Xtalks Webinar: The Three Perils of Cross-Functional Drug Commercialization – Time, Insight and Integration
Marketing and Commercialization are not individual functions, but rather a cross-functional process. Everyone plays an important part to 1) collectively identify an unmet need; 2) design and develop new treatment approaches that advance the standard of care; and 3) to drive awareness of the clinical insights that prove how, why and whom a better treatment approach can benefit.
Three resources that are too often squandered: time, insight and integration
Time – as much as half the time allocated to new drug’s patent life is spent in the discovery and development phase. Drug commercialization is seen as a late stage activity that gets stage gated to clinical milestones. Companies too often hedge their bets and delay meaningful investment to prepare markets for their new science until they have greater certainly that the science actually works or that there is a regulatory likelihood of approval. Time is currency. And too often it is squandered with a “wait and see” mentality versus a prospective plan to leverage it to its fullest.
Insight – Mom used to say, “don’t be a know-it-all, be a learn-it-all.” In the high stakes endeavor of successful drug commercialization, CEOs balance proving a scientific hypothesis that is constrained by a regulatory judgment day. The market rewards people for not trying to prove anything beyond what is reasonably expected. So, oftentimes, we don’t interrogate the unmet need with sufficient rigor. This under-site is a difference in what separates the “me-too” from the gamechanger. Companies have to look and listen for the market gaps more acutely.
Integration – drug discovery, development and commercialization are compartmentalized by milestones, time, location and function. Designing a process in which these functions co-create and co-exist versus operate in disparate silos is what drives efficiency and optimization.
Kipp Kreutzberg is Vice President of Sales and Marketing within Syneos One, Full Service Commercial at Syneos Health. He is entering his fourth decade in new drug commercialization oversight. And like the old folk sitting away from the loud speakers at a wedding, if you listen closely, the stories and advice can be priceless.
Please join a webinar that explores his perspective of these three things that imperil a successful launch and learn how three important pillars of biotech commercialization (timing, market insights, and cross-functional integration), can increase asset value, speed to market and market uptake.
About the Presenters
Vice President of Sales and Marketing within Syneos One, Full Service Commercial
Kipp has more than 30 years’ experience in biopharma commercial leadership.
He is Global Sales and Marketing Leader for integrated, end-to-end, brand commercialization with a focus on de-risking assets, developing strategies for competitive advantage and driving executional efficiencies.
Kipp has diverse therapeutic expertise ranging from ultra rare conditions, vaccines, infectious disease, oncology, cardiology, neurology, dermatology, urology and women’s health, in both specialty care and general care settings. He led the blockbuster launch of Viagra into Europe. He has earned multiple industry awards: AdAge’s prestigious Marketer of the Year; multiple MM&M awards; and global recognition as one of the world’s maverick marketers. Kipp has worked within start up, mid-size and large biopharma companies across the entire brand life cycle continuum and assisted companies in successfully launching, partnering and divesting brand assets.
Within Syneos Health, Kipp is a connector, and brings together the best resources to optimally drive brand success. He brings energy, curiosity, creativity, disciplined planning and execution to practically accomplish proven results.
Vice President of Medical and Scientific Strategy,
Head of the Rare Disease Consortium and co-founder and Executive Sponsor of the Persons with Disabilities Employee Resource Group at Syneos Health
Dr. Huml has over 35 years of experience in the healthcare and biopharmaceutical industries and a career spanning over 30 years in the Contract Research Organization (CRO) industry. He previously served as Head of Global Biosimilars Center of Excellence (for a Fortune 500 company) and as Head of Global Due Diligence where he identified risks associated with global, product-based investments (including rare disease investments), which resulted in almost $3.0b in capital committed to partnerships of all sizes.
Chris Cashman is an executive of early and mid-stage biopharmaceutical companies and major divisions of big pharma spanning the last 4 decades. Chris presently serves as Chairman of MBF Therapeutics, Director of Noble Biomaterials, Polycore Therapeutics and Telesis Therapeutics. Advisor to EpiVario Inc. and Glutalor Inc. Member of Mentor Connect Philadelphia. Former Chairman and CEO of Marinus Pharmaceuticals (MRNS), Chairman JDP Therapeutics. CEO of Protez Pharmaceuticals (acquired by Novartis), Message Pharmaceuticals. VP Pfizer, VP SmithKline Beecham.
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