Start at the End: Thinking Commercial during Discovery and Development

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Presented By: Johnson & Johnson
Thursday, October 28, 2021
9:30 am – 11:00 am

Location: Online

When your product launches 5, 8 or 10 years from now, what do you intend the label to read? You cannot make any commercial claim if it is not scientifically proven and written in the label. As early as discovery and throughout development, entrepreneurs and startups would do well to keep their end-goal in mind.

What is the exact target population, indication and formulation? Which benefits, risks and tolerability concerns are acceptable? What are unique selling points compared to competitors? And who is going to pay?

During this session our speakers will discuss their views on the importance of ascertaining early how health interventions will potentially add value in the future marketplace. Developers need to consider all the stakeholders — Patients, Partners, Prescribers and Payers. Having a clear picture could help guide business decisions and business development opportunities.

Within the Janssen Pharmaceutical Companies of Johnson & Johnson the Target Product Profile (TPP) is the go-to document describing the end-goal. The TPP is a concise communication tool designed with the aim to demonstrate key value drivers and attributes of the intended product. Our speakers will discuss what this document looks like and how it could guide prioritization and decision making.

Throughout discovery and development, startups can work together with many partners such as investors, R&D partners and service providers. During a panel discussion we will hear from different stakeholders how the TPP could help startups and their collaborators stay focused and aligned.

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