Event Information
Maximizing Asset Value: The Importance of Commercialization Strategies for Early Stage Assets
Campbell Alliance is collaborating with BIOCOM to offer a four-part CEO Breakfast Series to address critical issues facing the current generation of C-suite executives in the pharmaceutical and biotech industries. The first event in this series will focus on the importance of commercialization strategies for early stage assets.
The era of the blockbuster product is rapidly dis¬sipating and becoming a thing of the past. Quickly emerging, however, is a market that is infamous for its complexity. Characterized by increased govern-ment regulation, persistent generic competition, reduced periods of patent exclusivity, and the heavy weight of third-party payers, this new market has forced pharmaceutical and biotech industry executives to explore various options for maximizing product potential throughout the life cycle. By placing more emphasis on creating strategic commercialization plans earlier in the drug development process, these executives are hoping to prime each product for success.
It is a myth that only large companies need to or can develop commercialization strategies for molecules in the early stages of development. If the commercial potential of an asset in development is not understood early in the process, things can, and often do, go wrong. In today's evolving mar¬kets, spending millions of dollars on late-phase trials only to find that the asset is not commer¬cially viable at the time of potential launch can be devastating-especially for small or midsize companies who may not get a second chance.
Moderators:
Fahti Khosrow-Shahi, Senior Vice President, Brand Management Practice, Campbell Alliance
Jon McGarity, Executive Vice President, Campbell Alliance
Join Fahti Khosrow-Shahi and Jon McGarity of Campbell Alliance in an interactive discussion about the importance of commercialization strategies for early stage assets. They will review the most important activities required at each stage of development leading up to a product's launch and will share real-life success stories from their past experiences helping both emerging and large companies commercialize their products. You will also benefit from learning from your other C-suite colleagues as they share their advice and concerns about the challenges of commercialization.
| When | Wednesday, March 31, 2010 - Wednesday, March 31, 2010 7:30 a.m. - 9:30 a.m. |
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| RSVP | Tuesday, March 30, 2010 12:00 p.m. |
| Where |
Marriott La Jolla 4240 La Jolla Village Dr La Jolla, California 92037 |
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