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Input From Pharma Marketing and R&D Teams Key to Successful Drug Development
| Source: Cutting Edge Information
RESEARCH TRIANGLE PARK, NC--(Marketwire - August 23, 2007) - A recent study highlights the
need to eliminate favoritism and to opt for collaboration from both
marketing and R&D on product development-steering committees.
Pharmaceutical intelligence leader Cutting Edge Information examined the
relationship between R&D and marketing teams in early-stage drug
development, revealing that ongoing tension between the two functions poses
challenges to companies trying to achieve full integration. At the most
progressive companies, altering company governance to equally weigh R&D and
marketing in decision-making processes has resulted in better-informed
resource allocation and pipeline decisions.
(http://www.UnitingResearchAndMarketing.com)
Marketers must educate themselves about early-stage research and
development, while R&D team members should be aware of what insights
marketers can offer to R&D. Pharmaceutical companies may be blindly
investing in a dead-end compound if consideration is not given to the
marketers, who can provide insight about the commercial potential of a
compound.
Collaboration must occur early in development. By mid-stage development,
R&D and marketing have developed their own biased opinions about the
direction of a drug and will be less likely to cooperate effectively. One
major pharmaceutical company conducted a project to identify commercial
opportunities and then presented the results to R&D teams to help them
shape their trials and goals. This project met such success at the company
that it has become an indispensable practice which helped the company
refine its R&D programs to aim for commercial health.
"Uniting R&D and Marketing for Integrated Early-Stage Market Preparation,"
available at http://www.UnitingResearchAndMarketing.com, includes
strategies and tactics from 15 top pharmaceutical companies including
Pfizer, Novartis, Merck, and Sanofi-Aventis. Failing to unite marketing
and R&D in the drug development process may cause companies to spend
millions on drug candidates that may not be commercially viable.
"Once R&D and marketing teams are linked by company structure, mutual
communication is crucial," said Elio Evangelista, research team leader at
Cutting Edge Information. "In addition to ensuring communication,
companies must provide equal voice to R&D and marketing in portfolio
planning, resource allocation and pipeline decision-making."
To download a free summary of this 132-page report, visit
http://www.cuttingedgeinfo.com/unitingresearchandmarketing/index.htm#body.
Save a CEI catalog to your desktop:
http://www.cuttingedgeinfo.com/reports/Cutting_Edge_Information_Report_Catalog.pdf