SOURCE: Cutting Edge Information

December 18, 2007 07:27 ET

Smoothing the Transition From R&D to Commercial Ownership

RESEARCH TRIANGLE PARK, NC--(Marketwire - December 18, 2007) - Many pharmaceutical companies involve R&D personnel in market research and commercialization discussions, according to a study released by business intelligence leader Cutting Edge Information. By doing so, the companies smooth the often problematic internal transfer in brand ownership from the research side to the marketing side of the organization. The study is located at: http://www.UnitingResearchAndMarketing.com.

When companies transition a product into Phase 3 clinical trials, a shift in ownership typically occurs as well. Researchers that are involved in the product's inception understandably feel a sense of ownership for it, and often desire to maintain that ownership during later stages. Though it is necessary that a commercialization team take on full ownership when a brand nears launch, many companies do involve some of their key R&D personnel in commercial team meetings, where long-term marketing and revenue goals are discussed. In so doing, these companies help assuage researchers that view the product as their own.

"Moving a drug from joint early commercial and R&D oversight to full commercial ownership is a task filled with cultural, process-based and knowledge management snags," says Elio Evangelista, research team leader at Cutting Edge Information. "Involving R&D team leaders in commercial assessments helps them understand why marketing must take control of products at the right transition points."

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

To download a free summary of this 132-page report, visit http://www.cuttingedgeinfo.com/unitingresearchandmarketing/index.htm#body.

Contact Information