Getting your idea to Market – Crossing Death Valley
I’m back from an intense and fascinating week at BIO. Fundamentally, this conference is an international science marketplace. It is high energy and non-stop. Rich in ideas and hope.
For this post, I asked Sara Misch if she would create a checklist that companies can use to plan as they move towards (hopefully!) commercialization. This issue was addressed in a number of sessions. One session summary even described this period of transition as “so difficult it has been termed the ‘Valley of Death.’
Sara seemed the right person to ask. She has led pharmaceutical market research initiatives and teams for several global brand launches for companies including BMS, Novartis, Pfizer, Schering-Plough and Merck. Pharmaceutical companies have the greatest experience taking drug candidates to the market and the basic principles remain the same no matter what size your firm. Here is the checklist:
How to Build and Leverage Market Intelligence to Launch Successful Innovations
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