April 29th BioBreakfast. Successful biotechnology products - customer focus and the right market information.
The Network's April BioBreakfast held at the Melbourne Town Hall on April the 29th, and was attended by 145 decision makers of the Victorian biotechnology industry.
Thomson Reuters' Business Development Manager, Mr John Hall, presented on the importance of quality market information as the most important ingredient in the new product development process. Mr Hall spoke about the importance of companies having a strong knowledge of their intellectual property (IP) strategic landscape, the latest trends in therapy areas that relate to their technology and the trends in potential competitor technologies and delivery platforms. John illustrated his presentation with an anecdote of a company that spent 5 years developing a new technology, only to discover that the technology had already been patented … by their own company!
Strategyn Inc.'s Founder & CEO, Mr Anthony Ulwick, spoke on new product development as a process that can be successfully engineered and implemented once customer needs are clearly understood. Mr Ulwick observed that mapping customer needs against their importance to the customer provided managers with a powerful analysis of strategies that could be employed to gain advantage over competitor organisations or technologies. Tony illustrated his presentation with references to projects that Strategyn had undertaken with Johnson & Johnson and Syngenta.
Strategyn Asia Pacific's CEO Mr Bruce Burton can be contacted at bruce.burton@strategyn.com