i2iconnect

1. Business Models Program Development Stakeholders • Stakeholder Requirements Gathering • Interviews with: • Indiana University Research Technology Corporation (IURTC) • Cook Medical (Bruce Gingles and Thomas Cherry) • Academic entrepreneurs at IU (Ted Widlanski) • Collection of Contacts: • Bruce and Thomas at Industry Conferences (115 contacts) • Indiana Health Information Network (1468 members) • The CTSA Industry Forum (here) • AUTM meeting March 17-20, 2010 (also, consultation with AUTM leadership) Background Health care research and products have become very highly specialized. Inventors and technology transfer organizations can no longer efficiently navigate the complex landscape of health care product development. Technology transfer is a buyer’s market –industry development pipelines are typically full, so there is little motivation for industry to seek out inventors. Licensing is a lower risk, lower reward approach to moving inventions to market, but requires discovery of the right partner. • Inventor needs • from Tech Transfer: a partner to efficiently create and market disclosures • from Industry: someone to license • their invention i2i • Competitive Landscape Review • Online compendia of disclosures: • ibridge (www.ibridgenetwork.org) • CTSA-IP (www.rochesterctsa.org/ip/) • Innovation assessments and tech transfer services: • E-Zassi (www.e-zassi.com) • Technology Transfer Tactics (www.technologytransfertactics.com) • MedTRACK (www.medtrack.com) • Professional Associations • Association of University Technology Managers (AUTM) • Association of Academic Biomedical Manufacturers (AABM) • Advanced Medical Technology Association (AdvaMed) • Medical Device Manufacturers Association (MDMA) • Pharmaceutical Research and Manufacturers Association (PhRMA) • Technical Design • This runs as an software component on the Indiana Clinical and Translational Sciences Institute (CTSI) HUB. • The Indiana CTSI HUB is based on the Joomla! Web 2.0 software framework (www.joomla.org), which supports modular, integrated web components or standalone applications in a model-view-controller architecture, with a MySQL database backend. • A HUB is a virtual organization portal designed to support researchers pioneered by Purdue, funded by NSF, and refined over the past 10 years. • HUB software is based on community source development, the HUBzero Consortium, sponsored by Purdue, IU, Wisconsin, and Clemson. It will be released as open source in April, 2010. (www.hubzero.org) • Tech Transfer Officer needs • from Inventors: solutions to clinically relevant and commercially attractive problems • from Industry: to license disclosures and relationships they can develop for • ongoing licensing i2i • Industry needs • from Inventors: products that fit their ongoing strategic and technology focus, and to build an ongoing product development • relationship • from Tech Transfer: products that fit their their ongoing strategic and technology focus Business Development Business Model Development: Stakeholder interviews, value proposition development, market segmentation, value chain structure, revenue generation model, position in value network, and competitive strategy. Marketing Strategy Development: Identify and analyze competitors and competitive advantages/disadvantages, assess risks and opportunities, market analysis, pricing and promotional plan, branding and logo ideas, branding and marketing strategy, messaging strategy for market segments, and example marketing collateral. i2i i2i This project is supported by a NIH ARRA Supplement to The Indiana CTSI, Grant # 3UL1RR025761-02S3 Bill Barnett1 (barnettw@iu.edu), Anurag Shankar1 (ashankar@iu.edu) Bruce Gingles2 (bruce.gingles@cookmedical.com) 1Indiana Clinical and Translational Sciences Institute, 2Cook Medical www.i2iconnect.org