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#1 2007-03-07 16:22:01
- William.Raasch
- Member
- Registered: 2007-01-24
- Posts: 16
Know your market
I had the opportunity to eat dinner with Mr. Burrill that night (an opportunity which I would highly recommend for any speaker) and he discussed an interesting aspect of drug markets that I had previously not thought of. He and his partners were considering investing into a drug company that provided a once-a-year medication to supplant a currently once-weekly medication. Obviously the desirability of such a medication is enormous, and they were naturally very close to investing. However, someone made the point that a doctor trying to make money in his own practice would never prescribe such a medication, since it would spell much less visits on the part of the patient. As such, the product eventually failed due to a lack of prescriptions.
While this case may be controversial, it makes a strong point about knowing ALL aspects of your market. Not only is it important to appeal to the user (patient), you must also appeal to the provider (doctor) and payer (insurance) to create a successful product.
By the way, Burrill also made it a point to say that as information and accessibility grow in medicine, we users will gain more control of the market. This would make cases like that mentioned above less lilely and result in medications designed with more pure ambitions in mind.
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#2 2007-03-20 13:34:12
- bfarwell
- New member
- Registered: 2007-03-20
- Posts: 7
Re: Know your market
I enjoyed the talk but I feel like it was more of a pitch for Burrill.
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#3 2007-03-21 22:24:04
- Brett
- Member
- Registered: 2007-01-22
- Posts: 16
Re: Know your market
I was also fortunate to have dinner with Steve and William (the first post). One tidbit he brought up that I thought was interesting was his agressive long term investment strategy. For the long term, he suggested that the smarter investments and opportunities would be along the lines of aging. He dismissed AIDS as a short term disease that will have a vaccine soon enough, he commented that cancer will probably be curable, maybe even preventable in the relatively near future (our lifetimes) and that the most important things, by the time we children of the '80s are all old will be Alzheimer's, memory, and mobility. We are all going to live so long that we will have to focus our efforts on diseases of the old.
So I was not totally shocked by this comment however, as I have read about Gardasil, Merck's new "vaccine for cancer", patients with AIDS have higher and higher survival rates, and that just recently that rate of Alzheimer's disease is getting higher and higher. He's probably right, should we focus on the long term goals as entrepreneurs? My guess is that we should if we want to start companies that are "built to last" but there is also a bit of "here and now" pain that needs to be addressed for the VCs to bankroll the startup I suspect.
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#4 2007-03-23 11:26:40
- Rainer.Castillo
- New member
- Registered: 2007-01-18
- Posts: 8
Re: Know your market
I think this is one of the most complicated issues in the pharmaceutical industry. Many companies are making complicated research decisions between providing the most good or creating something that is profitable. I think that for-profit organizations should focus on the drugs that maximize their profits. At the same time, as potential patients, should point more support towards nonprofits who do work focused on the less researched drugs. The market failure should not be something that holds us back from curing AIDS or cancer, instead, we should realize that our efforts in entrepreneurship and our future donations should go to places where they are needed. Oneworld Health is a perfect example. While they are focused on very specific issues in the developing world, companies with their organizational design are critical to solving the worlds problems.
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#5 2007-03-23 22:37:46
- nikil.viswanathan
- Member
- Registered: 2007-03-23
- Posts: 16
Re: Know your market
I think that the people who make the research decisions don't have to choose between something good and profit. Both can be attained through specialization of products. A company can have a near range product which caters to the immediate need and makes money off of that, but having another additional area of research topics would definitely help boost profits in the longer range view choices. Every company needs to have both of the choices combined into a coherent strategy which can deal with the long range and the short term goals of the market corporation to get the desired results. Most people who are trying to run a company realize this and that is the purpose of the long range Research and Development.
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