Shepherding Drugs Through Development: R & D-Marketing Integration on Project and Product Teams
RESEARCH TRIANGLE PARK, NC--(Marketwire - October 3, 2007) - Successful pharmaceutical
companies must build commercialization structures that integrate project
management and marketing, according to a recent study by pharmaceutical
intelligence provider Cutting Edge Information
Pharmaceutical companies lose valuable time when launching a product due to
errors in project management and the roadblocks created by
less-than-optimal marketing team structures. In other words, early-stage
structures bridge the gaps between R&D and marketing, which saves critical
time after launch.
"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.
The reporting relationships between commercial teams and R&D often dictate
the timeline by which a company can launch a product. With poor team
structure carried throughout the entire development cycle, communication
breakdowns can easily delay launch -- costing companies millions of dollars
in lost revenue due to less time on the market before patent expiration.
"The most basic thing companies can do to bridge that gap between marketing
and R&D is to put commercialization personnel on the early-stage project
teams," said Elio Evangelista, research team leader at Cutting Edge
Information. "A liaison is a great place to start."
Most companies implement dual-team oversight of compounds. One team
usually oversees clinical development while the other focuses on marketing
activities. The level of strategic influence varies for each team
depending on the company. Implementing the wrong early-stage
commercialization structure, or one that does not fit with corporate
culture or ideals, could lead to poor communication between marketing and
R&D and even delay launches.
To download a free summary of this 132-page report, visit