RESEARCH TRIANGLE PARK, NC--(Marketwire - March 22, 2010) - For drug companies, integrating early-stage clinical work with long-term marketing goals is a tough task. When significant gaps emerge between the two, however, the result can be lost time, wasted money and foregone opportunities.
According to the Cutting Edge Information study "Uniting R&D and Marketing for Integrated Early-Stage Market Preparation" (http://www.cuttingedgeinfo.com/uniting-research-and-marketing/), many companies have implemented early-stage integration of marketing and clinical structures. This integration occurs via new product development groups, joint project management teams, formal communication processes, co-governed portfolio management authorities, or other tools. In several of these arrangements, assets in development benefit from dual-team oversight; usually, one group oversees clinical development while the other focuses on marketing activities.
"Gathering players from R&D and marketing in the same conference room enables communication, knowledge sharing and activity coordination," said Jason Richardson, president of Cutting Edge Information. "It also unites people from different backgrounds with diverse experiences and expertise to achieve common objectives."
For example, sound early-stage portfolio management allows teams to navigate go/no-go stage gates more effectively. Without disconnects triggered by structural, strategic or process gaps, decision makers get clearer pictures of their assets' clinical and commercial outlooks.
The benchmarking study identifies critical areas in which R&D and marketing need to work together, including portfolio planning, resource allocation, product hand-offs and ownership, and project and product team structures. Best practices and case studies illustrate tools, tactics, organizational structures and strategies used by top-performing pharmaceutical and biotech companies to bridge the gap between R&D and marketing in early-stage drug development.
To learn more about increasing collaboration between the two functions or to download a complimentary report brochure, visit http://www.cuttingedgeinfo.com/uniting-research-and-marketing/.
Life sciences industry professionals interested in regularly receiving advice from Cutting Edge Information's team of seasoned analysts are invited to subscribe to two free, monthly newsletters focusing on clinical and marketing developments. These newsletters, "CEInsider: Clinical Insights Edition" and "CEInsider: Marketing Insights Edition," can be found at http://www.cuttingedgeinfo.com/news/newsletter.php.
Contact Information:
CONTACT: Stephanie Swanson
(919) 433-0212