1. Clinical Competitive Intelligence in
BIOPHARMACEUTICALS
DEPICTED
Therapy Area Competitive Insights and Intelligence
Uploaded: December 5, 2014
2. Uploaded:
December 5, 2014
Identifying and Elucidating the Clinical Landscape and Prospective
MARKET OPPORTUNITIES
Identifying and elucidating clinical landscapes and market opportunities is critical to biopharmaceutical players’ success and
sustainability in the highly competitive in-market and developmental pipeline sandbox.
›› Sustainable clinical development programs and lifecycle management via brand and franchise evergreening are
critical to ethical biopharmaceutical players success among mainstream market opportunities.
›› Comprehensively understanding the clinical competitive landscape in which an asset sits drives a 360º
understanding of the “how’s,” “why’s,” “where’s” and “when’s” of competitor actions, movements and initiatives.
›› Contextualizing the sum total of a clinical competitive landscape enables biopharmceutical players a robust
and synthetic comprehension of how to win and to competitively maneuver and outmanuever versus the
competition.
ALIGNED INTELLIGENCE. FOCUSED RESULTS. 2
7. Uploaded:
December 5, 2014
The Comprehensive
COMPETITOR MINDSET
The comprehensive competitor mindset – a glance into the historical, current and forward-looking perspectives of competitive
insight and intelligence.
PAST PERSPECTIVES CURRENT PERSPECTIVES FUTURE PERSPECTIVES
CLASS OF CI
ENGAGEMENTS
››Retrospective analyses
››Case studies/best practice studies
››Trend analyses
››Analogue assessments
››Comprehensive competitive
monitoring
››Conference coverage
››Competitive technical assessments
››Competitive gaming exercises
››Proactive/prospective competitive
analyses
››Manufacturing scalability
assessments
››Comprehensive landscape
monitoring
››Conference coverage
ROIs CONFERRED
Gains insight into what the
competition has done historically;
depicts competitor key best practices
and critical failures.
Demonstrates “real time” analysis of
what competitors are doing – enables
PharmaCos to react in “delayed
real time.” (i.e.- there is a time lag
between the receipt of intelligence
and a concerted response.)
Elucidates forward-looking strategic
intent and tactical implementation of
competitors; enables PharmaCos to
plan in advance targeted responses
to competitor actions.
ALIGNED INTELLIGENCE. FOCUSED RESULTS. 7
8. Uploaded:
December 5, 2014
Molekule Consulting’s Three-Step
COMPETITIVE INTELLIGENCE FILTER
Competitive data alone in a vaccuum are not intelligence...competitive intelligence is derived for robust contextualization,
analysis and synthesis.
FILTER #1
Multiple disparate pieces of
competitive data
CONTEXTUALIZATION
Actionable
Competitive Intelligence
FILTER #2 FILTER #3
ANALYSIS SYNTHESIS
ALIGNED INTELLIGENCE. FOCUSED RESULTS. 8
9. Uploaded:
December 5, 2014
Clinical Competitive Intelligence
IN REVIEW
›› Clinical competitive intelligence is critical to ethical biopharmaceutical players’ strategic and tactical toolkits, as
it enables them to identify and elucidate competitive threats, weaknesses and market opportunities
›› Analyzing clinical competitive intelligence from a past, present and forward-looking perspective provides a
holistic perspective of the clinical landscape and competitive sandbox from past performance to current market
trends and future competitive opportunities
›› The application of three (3) key filters – #1 contextualization, #2 analysis and #3 synthesis to competitive data
yields actionable and leverageable clinical competitive intelligence
ALIGNED INTELLIGENCE. FOCUSED RESULTS. 9
10. DAVID ALDERMAN
President
CL +1 305 504 3030
EM dalderman@molekuleconsulting.com
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