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TECHNICAL CASE STUDY

EVALUATING OPPORTUNITY : Pharmaceuticals

Challenge

Following two failed drug pipelines, and huge financial loss in investment, a pharmaceutical giant identified the need for more rigour around the process of business opportunity evaluation. This meant driving home an important message that projects should not be embarked upon if the cost implications were too great or risky, irrespective of the scientific impact.

Action

Kaplan designed a tailored programme following a detailed and careful analysis of the delegates’ needs and building on three real-life product launch case studies, which made the intervention highly interactive and practical, and focused on investment appraisal, dealing with uncertainty and communication skills.

Result

The programme proved hugely successful, and has now been delivered for the past five years, training approximately 200 people across the UK, Belgium, Sweden, the US, Mexico, Brazil and Singapore.

Because the intervention effectively creates a bridge between the financial aspects of evaluating business opportunities and the clinical complexities in doing so, it has also attracted an audience of non-financial commercial clinical staff who are keen to understand the finance angle of evaluation.

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