1. Uploaded: December 15, 2014
The Building Blocks of
BIOPHARMACEUTICAL
COMPETITIVE INTELLIGENCE
Fundamentals of Primary Competitive Research Deconstructed
2. ALIGNED INTELLIGENCE. FOCUSED RESULTS. 2
Uploaded:
December 15, 2014
The Building Blocks of Biopharmaceutical Competitive Intelligence
THE FUNDAMENTALS OF PRIMARY CI
Purpose: The fundamental design and
principles of primary competitive
intelligence are to effectively garner
informed data and intelligence
otherwise unknown and not in the
public domain regarding specified key
intelligence topics and questions (“KIT/
Qs”) and a specific, highly targeted and
defined universe of competitors.
Focus: To actionably enable clients to
surpass the competition via actionable,
meaningful and robust competitive
intelligence research, insights and
strategically-driven implications.
PRIMARY COMPETITIVE
INTELLIGENCE PURPOSE & FOCUS
BIOPHARMACEUTICAL COMPETITIVE
INTELLIGENCE PERFORMANCE
ANATOMY & PERFORMANCE
OUTCOMES
Robust & Actionable Implications Delivered: Actionable results are achieved
via pragmatic and stepwise iterative competitive intelligence gathering and
analytics, which are subsequently methodically resolved into their components
and rationalized. Key intelligence hypotheses and theses are constructed,
deconstructed and ultimately thoroughly vetted prior to being presented to our
client partners as key intelligence findings, results and actionable implications.
Distinctive
capabilities of
biopharmaceutical
competitive
intelligence
Actionable, strategic
& tactical insights
Competitive
maneuvering &
outmaneuvering
Robust insight-
driven decision
making &
strategizing
Transformational
insights into
clinical, commercial
& regulatory
manufacturing
and supply chain/
logistics topics of
interest
Positive returns
on investment in
seminal business
objectives & key
business problems
3. ALIGNED INTELLIGENCE. FOCUSED RESULTS. 3
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December 15, 2014
FACT: Competitive Intelligence Persists Throughout
THE BIOPHARMACEUTICAL LIFECYCLE
PRE-CLINICAL
A
PHASE 1
PHASE 2
PHASE 3
MARKETED
LCM
B
C
D
E
F
G
A
Primary & Secondary CI
Conference Coverage
Scenario Analysis
Business Assessments
Pipeline & Portfolio Optimization
Corporate Strategy
Products & Portfolio Strategy
B
Business Development & Licensing
Technology & Product Evaluations
C
Generics & Biosimilars
Product Marketing & LCM
Brand Planning
Market Analysis
Brand Strategy Solutions
D
Clinical Development Support
R&D Support
E
Comprehensive Landscape Monitoring
Market Assessments
Competitive Benchmarking
F Asset Valuations
G Strategy Workshops
4. ALIGNED INTELLIGENCE. FOCUSED RESULTS. 4
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December 15, 2014
Competitive Intelligence Allows One to See Through
THE “FOG OF WAR” & WIN DECISIVELY
The synthesis and actionability conferred by accurate and granular primary competitive intelligence in biopharmaceuticals
enables key stakeholders to drive informed strategic initiatives thus enabling them to win, decisively.
Leveraging secondary reports and data alone – in a
vacuum – leads to measurable misconceptions, mistakes
and missteps
When rationalized and combined together, the sum
total of primary competitive insights and implications
become palpable, meaningful and actionable CI
“If you know the enemy and know yourself, you need not fear the results of a hundred battles.” – Sun Tzu
Aggregating multiple “high quality” triangulated
primary human sources who have reason to know
the information sought drives a level of informed
understanding and insight
5. ALIGNED INTELLIGENCE. FOCUSED RESULTS. 5
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December 15, 2014
Big & Sustainable –
THE MOLEKULE GLOBAL SOURCE NETWORK
KEY OPINION LEADER (“KOL”)/CLINICAL/ACADEMIC/MEDICAL SOURCES
REGULATOR/REGULATORY SOURCES OTHER SOURCES
COMPETITOR EMPLOYEE SOURCES (CURRENT & RECENTLY FORMER)
Molekule’s robust organic global source network continues to actively grow via the regular attendance of global medical
congresses, industry trade shows and active worldwide consultancy project engagement. We foster long-standing “peer-to-
peer” relationships with key industry, clinical/medical, regulatory and payer and pharmacy sources as a means of facilitating
positive client outcomes and goals during our project engagements — small and large.
International KOL
National KOL
Regional KOL
Local KOL
Academician
Physician
Scientist
Global Regulators
National Regulators
Regional Regulators
Local Regulators
Payers
Wholesalers
Distributors
Pharmacies
(Retail & Hospital)
Third-Party Enablers
Sales & Marketing
Commercialization
Executive Leadership
Manufacturing
Research & Development
Clinical/Medical Affairs
Scientific Affairs
Regulatory Affairs
Brand Management/
Leadership
Strategy & Operations
Management
Supply Chain/Logistics
Business Development
Market Research & Analytics
Other Competitor Functional
Roles
Other Academic, Clinical,
Scientific & Medical Sources
6. ALIGNED INTELLIGENCE. FOCUSED RESULTS. 6
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December 15, 2014
Primary CI Deconstructed – Where Engagements Align Across the
BIOPHARMACEUTICAL ASSET LIFECYCLE
EARLY PHASE
RESEARCH
4–6 YEARS 1 YEAR CONTINUOUS1 YEAR 0.5–2 YEARS
PRE-CLINICAL
TESTING
CLINICAL
TRIALS
REGULATORY
REVIEW
POST-
MARKETING
SURVEILLANCE
SCALE-UP TO
MANUFACTURING
ONE
MARKETED
MEDICINE
5,000 –10,000
Compounds
250
Compounds
New Drug
Application
Submitted
Investigational New Drug
Application Submitted
Patent
Application Filed
5
Compounds
Phase
I II III
Actionable Competitive Intelligence and Consulting is
Needed Across The Lifecycle of Biopharmaceutical Molecules
7. ALIGNED INTELLIGENCE. FOCUSED RESULTS. 7
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December 15, 2014
Commercial Analytics and Primary CI Across the Biopharmaceutical Brand Lifecycle
MEASURABLE ROIs CONFERRED
PHASE I PHASE II PHASE III FILING/PRE-LAUNCH LAUNCHED/POST-LAUNCH
Comprehensive
Landscape
Analysis
War Game
Targeted
Assessment of
Market Potential
Global NPV FC
TPP Testing
ATU, Patient Records
Positioning
Message
Testing
Customer
Segmentation
Patient Flow
Concept Testing
Patient
Segmentation
Story Flow
Testing
FC & Uptake
Research
Evaluation
of Market
Understanding
Country eNPV FC
Monthly Market Share DataRegional eNPV FC
War Game
Persistant Competitive Landscape Monitoring
CA InvestmentCIBAPMR ROI
8. ALIGNED INTELLIGENCE. FOCUSED RESULTS. 8
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December 15, 2014
Competitive Forces that are Exerted on Biopharmaceutical Players
NECESSITATE ROBUST PRIMARY CI
Competitor Corporate Strategy
Competitor Brand Strategy, product positioning and repositioning
Emerging markets and growth opportunity identification
Competitor M&As and Industry Consolidation
Lifecycle Management
Competitive Generics Growth
Internal asset portfolio defense strategies and blunting tactics
Internal alliances, partnerships and M&As
R&D and licensing (both in- and out- licensing)
Innovation and R&D strategies
Co-development and technology transfers
IP and patents
Pricing and reimbursement strategies
Regulatory affairs
Overarching healthcare systems and payers
Sales and marketing
Marketing and branding strategies
Sales force effectiveness
Competitive analysis and landscaping
REPRESENTATIVE
BIOPHARMACEUTICAL
PLAYER X
9. ALIGNED INTELLIGENCE. FOCUSED RESULTS. 9
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December 15, 2014
Competitive Intelligence Exercises and Assessments Enable PharmaCos to Position
THEMSELVES FOR ROBUST SUCCESS
1 Discrete biopharmaceutical threat
assessments
2 Manufacturing and Technology
Assessments of Competitor Facilities,
Equipment and Technologies
3 Competitive Landscape monitoring –
Proactive research
4 Strategic Gaming Sessions
(FKA “Wargaming”)
5 Regulatory Landscape Assessments
6 Manufacturing & COGS analyses, and
Supply Chain/Logistics Assessments
7 Targeted Conference Coverage
6
7
4
3
2
1
5
High Relative
Applicability
Sustainable Success Conferred
Low Relative Applicability
Increasing Relative ROIs Conferred
LOW MEDIUM HIGH VERY HIGH
Low Relative
Applicability
Degree of Impact to
Commissioning PharmaCo
High Relative
Applicability
The proper planning and implementation of concerted biopharmaceutical competitive intelligence exercises drives sustainable
ROIs, cost savings and measurable long-term success.
10. ALIGNED INTELLIGENCE. FOCUSED RESULTS. 10
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December 15, 2014
Conclusions &
KEY TAKE-AWAYS
Primary Competitive intelligence in the
biopharmaceutical vertical is not a snapshot in time – it
persists throughout an asset’s lifecycle and is necessary
to sustainable corporate, franchise and brand-level
strategic success.
Properly leveraging high quality and robust actionable
primary competitive insights and intelligence leads
PharmaCos and their key stakeholders down a path of
concerted and enlightened success.
Standing at the intersection of corporate strategy
and tactical implementation, primary competitive
intelligence is a key tool in biopharmaceutical
executives’ toolboxes enabling them clear foresight
and insights into competitor actions, movements and
counter-movements.
The translatability and applicability of primary
competitive intelligence is measurable – when done
properly, the intrinsic power of competitive intelligence
is a prime vehicle for achieving marked and meaningful
corporate strategic and tactical development.
11. Basel, CH
PH +41 61 588 04 77
Boston, MA
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Chicago, IL
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EM info@molekuleconsulting.com
www.molekuleconsulting.com
DAVID ALDERMAN
President
CL +1 305 504 3030
EM dalderman@molekuleconsulting.com
ALIGNED INTELLIGENCE.
FOCUSED RESULTS.
