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Identify, evaluate opportunities to bring new, innovative therapies to physicians, patients Obtain valuable insights from the most relevant experts, quickly and cost effectively Gather objective, third-party inputs to inform the most confident decisions Manage the administrative aspect of expert consulting effectively, efficiently
Genzyme: Smarter Growth through Expert Insight
GLG Research Solution
Provide direct access to targeted experts to evaluate growth opportunities – quickly Schedule one-on-one telephone consultations with surgeons, key opinion leaders (KOLs) within highly targeted therapeutic specialties to guide business development decisions Serve as authentic thought partner by refining search criteria, and helping identify crucial experts Ease the administrative burden of finding, managing experts
— David Hurwitz | Associate Director | Strategic Marketing | Genzyme Biosurgery
As one of the world’s leading biotechnology companies, Genzyme is dedicated to making a major impact on the lives of people with serious diseases. For David Hurwitz, that means making a positive difference in the lives of thousands of patients—by helping one patient at a time. Genzyme Biosurgery, a division of Genzyme, develops and markets innovative, biologically based products for health conditions that are often difficult and expensive to manage. These therapies derived from biomaterials are specifically designed to treat surgical complications. Today, Genzyme Biosurgery’s product line-up provides osteoarthritis relief, adhesion prevention, cartilage repair, and severe burn treatment to patients worldwide. It is Hurwitz’s job to pinpoint which therapies surgeons and patients will need 10 or 20 years down the road. He is responsible for helping to map the company’s course for future growth. Hurwitz and his team work to build a product portfolio to change the world of surgery. To accomplish this, they need to understand the evolution of surgery, the future needs of surgeons and patients, and how those needs can be met with biologics. For help ultimately making fast, confident decisions around every growth opportunity—they turn to GLG Research.
Relevant insights from targeted KOLs to accelerate business development process More confident decisions, earlier in the process— grounded in objective analysis Speed to insight, enhanced credibility, value for money Less time spent on administrative processes— more time spent achieving corporate growth objective
The World’s Marketplace for Expertise
GLG Research provides technology and services to support a marketplace for expertise and manages the world’s leading expert network, helping more than 850 client companies find, engage, and manageSM experts. When clients need to deepen their understanding of a company, an industry, or a market, they turn to GLG Research for relevant, hard-to-find, authoritative experts from the GLG CouncilsSM—a network of more than 250,000 experts worldwide.
© 2011 Gerson Lehrman Group, Inc. All rights reserved. +1 212 984 8500 | firstname.lastname@example.org | www.gersonlehrmangroup.com
GLG Research gives you objective, confidential, insightful, fast feedback on any healthcare topic you want. That’s something you can’t find anywhere else. I know, because I’ve looked.
we would develop new product concepts as the conversation took off in fresh. Once Hurwitz’s team selected the experts with whom they wished to speak. it also spurred conversations that would never have taken place by asking yes-or-no questions through quantitative research methods.com . is fully confident in our Hurwitz and his team also have tapped the GLG Research network recommendations—which ultimately drives growth and to test specific product concepts for market reaction—to learn what helps patients.” exclaims Hurwitz. fast feedback on any healthcare topic you want. A Sophisticated Service It started with a simple phone call. confidential.” © 2011 Gerson Lehrman Group. the experts he tapped in the GLG Research network have no vested interest in Genzyme Biosurgery—and were free to give their unbiased. therapeutic area. “I have been partnering with market research companies for years.” says Hurwitz. the Right Time Hurwitz first partnered with GLG Research when he and his team were assessing a series of potential growth opportunities. They needed to determine where the company should invest its R&D dollars and where it should pursue strategic partnerships to bring therapies to patients—all with limited resources. “Normally.” recounts Hurwitz.com | www. insightful.gersonlehrmangroup.” GLG Research took on all those administrative headaches for Hurwitz—and provided the precise expert set he sought: top surgeons and key opinion leaders (KOLs) within highly targeted therapeutic specialties.“GLG Research gives you objective. When Hurwitz needed expert insights. I know. Credibility On both a professional and personal level. “The experts within the GLG Research network are completely objective. “We did speak with those experts and GLG Research was right on target. according to Hurwitz. When the GLG Research Professional provided a set of highly qualified experts based on his initial request.” says Hurwitz. No Bias. And they did it fast.” says Hurwitz. Hurwitz could have pulled out his Rolodex® to gather expert insights to guide their decisions—but experience told him this cumbersome strategy often yielded false positives. And they were all the right experts with the right insights. Because GLG Research arranges consultations with such relevant. +1 212 984 8500 | glginfo@glgroup.“With GLG Research. “On top of that. but relevant. because I’ve looked. they refined our search criteria to exceed them.” Confidence. a more realistic view of our possibilities. All rights reserved. Inc. But one day. No Problem For Hurwitz. But. GLG Research arranged a series of private telephone consultations—standard procedure. insightful directions. recalls Hurwitz. However. But GLG Research was hardly stingy when it came to delivering meaningful benefits—to name another objectivity. not only did GLG Research meet our information needs. high-quality experts. it can eliminate the need for additional—and costly—market research. unabashed feedback. Hurwitz believes that when you go the Rolodex route—or leverage your own advisory board—you are too close for comfort. Hurwitz gets a good feeling from his partnership with GLG Research --and good results. “GLG Research is a great filter.” That filter enabled the team to focus their energies on the initiatives with a higher probability of market success and patient impact. we had six experts lined up within 24 hours. they quickly learned which products they should analyze further through additional market research—and which they should filter out. he contacted his Genzyme-dedicated GLG Research Professional who rapidly delivered profiles of experts responsive to his team’s research needs. Another benefit of that filter: cost savings. in turn. “We often found that when we were talking with a physician about one idea. and rarely do you find a company that serves as a great filter. The team was evaluating a product concept at the time. we want raw. GLG Research took Hurwitz by surprise. “It would take us a lot of time just to get one or two people with general knowledge of the areas we were exploring—and they would rarely be the right people with the exact insights we needed.” says Hurwitz. we would be strapped with the administrative burdens associated with preparing and negotiating contracts. They were all available to speak to us within days. she also recommended that Hurwitz speak with another set of experts in a different.”says Hurwitz.” types of professionals may be interested in various products and how they could help patients. They can openly question our ideas and test our hypotheses. “When we are evaluating a new product opportunity. “That’s something you can’t find anywhere else. In the end. “I want to add value to every project. it takes about six weeks from the time you decide to engage an expert to the time you have results. “In this case. I am fully confident in the recommendations we make to our management team. During one-on-one consultations with the most relevant physicians and academics.” says Hurwitz.” The Right People. You are tapping a network that already knows you—a network that is all too tempted to tell you what you want to hear. “With the insights we glean through GLG Research. and higher level of confidence in every step of the business development process. this turnaround time was paramount. we get a more holistic view of our constituents. gut feedback so we can chart the right course for growth. A Strong Filter The management team.
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