Market Knowledge and Stakeholder Considerations for the Biopharmaceutics Sector—Incorporating User Value and Societal Needs in Therapeutic Interventions — Oak Academic Publishing
Research ArticleOpen AccessGoogle Scholar indexed
Market Knowledge and Stakeholder Considerations for the Biopharmaceutics Sector—Incorporating User Value and Societal Needs in Therapeutic Interventions
Institute for Nursing Science, Faculty of Medicine, University of Freiburg, Freiburg, Germany
,
Athena Institute for Research on Innovation and Communication in Health and Life Sciences, Vrije Universiteit Amsterdam, Amsterdam, The Netherlands
,
Biointelect, Sydney, Australia
,
Athena Institute for Research on Innovation and Communication in Health and Life Sciences, Vrije Universiteit Amsterdam, Amsterdam, The Netherlands
,
Athena Institute for Research on Innovation and Communication in Health and Life Sciences, Vrije Universiteit Amsterdam, Amsterdam, The Netherlands
,
Athena Institute for Research on Innovation and Communication in Health and Life Sciences, Vrije Universiteit Amsterdam, Amsterdam, The Netherlands
1 Institute for Nursing Science, Faculty of Medicine, University of Freiburg, Freiburg, Germany
2 Athena Institute for Research on Innovation and Communication in Health and Life Sciences, Vrije Universiteit Amsterdam, Amsterdam, The Netherlands
3 Biointelect, Sydney, Australia
4 Athena Institute for Research on Innovation and Communication in Health and Life Sciences, Vrije Universiteit Amsterdam, Amsterdam, The Netherlands
5 Athena Institute for Research on Innovation and Communication in Health and Life Sciences, Vrije Universiteit Amsterdam, Amsterdam, The Netherlands
6 Athena Institute for Research on Innovation and Communication in Health and Life Sciences, Vrije Universiteit Amsterdam, Amsterdam, The Netherlands
Purpose: Many health systems are considered ill-equipped to adequately meet future demand. Although academic entrepreneurs and small and medium-sized enterprises (SMEs) drive health technology innovation, they often suboptimally consider important market and stakeholder requirements. This can result in missed opportunities to improve health system performance, address demand-supply gaps, and achieve financial rewards. Market intelligence can provide crucial information in this regard, but scientifically sourced guidance on how to perform market research for biopharmaceutics is scarce. Our objective was, therefore, to create and provide an easily accessible biopharmaceutics market research toolbox that can be perused by academic entrepreneurs and SMEs to improve the alignment of their developments with stakeholder needs. Design: Guided by market orientation theory, we interviewed senior managers and commercialisation experts from the biopharmaceutics sector. We asked them which information they consider most relevant, and how they collect, analyse and respond to new information to align product features, positioning and stakeholder-relationship management with market needs. Findings: Our innovator toolbox consists of a high-level overview of market intelligence considerations mapped against a novel innovation framework, a stakeholder reasoning and value model, and detailed considerations (checklists) per stakeholder of biopharmaceutics interventions. Originality: We provide here the first market orientation-based overview of market intelligence considerations for the biopharmaceutics sector. Although primarily collated for academic entrepreneurs and SMEs, our innovator toolbox for the biopharmaceutics sector can help all stakeholders better understand their orientation towards markets.
KeywordsHealthcareBiopharmaceuticMarket OrientationMarket ResearchUnmet Need
Tran, J., Norton, R., Conrad, N., Rahimian, F., Canoy, D., Nazarzadeh, M. and Rahimi, K. (2018) Patterns and Temporal Trends of Comorbidity among Adult Patients with Incident Cardiovascular Disease in the UK between 2000 and 2014: A Population-Based Cohort Study. PLoS Medicine, 15, Article ID: e1002513. https://doi.org/10.1371/journal.pmed.1002513
Ording, A.G. and Sorensen, H.T. (2013) Concepts of Comorbidities, Multiple Morbidities, Complications, and Their Clinical Epidemiologic Analogs. Clinical Epidemiology, 5, 199-203. https://doi.org/10.2147/CLEP.S45305
Angelis, A., Tordrup, D. and Kanavos, P. (2017) Is the Funding of Public National Health Systems Sustainable over the Long Term? Evidence from Eight OECD Countries. Global Policy, 8, 7-22. https://doi.org/10.1111/1758-5899.12341
Institute for Public Policy Research (IPPR) (2018) The Lord Darzi Review of Health and Care: Interim Report. Institute for Public Policy Research, London.
Belloni, A., Morgan, D. and Paris, V. (2016) Pharmaceutical Expenditure and Policies. Organization for Economic Co-Operation and Development, Paris.
OECD (2017) Health at a Glance 2017. Organization for Economic Co-Operation and Development, Paris.
Fernald, K., Pennings, E. and Claassen, E. (2015) Biotechnology Commercialization Strategies: Risk and Return in Interfirm Cooperation. Journal of Product Innovation Management, 32, 971-996. https://doi.org/10.1111/jpim.12218
Kola, I. and Landis, J. (2004) Can the Pharmaceutical Industry Reduce Attrition Rates? Nature Reviews Drug Discovery, 3, 711-716. https://doi.org/10.1038/nrd1470
Resnick, S.M., Cheng, R., Simpson, M. and Lourenco, F. (2016) Marketing in SMEs: a “4Ps” Self-Branding Model. International Journal of Entrepreneurial Behavior & Research, 22, 155-174. https://doi.org/10.1108/IJEBR-07-2014-0139
Choi, G.-E., Bolan, P., Hutchinson, K. and Mitchell, R. (2014) Social Media Implementation by SMEs: Overcoming the Challenges of Measurement. British Academy of Management (BAM), London.
Fillis, I. (2002) Small Firm Marketing Theory and Practice: Insights from the Outside. Journal of Research in Marketing and Entrepreneurship, 4, 134-157. https://doi.org/10.1108/14715200280001469
Gilmore, A. (2007) Emarketing and SMEs: Operational Lessons for the Future. European Business Review, 19, 234-247. https://doi.org/10.1108/09555340710746482
Lehoux, P., Daudelin, G., Hivon, M., Miller, F.A. and Denis, J.-L. (2014) How Do Values Shape Technology Design? An Exploration of What Makes the Pursuit of Health and Wealth Legitimate in Academic Spin-Offs. Sociology of Health & Illness, 36, 738-755. https://doi.org/10.1111/1467-9566.12097
Lehoux, P., Miller, F.A., Daudelin, G. and Denis, J.L. (2017) Providing Value to New Health Technology: The Early Contribution of Entrepreneurs, Investors, and Regulatory Agencies. International Journal of Health Policy and Management, 6, 509-518. https://doi.org/10.15171/ijhpm.2017.11
Van de Burgwal, L.H.M., Van der Waal, M.B. and Claassen, E. (2018) Accelerating Microbiota Product Development: The Societal Impact Value Cycle as a Conceptual Model to Shape and Improve Public-Private Valorization Processes. PharmaNutrition, 6, 157-168. https://doi.org/10.1016/j.phanu.2018.07.002
Drummond, M.F., Sculpher, M.J., Claxton, K., Stoddart, G.L. and Torrance, G.W. (2015) Methods for the Economic Evaluation of Health Care Programmes. Oxford University Press, Oxford.
van de Burgwal, L.H.M., Dias, A. and Claassen, E. (2019) Incentives for Knowledge Valorisation: A European Benchmark. The Journal of Technology Transfer, 44, 1-20. https://doi.org/10.1007/s10961-017-9594-8
Kohli, A.K. and Jaworski, B.J. (1990) Market Orientation: The Construct, Research Propositions, and Managerial Implications. Journal of Marketing, 54, 1-18. https://doi.org/10.1177/002224299005400201
Najafi-Tavani, S., Sharifi, H. and Najafi-Tavani, Z. (2016) Market Orientation, Marketing Capability, and New Product Performance: The Moderating Role of Absorptive Capacity. Journal of Business Research, 69, 5059-5064. https://doi.org/10.1177/002224299005400201
Kam Sing Wong, S. (2012) The Influence of Market Orientation on New Product Success. European Journal of Innovation Management, 15, 99-121. https://doi.org/10.1108/14601061211192852
Rodríguez-Pinto, J., Carbonell, P. and Rodríguez-Escudero, A.I. (2011) Speed or quality? How the Order of Market Entry Influences the Relationship between Market Orientation and New Product Performance. International Journal of Research in Marketing, 28, 145-154. https://doi.org/10.1016/j.ijresmar.2011.02.001
Carbonell, P. (2010) The Effect of Market Orientation on Innovation Speed and New Product Performance. Journal of Business and Industrial Marketing, 25, 501-513. https://doi.org/10.1108/08858621011077736
Mahmoud, M.A., Kastner, A. and Yeboah, J. (2010) Antecedents, Environmental Moderators and Consequences of Market Orientation: A Study of Pharmaceutical Firms in Ghana. Journal of Medical Marketing, 10, 231-244. https://doi.org/10.1057/jmm.2010.12
Appiah-adu, K. and Ranchhod, A. (1998) Market Orientation and Performance in the Biotechnology Industry: An Exploratory Empirical Analysis. Technology Analysis & Strategic Management, 10, 197-210. https://doi.org/10.1080/09537329808524311
Reid, M. and Brady, E. (2012) Improving Firm Performance through NPD: The Role of Market Orientation, NPD Orientation and the NPD Process. Australasian Marketing Journal (AMJ), 20, 235-241. https://doi.org/10.1016/j.ausmj.2012.05.011
Glaser, B.G. and Strauss, A.L. (2017) Discovery of Grounded Theory: Strategies for Qualitative Research. Routledge, New York. https://doi.org/10.4324/9780203793206
Guest, G., Bunce, A. and Johnson, L. (2006) How Many Interviews Are Enough? An Experiment with Data Saturation and Variability. Field Methods, 18, 59-82. https://doi.org/10.1177/1525822X05279903
Koelsch, L.E. (2013) Reconceptualizing the Member Check Interview. International Journal of Qualitative Methods, 12, 168-179. https://doi.org/10.1177/160940691301200105
Braun, V. and Clarke, V. (2006) Using Thematic Analysis in Psychology. Qualitative Research in Psychology, 3, 77-101. https://doi.org/10.1191/1478088706qp063oa
Daly, J., Kellehear, A. and Gliksman, M. (1997) The Public Health Researcher: A Methodological Guide. Oxford University Press, Oxford.
Kumar, V., Jones, E., Venkatesan, R. and Leone, R.P. (2011) Is Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing? Journal of Marketing, 75, 16-30.
Vreman, R.A., Heikkinen, I., Schuurman, A., Sapede, C., Garcia, J.L., Hedberg, N., Athanasiou, D., Grueger, J., Leufkens, H.G.M. and Goettsch, W.G. (2019) Unmet Medical Need: An Introduction to Definitions and Stakeholder Perceptions. Value in Health, 22, 1275-1282. https://doi.org/10.1016/j.jval.2019.07.007
Baltussen, R., Marsh, K., Thokala, P., Diaby, V., Castro, H., Cleemput, I., Garau, M., Iskrov, G., Olyaeemanesh, A., Mirelman, A., Mobinizadeh, M., Morton, A., Tringali, M., van Til, J., Valentim, J., Wagner, M., Youngkong, S., Zah, V., Toll, A., Jansen, M., Bijlmakers, L., Oortwijn, W. and Broekhuizen, H. (2019) Multicriteria Decision Analysis to Support Health Technology Assessment Agencies: Benefits, Limitations, and the Way Forward. Value in Health, 22, 1283-1288. https://doi.org/10.1016/j.jval.2019.06.014
Marsh, K., Thokala, P., Youngkong, S. and Chalkidou, K. (2018) Incorporating MCDA into HTA: Challenges and Potential Solutions, with a Focus on Lower Income Settings. Cost Effectiveness and Resource Allocation, 16, Article No. 43. https://doi.org/10.1186/s12962-018-0125-8
Goetghebeur, M.M., Wagner, M., Nikodem, M., Zyla, A., Micaleff, A. and Amzal, B. (2016) Pragmatic Multicriteria Decision Analysis (MCDA) Combined with Advanced Pharmacoepidemiology for Benefit-Risk Assessments of Medicines Adapted to the Real-Life Constraints of Regulators: Development and Case Study. Therapeutic Innovation & Regulatory Science, 50, 620-631. https://doi.org/10.1177/2168479016642812
Williams, P., Mauskopf, J., Lebiecki, J. and Kilburg, A. (2014) Using Multicriteria Decision Analysis during Drug Development to Predict Reimbursement Decisions. Journal of Market Access & Health Policy, 2, Article ID: 25270. https://doi.org/10.3402/jmahp.v2.25270
The Therapeutic Goods Administration (2020) Classification of Biologicals. Australian Government Department of Health, Canberra.
Medical Services Advisory Committee (2019) 1519—Tisagenlecleucel (CTL019) for Treatment of Refractory CD19-Positive Leukaemia and Lymphoma.
Bunn, G.P. (2019) Good Manufacturing Practices for Pharmaceuticals. 7th Edition, CRC Press, Boca Raton. https://doi.org/10.1201/9781315120669
Panteli, D. and Edwards, S. (2018) Ensuring Access to Medicines: How to Stimulate Innovation to Meet Patients’ Needs? World Health Organization, Geneva.
Nishimura, J., Tsai, Y. and Nagaoka, S. (2019) Impact of Initial Seeds on the Growth of Biotechnology Startups: Evidence from the U.S. and Japan. Economics of Innovation and New Technology, 28, 695-721. https://doi.org/10.1080/10438599.2018.1557410
Ayoub, M.R., Gottschalk, S. and Müller, B. (2017) Impact of Public Seed-Funding on Academic Spin-Offs. The Journal of Technology Transfer, 42, 1100-1124. https://doi.org/10.1007/s10961-016-9476-5
European Innovation Council (2020) Enhanced European Innovation Council (EIC) Pilot.
Enterprise Europe Network (2020) Advice for International Growth. Enterprise Europe Network.
Toumi, M. (2017) Introduction to Market Access for Pharmaceuticals. CRC Press, Boca Raton. https://doi.org/10.1201/9781315314600