Alliance Management: CBI West Coast Commercialization Mtg SEP09

2 nd Annual West Coast Summit on Medical Device and Bio/Pharmaceutical Commercialization & Product Launches ___ . ___ Beyond Licensing and Acquisition: Building Commercial Competency and Revenue Through Alliance Marketing & Management Michael W. Young Fmr. Senior Director, Alliance Marketing & Management Eisai Inc.

Brief Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object]

Launch Readiness Best Practices ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Julia Brown’s 7 Deadly Sins ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What kinds of Strategic Alliances benefit? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Our R&D Pipeline Commercialization Shift: Co-Development and Alliance Marketing

Commercialization Shift: Co-Development and Alliance Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],*Source: InPharmaTechnologist.com, 02/08

Commercialization Shift: Co-Development and Alliance Marketing ,[object Object],[object Object],[object Object],[object Object],*Nature Reviews Drug Discovery, 06/06

BD / Strategic Partnering Arena Very Active ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: In Vivo, Deal Statistics Quarterly, 11/08

Oncology Alliance Arena Also Very Active ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: In Vivo, Deal Statistics Quarterly, 11/08

Degrees of Separation ,[object Object],[object Object],[object Object],Acquisition Merger Joint Venture Strategic Alliance Franchise Alliance Joint Team Relationship Outsourcing Partnership Out / In License Customer / Vendor Transactions Need for Alliance Management Adapted from: “Managing Alliances for Business Results”, Weise, et.al. 2006 Degrees of interdependence between companies

Pharma / Biotech growth linked to Alliances ,[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Alliance Marketing: The New Commercial Skillset ,[object Object],[object Object],[object Object],[object Object]

After the Deal is Made… Foremost Identified Causes of Alliance Failure Percent of All Failed Alliances Adapted from: “Managing Alliance Relationships – Ten Key Corporate Capabilities, Ertel, et. al., 2001

Characteristics of Successful Alliances ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Adapted from: Harvard Business Review – Collaborative Advantage: The Art of Alliances, R. Kanter 1994

Communication is Key at All Levels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Communication is Key at All Levels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Why can’t we all just play nice in the sandbox? ~ Strategic Partner’s Lament

We Forget There are “I”s in “WE” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Adapted from: Harvard Business Review – Collaborative Advantage: The Art of Alliances, R. Kanter 1994

There are “I”s in “WE” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Adapted from: Harvard Business Review – Collaborative Advantage: The Art of Alliances, R. Kanter 1994

Alliance Productivity ,[object Object],“ Managing Alliances for Business Results”, Weise, et.al. 2006

Alliance Productivity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Managing Alliances for Business Results, J Weiss, et.al. 2006

Consider Your Alliances ,[object Object],[object Object],[object Object],[object Object],[object Object]

Consider the Alliance Advantage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Wanting to be a Global Partner of Choice Sales & Marketing Research Development Production

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Becoming Partner of Choice in Your Space

Providing Marketing Creativity and Vision One partner says the glass is half empty, The Other say the glass is half full. The Alliance Manager: What is the objective? To Fill the glass? To Empty the glass? Maybe, We’ve Got The Wrong Size Glass?

In the end, it’s all about meeting the needs of the patients we serve… Thank you! Be well & be in touch!

Alliance Management: CBI West Coast Commercialization Mtg SEP09

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