NEW YORK UNIVERSITY

Stern School of Business MBA Program

Course: GB2130.30
Spring 2020 (second half)
Innovation in Pharma and Biotech

Adjunct Professor: James P. Brigaitis (jbrigait@stern.nyu.edu)

Course description

Pharmaceutical and biotechnology products generate more than $1 trillion on an annual basis
worldwide. Demand for new products is increasing as the population ages. However,
healthcare reform and cost constraints are placing greater emphasis on the need for significant
innovation. Successful innovation involves a complex mix of customers and stakeholders (i.e.
patients, physicians, payers, government regulators). Increasingly, commercial success also
requires disruptive innovations that are changing market structures. They often involve
adjacent industries and the development of new market infrastructures, such as new
diagnostics, drug delivery systems and disease awareness campaigns. All of these factors
increase uncertainty and change the risk-reward trade-offs.

This course will examine these issues from the perspective of a marketing practitioner in the
industry. Students will learn how to apply core principles of marketing, innovation, and new
product development to the unique complexities of the pharmaceutical and biotech industries.

Course structure

• The course will consist of six lectures and active class discussions. Each class will build
upon information discussed in the previous session. Hence, attendance at all classes will
be very important.
• Readings will include four case studies.
• Students should be prepared to discuss the assigned cases in class.
• In addition, students will be required to submit a brief written analysis of one case
study. The write-up will address four specific questions about the case and should be
three to four pages in length.
• There will also be a take-home final exam to be submitted one week after the last class.
• The course will include two guest speakers from industry. Students will have the
opportunity to meet and question experienced practitioners on the concepts discussed
in class.
 Course Schedule: Innovation in Pharma and Biotech

Date Topic
Session 1 Current Industry Landscape and Evolving Changes
• Overview of course syllabus, course objectives and deliverables
• Discussion of industry landscape (products, customers, emerging trends)
• Key challenges and drivers of today’s emerging innovations
• Unique customer landscape

Session 2 New Product Development: Assessing Opportunities for Innovation

• Framework to assess opportunities for new innovations
• Risks and mitigation factors
• Discussion of case study, AM-PHARMA: Creating Value case study

Session 3 Valuing New Products and Developing Effective Pricing Strategies

• Issues, opportunities, and emerging trends in pricing today’s innovations
• Challenges with rare disease products and other emerging innovations
• What are the different ways new innovations provide value
• Changing pricing models
• Discussion of case study, Merck: Pricing Gardasil

Session 4 Opportunities in Emerging Markets

• Current landscape
• Role of emerging markets in big pharma portfolios
• Discussion of case study, Disrupting Dengue with an Emerging Markets Launch Strategy
• Discussion of case study, Biocon: Launching a New Cancer Drug in India
Session 5 Promotion of Biopharmaceuticals: How is Today’s Model Changing
• Focus on breakthrough innovations, rare diseases, etc.
• Overview of new promotional vehicles and channels
• How do promotional needs vary by magnitude of innovation, product type, and disease
type
• The role of direct to patient promotion
• Guest speaker
Session 6 Launching Disruptive Innovations: Creating Brand New Markets
• Review of recent successes and failures in the industry
• Discussion of case study Amgen: Launching Repatha
• Guest speaker

1 week Submit Take-Home Final Exam

after final
class