the often highly accelerated decision process in this competitive marketplace – requiring speed without sacrificing the quality of the insights and recommendations needed by senior management.
Small and mid-sized biotech and pharmaceutical companies are often at a disadvantage when negotiating with well-resourced large pharma companies armed with secondary data, forecast models and therapeutic area experience. As a result, on the out-licensing side of this race, these companies are faced with three major options when it comes to the commercialization of their products – out-license, partner to share or shift risk and costs, or commercialize the product themselves and retain the revenue.
In our presentation, Both Sides Now, we will explore the toolbox of options available to new business/new product development teams to quickly gain a solid grounding in an unfamiliar market, and to understand and valuate the opportunities being considered. A surprisingly in-depth level of information can be drawn from focused qualitative and quantitative research with KOLs, specialists, physicians and patients in a very concentrated amount of time. With just a little more time, an even greater level of information can be secured to evaluate more complex products and global markets.
We will also present the flip side of this equation by discussing how marketing research can help emerging companies make commercialization decisions, from informing alliance negotiations for licensing technology to full programs of research for the companies choosing to market their products themselves.
As part of this discussion, Dev Das, Director, Marketing Research at Auxilium Pharmaceuticals will share her perspective on the pressures facing both sides of this equation. She will discuss the goals of the teams, the kinds of information they typically look for and their timeline pressures.
Speaker Biography
Tjun's bio will be available soon.
Dev Das is Director of Market Research at Auxilium Pharmaceuticals, Inc. He has over 15 years of new product marketing and research experience in both biopharmaceutical and consumer packaged goods. He began his career working with consumer marketing leaders Procter & Gamble and Kraft Foods. He then transitioned to the pharmaceutical world, and worked on several new drug initiatives and joint ventures within Bristol Myers Squibb. He now leads the market research efforts at Auxilium. Dev holds an MBA in Marketing/Operations Research from Case Western Reserve University and a BS in Civil Engineering from the Indian Institute of Technology, Mumbai.
John is Vice President and head of TVG’s Qualitative Research Team. He joined the company in 1996 and has built a solid base of experience in both qualitative and quantitative healthcare marketing research, with a particular business focus in qualitative techniques. John has conducted a broad array of research in all of the major therapeutic areas and across the product lifecycle, including exploratory work into the knowledge, attitudes and practices of various treatment areas, new product assessment, product positioning, and competitive simulations. He is also a member of the faculty of the TVG Marketing Seminar Series. John began his business career in Advertising in New York City, where he specialized in packaged goods advertising for such companies as Procter & Gamble, M&M/Mars, Nabisco Brands and Sterling Drug (to name a few). He received his M.B.A. from Columbia University in Marketing. His undergraduate degree is from Dartmouth College.
Don is Vice President, Advanced Analytics and Chief Methodologist for TVG. With a career that has spanned over 35 years in pharmaceutical market research, Don has in-depth expertise in the areas of product concept evaluation, new product forecasting, perceptual mapping of products and attributes, corporate and product image studies, direct-to-consumer studies and studies that longitudinally track product awareness and consumer pricing sensitivity scenarios. Prior to joining TVG, Don held positions with a number of healthcare marketing research firms with global responsibility for advanced projects from proposal through presentation, as well as the training and development of analysts. His experience also includes Marketing Research management responsibilities for large pharma manufacturers including Abbott, Fujisawa, Novartis and GSK. Don holds a MBA in Quantitative Methods/Finance from the University of Kansas and BS in Biology from the University of Denver. He is an active industry speaker, having presented at PMSA, the Advanced Research Technique Forum (ART) of the AMA, the Sawtooth Conference and the AMA’s annual Marketing Research Conference.
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