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Smoothing the Transition From R&D to Commercial Ownership
| Source: Cutting Edge Information
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.