New Product Planning and the Drug Discovery-Development Interface

Abstract

The pharmaceutical industry is under increasing pressure to deliver safe and innovative drugs more quickly without incurring unsustainable R&D costs. Regulatory hurdles have risen in tandem with customer expectations making it essential that the science and commercial functions partner early and effectively throughout a molecule’s march from target concept to an optimized, market-ready drug. Unfortunately, numerous examples exist of failures to achieve this key, cross-functional collaboration resulting in well-intentioned drugs paving the road to disappointed hopes. Here we review the key variables and timing of the collaboration between discovery, development, and commercial (new product planning). A successful collaboration ensures that the best molecule is identified and developed resulting in a successful launch, rapid adoption, and broad use over its life with a positive impact on human health.