Success Principles: Making Pharmaceutical Business Development Fit for Purpose

Published by: Decision Resources

Published: Dec. 13, 2007 - 30 Pages

Table of Contents

Executive Summary

Strategic Considerations

Stakeholder Implications

Business Development as an Indispensable Strategic Lifeline

Pharma Enters the Real World in the 1990s

Technology Tribulations

Two Is Not a Trend

The Translational Blocks

Customer Economics

Graying of the Population

End of a Charmed Way of Life

Consolidation: The Band-Aid Approach of the 1990s

From Squeeze to Crush at the Turn of the Millennium

A Schizophrenic Approach to Business Development

What Is Going Wrong with Today’s Pharmaceutical Business Development?

Business Development Success Principles Going Forward

An Achievable Vision: Identifying Future Customers’ Needs and Wants

Evolving to More Complex Strategies

Externalizing Internal Assets

Internalizing External Opportunities

Components of Successful Business Development Operations

A New Mind-Set and Culture in the Decision-Making Process

Bringing Organizational Structure In-Line With Expectations

Anticipating Necessary Levels of Resource Allocation

Creating Internal Support for the Business Development Function

Positioning the Company as the Partner of Choice

The Fundamental Importance of Knowledge Networks

Feedback Loops

Updating Corporate Communication Practices

The Bottom Line

Spectrum Expert Commentary

Esoteric Diseases—Accommodating the Unfamiliar

Avoiding the Mundane

Expert Featured

John Ansell, M.A., principal, John Ansell Consultancy

Tables

1. The Accelerating Aging of the Population and the Decline in the Rate of Population Replacement

2. Projected Impact of Key Brand Patent Expiry on Leading Big Pharma Companies

Figures

1. Business Development Tool Kit

2. Research & Development Expenses, Total NDAs, and NDAs for NME Submissions, 1993-2004

3. Big Pharma at the Millennium: Caught in a Gap Between Technology Cycles

4. Successful Pharma Research & Development Today: The Integration of New Disciplines and Technologies

5. Pressures Intensify on Big Pharma

6. Pharma: Evolving from Simplistic Strategies to Complex Strategic Maneuvers

7. Big Pharma’s New R&D Model

8. Advanced Organization Structures in Pharma Business Development: Now Using 3-Dimensional Matrices

Abstract

• Corporate management in successful pharmaceutical companies invariably recognizes and taps into Business •Development’s understanding of the future and integrates Business Development’s thinking into strategyformulationprocesses. What aspects of the pharmaceutical environment does pharmaceutical BusinessDevelopment particularly need to understand in order to be successful?
• Most pharmaceutical companies have not seen Business Development as the future lifeblood of the company, •and their Business Development groups are poorly equipped to take on this new strategic role. What arethe most common shortcomings of Business Development departments? How are these shortcomingsaffecting pharmaceutical companies’ ability to succeed? How can companies best redirect andreorganize their Business Development departments?
• Partly as a result of Pharma’s lack of internally generated new products, product acquisitions have become •increasingly important. What is the primary reason many pharmaceutical companies fail to acquirenew products that they have targeted? What aspect of the product acquisition process do Business Development strategies need to focus on?

• Business Development as an Indispensable Strategic Lifeline: • the tools of Business Development The 1990s—Pharma Enters the Real World: • technology changes and new customer economics
• Consolidation: • the rumble that became a landslide; the view of pharmaceutical management; the effect on new product innovation
• The turn of the millennium: • pressures mount; the seven key factors molding today’s landscape
• The industry’s schizophrenic approach to Business Development: • the not invented here mind-set; Big Pharma sits up and fi nally takes notice; a shift in strategic outlook
• What is wrong with today’s pharmaceutical Business Development?: • the consequences of funding issues, unseasoned staff, and counterproductive internal relationships
• Business Development success principles: • key factors aiding the identifi cation of customers’ future needs and desires; the evolution of Fit for Purpose and complex business strategies

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