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IC-SDV 2019: What’s it all about? Or … How I fell at the last fence - Kathy Burrows (Reckitt Benckiser, UK)

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When I first started delivering patent landscapes, I was taught that there are three steps to a patent landscape analysis; create the data set; clean the data set; analyse the data set.
In an R&D environment, this met the expectations of project scientists. Despite this, Patent Landscaping never became the strategic tool I knew it should be. Is that because the process lacked the key step: reporting and communicating to senior stakeholders? Short of time and attention, they want to know what a landscape means; preferably in one PowerPoint slide.
How do we communicate with senior stakeholders effectively and ensure that Patent Landscapes play an effective part in strategic decision making?

Published in: Healthcare
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IC-SDV 2019: What’s it all about? Or … How I fell at the last fence - Kathy Burrows (Reckitt Benckiser, UK)

  1. 1. Kathy Burrows Reckitt Benckiser Health Ltd What’s it all about? April 2018
  2. 2. The Corporate Bit Intro to RB 2
  3. 3. 3
  4. 4. 4
  5. 5. The Personal Bit Intro to Kathy 5
  6. 6. A brief History Kathy Burrows • Natural Sciences Degree • PhD in Inorganic Chemistry • Joined Unilever R&D in 1992 • Moved into Information in 2001 • Moved to RB in Sept 2018 6 Downing College: By Ross Church, CC BY-SA 2.0, https://commons.wikimedia.org/w/index.php?curid=13767369
  7. 7. For the Record • I have used Vantage Point for 18 years • I LOVE Vantage Point • It’s the one tool I wouldn’t want to be without • Love the flexibility 7
  8. 8. The Content Bit So, What IS it all about? 8
  9. 9. Patent landscaping in the Corporate world 9
  10. 10. Patent landscaping in the Corporate world • Detailed technology landscapes to inform R&D decision making 9
  11. 11. Patent landscaping in the Corporate world • Detailed technology landscapes to inform R&D decision making • Competitor Insights (technical) 9
  12. 12. Patent landscaping in the Corporate world • Detailed technology landscapes to inform R&D decision making • Competitor Insights (technical) • Scouting / Open Innovation 9
  13. 13. Patent landscaping in the Corporate world • Detailed technology landscapes to inform R&D decision making • Competitor Insights (technical) • Scouting / Open Innovation • Strategic Corporate decision making 9
  14. 14. Challenges 10
  15. 15. Challenges • Analysis of IP data is full of caveats, assumptions and ambiguities 10
  16. 16. Challenges • Analysis of IP data is full of caveats, assumptions and ambiguities • Data Complexity 10
  17. 17. Challenges • Analysis of IP data is full of caveats, assumptions and ambiguities • Data Complexity • Reports can end up as ‘death by PowerPoint’ 10
  18. 18. Challenges • Analysis of IP data is full of caveats, assumptions and ambiguities • Data Complexity • Reports can end up as ‘death by PowerPoint’ • ‘C-suite’ just want the answer 10
  19. 19. Current Reality • R&D project leaders are usually happy with lots of charts • Patent Landscaping successful at informing decisions by R&D project leaders • Untapped Potential for impact on Strategic decision making (either Corporate or even R&D) 11
  20. 20. Communication to Strategic Stakeholders 12
  21. 21. Communication to Strategic Stakeholders • Dashboards ? 12
  22. 22. Communication to Strategic Stakeholders • Dashboards ? • ‘Better’ visualisations ? 12
  23. 23. Communication to Strategic Stakeholders • Dashboards ? • ‘Better’ visualisations ? • Interactive Graphics ? 12
  24. 24. Communication to Strategic Stakeholders • Dashboards ? • ‘Better’ visualisations ? • Interactive Graphics ? • Pay a consultant ? 12
  25. 25. And the internal analyst is being beaten to the ‘C-suite’ … 13
  26. 26. And the internal analyst is being beaten to the ‘C-suite’ … • By tools claiming to deliver ‘insights’ and to deliver them ‘fast’ 14
  27. 27. And the internal analyst is being beaten to the ‘C-suite’ … • By tools claiming to deliver ‘insights’ and to deliver them ‘fast’ • By companies that market directly to the C-suite 14
  28. 28. And the internal analyst is being beaten to the ‘C-suite’ … • By tools claiming to deliver ‘insights’ and to deliver them ‘fast’ • By companies that market directly to the C-suite • By claims that the use of AI gives them this ability 14
  29. 29. And the internal analyst is being beaten to the ‘C-suite’ … • By tools claiming to deliver ‘insights’ and to deliver them ‘fast’ • By companies that market directly to the C-suite • By claims that the use of AI gives them this ability • By tools that hide the complexity of patent analytics and claim that ‘anyone can do it’ 14
  30. 30. 15 https://aistemos.com/
  31. 31. 16 https://www.patentsight.com/en-us/patent-analysis-report
  32. 32. 17 https://www.patsnap.com/product
  33. 33. Albert Einstein 18 The world as we have created it is a process of our thinking. It cannot be changed without changing our thinking.

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