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COMPETITIVE INTELLIGENCE WORKSHOP CTN – CISTI - FPTT February 14, 2001

COMPETITIVE INTELLIGENCE WORKSHOP CTN – CISTI - FPTT February 14, 2001 Competitive Intelligence in Life Sciences Sector A Case Study – ParaTecH Therapeutics Inc. Godfrey Marchand; Manager, Business & Administration, IBS. CONTENT Background on the case Process we followed

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COMPETITIVE INTELLIGENCE WORKSHOP CTN – CISTI - FPTT February 14, 2001

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  1. COMPETITIVE INTELLIGENCE WORKSHOP CTN – CISTI - FPTT February 14, 2001 Competitive Intelligence in Life Sciences Sector A Case Study – ParaTecH Therapeutics Inc. Godfrey Marchand; Manager, Business & Administration, IBS

  2. CONTENT Background on the case Process we followed False starts and lessons learned Impact of CI on planning Information sources

  3. OBJECTIVES (What I hope you get from the talk) Multi-dimensional nature of CI Impact of CI on strategic and operational planning The need to identify Decision Makers (drivers) The need for analysis – segmentation Some tips on information sources Keep it up to date

  4. BACKGROUND (1993 – 1996) A tissue engineering project that had been terminated Continued as a ‘skunk works’ project for 3 years Exploiting the bone generating properties of PTH Research and technical successes No business evaluation

  5. BACKGROUND- Osteoporosis the disease Gradual deterioration of bone as we age Bone is continually ‘remodeling’ Two cell types Osteoclast/Osteoblast Aging and menopause - imbalance More bone resorption than bone formation Asymptomatic ‘silent disease’

  6. BACKGROUND– Current Treatment All current treatments are Anti-resorptive Work by slowing down the bone remodeling process They are effective Anti-resorptive,… however They can not restore lost bone Fewer than 10% receive any treatment at all Fewer than 1% comply sufficiently to be effective

  7. BACKGROUND: Statistics: One of every two women will suffer a Fracture One of every eight men will suffer a fracture 100 million to 200 million at risk Hip fracture alone costs $14 Billion/year in US Costs will increase to $130 billion by 2050 World Therapy market is $4 Billion/year Market will grow at 15% compounded annually

  8. BUSINESS EVALUATION - 1997 No effective product/Large unmet need Bisphosphonate success All major pharma companies interested in disease More than 140 products in the pipeline Very few products true anabolics We planned a strategy to license the product

  9. PROCESS –LICENSING Established criteria for the prospective partner We researched the 10 to 15 large Pharmas based on criteria CI consisted of: Purchased information, Edgar, ReCap, Scientific Literature Company publications Market information Patent data bases Some contacts Selected 5 target companies

  10. PROCESS –LICENSING Licensing package: Described technology, research results We determined our product strengths Presented our strong patent position Presented the market study Tailored presentation to each company We had studied their portfolio

  11. PROCESS –LICENSING Had completed a valuation different measures Had received the mandate from IBS management Initial contact, non-confidence Visited each Company under confidentiality

  12. LICENSING PROCESS: From Feb 1997 to Jun 1998 Large Pharma Companies: AHP, HMR, Astra, RPR, Roche, Sanofi Small to mid Pharma: Ares Serono, ICN Pharma, Debio

  13. LICENSING PROCESS - CI Lacking Product related: Concern with injectibles The PTH Uncertainty Perception of the stage of our product Manufacturing process unknown Unknown stability Weak Product differentiation/advantage The need to repeat everything we had done The pharmacoeconomics Patents were still ‘pending’

  14. LICENSING PROCESS - CI Issues Industry knowledge Big pharma dynamics/Who to talk to Identifying the champion in each company The company investment approval processes We knew little about the regulatory process

  15. LICENSING PROCESS - CI Issues Other Issues Industry Consolidations Perceived high investment requirement High current investment in the category Regulatory barrier Timing issues

  16. IMPACT ON PLANS We recognized that we could not take the next steps easily within NRC For various reasons the Institute wanted to spin-off the technology Recognized we did not have the in-house expertise Identified a partner who has expertise synergistic to NRCs We addressed each Issue from our licensing experience.

  17. LICENSING PROCESS - CI Lacking Product related: Concern with injectibles The PTH Uncertainty Perception of the stage of our product Manufacturing process unknown Unknown stability Weak Product differentiation/advantage The need to repeat everything we had done The pharmacoeconomics Patents were still ‘pending’

  18. LICENSING PROCESS - CI Issues Industry knowledge Big pharma dynamics/Who to talk to Identifying the champion in each company The company investment approval processes We knew little about the regulatory process

  19. LICENSING PROCESS - CI Issues Other Issues Industry Consolidations Perceived high investment requirement High current investment in the category Regulatory barrier Timing issues

  20. Competitive pipeline Antiresorptives: Many antiresorptive products being launched Most from same class as current Anabolic Fluoride - no significant entries IGF - 6 projects in the pipeline Merck is the most significant, Phase II Several genomics based projects All in research stage but several will likely be successful PTH

  21. Competitive pipeline PTH Eli Lilly 1-34 Phase III? NPS-Allelix Starting Phase III Aventis, Rhone Poulenc Takeda, Suntory, Korea Green Cross Most companies have a PTH program now

  22. OUR PRODUCT POSITIONING We see a clear distinction between treatment & prevention We will be positioned in the treatment market We will be the second or third product in the market Strategy will be the next generation, safer, more effective product Our research indicates that to be a significant feature for this product with the clinician A next generation ‘oral’ product will target both prevention and treatment

  23. CI SOURCES: Market research web sources: Edgar Strategis ReCap Biospace SEDAR NIH CISTI Medline Yahoo Finance Biospace-Canada Derwent IBM USPTO MicroPatent Alert Each Co www AUTM Associations Generally Personal News Sites

  24. CI SOURCES: The real sources (People): Your network, Conferences Industry Associations Prof. Assoc Lawyer Accountant Peers Consultant Ven Caps Entepreneurs Your management Experts Community leaders IRAP TT experts Your network is Key to your success; Get involved

  25. CI SOURCES: Other Directories Financial pages Personal news pages Conference audit pages Scientific Journals

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