Thinking commercial during drug discovery and development

Thinking commercial during drug discovery and development

When your product launches five, eight or ten years from now, what do you intend the label to read? You cannot make any commercial claim if it is not scientifically proven and written in the label. As early as discovery and throughout development, entrepreneurs and start-ups would do well to keep their end-goal in mind.

What is the exact target population, indication and formulation? Which benefits, risks and tolerability concerns are acceptable? What are unique selling points compared to future competitors? Finally, which business model are you going to use and who is going to pay?

During this session the speakers will discuss their views on the importance of ascertaining early how health interventions will potentially add value in the future marketplace. Developers need to consider all the stakeholders — patients, prescribers and payors. Having a clear picture may help guide business decisions and business development opportunities.

Within Johnson & Johnson Innovative Medicine the Target Product Profile (TPP) is the go-to document describing the end-goal. The TPP is a concise communication tool designed to demonstrate key value drivers and attributes of the intended product. The speakers will discuss what this document looks like and how it helps guide prioritization and decision making.

Throughout discovery and development, start-ups can work together with many collaborators and partners such as investors, R&D collaborators, and service providers. During a panel discussion you will hear from different stakeholders how the TPP could help start-ups and their collaborators stay focused and aligned.


14:30 The Johnson & Johnson Innovation collaboration model
          Tess Korthout | Early Innovation Partner, J&J Innovation
14:45 Developing a commercial strategy during discovery and early development
          Erik Holl | Managing Director, the Netherlands, J&J Innovative Medicine
15:05 The Target Product Profile as your North Star
          Speaker to be announced, J&J
15:25 Break
15:45 Bridge to commercial thinking as a start-up

          Eric Ciamporcero | Head of the Preclinical and Translational Science, 2 Bridge
16:05 Panel Discussion
          Gopal Rajan | Scientific Director, Global Head PPDS Scientific Integration, J&J
          Peter Roevens | External Innovation Partner, J&J
          Bernd van Buuren | CEO & CO-Founder, Protinhi

          Final speaker to be announced
          Els Eerdekens | Therapeutic Area Lead IDV/GPH, Global Development, J&J (moderator)
16:45 Audience Q&A
17:00 Event Close



Source: Johnsson & Johnsson

‹ Events overview