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 our 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. Our 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 we will hear from different stakeholders how the TPP could help start-ups and their collaborators stay focused and aligned.