Pharma & Biotech Co-Promotion Alliance and Relationship Management

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"Pharma & Biotech Co-Promotion Alliance and Relationship Management"

Study Overview
The success of any co-development deal or co-promotion deal hinges on stellar alliance execution and careful relationship management. As partners move through the development of a product and the rollout of marketing activities, high levels of team coordination and flexibility, fair, efficient decision-making processes and adequate resources are vital. Factors influencing these needs can greatly affect how partners perceive progress of alliances and, ultimately, the financial success of partnerships. This document will assist business development executives in pharmaceutical and biotechnology companies by enabling them to benchmark their own tactics and strategies against other top companies.

Key topics

• Decision Making Process
• Flexibility
• Team Coordination
• Resources

• Create a clear decision-making process to ensure that project counterparts know the deal’s standing in other company.
• * One business development director noted that when a decision is needed, he takes a recommendation to his CEO, who either agrees or disagrees with the assessment. That assessment then goes before the company’s board of directors. The entire decision process takes about two days, he said.

• Periodically re-evaluate the alliance to guarantee that the project is meeting both partners’ expectations.
• *One executive said generally with a partnership it is important not to get impatient, and he is pleased to say that his counterpart’s company has been patient and wants to understand the situation.

• Provide adequate personnel after an agreement is reached to sustain the partnership’s vitality.
• *One business development director noted that the lack of a full-time licensing team at one partner was viewed poorly even though it was known that the partner was interested in the deal.

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