Re-engineering the Research and Development to Marketing Interface

How do we ensure that our outputs are commercially viable?


Life Sciences

Re-engineering the R&D to Marketing Interface

Situation

 

  • Mid-sized pharma company
  • New strategy for R&D had created a need for:
    • The re-design of the organizational model from Discovery to PoC
    • Enhanced mechanisms to facilitate commercial input to early research activities

Actions

 

  • Working with a team drawn from R&D and Marketing to examine all aspects of the operating model:
    • Organizational structures
    • Key processes
    • Governance
    • Decision making

Results

 

  • New interface constructed between Marketing and R&D
  • Earlier, more effective commercial input to R&D decision making
  • R&D’s accountability for commercial outcomes increased
  • Greater clarity in decision-making and accountabilities
  • Improved, higher potential value pipeline