Session 6, Alliance Case study
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Questions and Answers

What was the typical success rate for proving the efficacy of molecules in development?

  • Three in four
  • All of them
  • One in two (correct)
  • One in four
  • What is a key reason why pharmaceutical companies are increasingly using specialized firms?

  • For research and development
  • To handle regulatory approvals
  • For manufacturing and packaging (correct)
  • To reduce marketing costs
  • During the 1990s, marketing alliances in the pharmaceutical industry often took which form?

  • Reselling agreements
  • Exclusive branding
  • Personal branding
  • Co-branding or co-marketing (correct)
  • Which therapeutic category did Eli Lilly NOT have a strong position in by 2004?

    <p>Cardiovascular Health (A)</p> Signup and view all the answers

    What was the initial investment amount that Colonel Eli Lilly started the company with?

    <p>$1,400 (C)</p> Signup and view all the answers

    How many employees did Eli Lilly and Company have by 2004?

    <p>46,000 (D)</p> Signup and view all the answers

    Which product is NOT mentioned as part of Eli Lilly's therapeutic categories?

    <p>Aspirin (B)</p> Signup and view all the answers

    In what year was Eli Lilly and Company established?

    <p>1876 (B)</p> Signup and view all the answers

    What was the primary purpose of establishing the Office of Alliance Management (OAM) at Lilly?

    <p>To enhance Lilly's partnership capabilities and manage alliances. (C)</p> Signup and view all the answers

    Who was appointed as the executive director of the Office of Alliance Management?

    <p>Nelson Sims (A)</p> Signup and view all the answers

    What is the Lilly Alliance Management Process (LAMP) described as?

    <p>A road map to streamline and simplify alliance management. (C)</p> Signup and view all the answers

    Which group focuses primarily on identifying potential partnership candidates?

    <p>Research Acquisitions group (B)</p> Signup and view all the answers

    What external firm did Lilly hire for consulting during the OAM establishment?

    <p>Accenture (C)</p> Signup and view all the answers

    How long did the review process take before establishing the OAM?

    <p>18 months (A)</p> Signup and view all the answers

    Which aspect of the alliance process does the Corporate Business Development group focus on?

    <p>Negotiations and due diligence. (D)</p> Signup and view all the answers

    What was a significant outcome of the partnership review conducted by Lilly?

    <p>Development of a structured process for managing alliances. (C)</p> Signup and view all the answers

    What was the primary focus of Alpha Biotechnology Company when it was founded?

    <p>Cancer diagnostic technologies (D)</p> Signup and view all the answers

    How much did Lilly invest in the Lilly-Alpha partnership initially?

    <p>$100 million (D)</p> Signup and view all the answers

    What role did Scott Fishman take on in the Lilly-Alpha alliance?

    <p>Alliance manager (B)</p> Signup and view all the answers

    Which type of alliance was formed between Lilly and Alpha Biotechnology?

    <p>Research alliance (B)</p> Signup and view all the answers

    What was one of Scott Fishman's key contributions to the Lilly-Alpha alliance?

    <p>Establishing governance committees (D)</p> Signup and view all the answers

    Alpha Biotechnology had a strong position in which area of technology?

    <p>Gene transcription technology (C)</p> Signup and view all the answers

    In which year did Alpha Biotechnology go public?

    <p>1992 (A)</p> Signup and view all the answers

    What was the maximum potential amount in milestone payments that Alpha could receive from Lilly?

    <p>$75 million (A)</p> Signup and view all the answers

    What is one of the main challenges faced by Lilly's senior management regarding international alliances?

    <p>Equipping teams with intercultural skills for global collaborations. (A)</p> Signup and view all the answers

    Which two companies has Lilly recently entered into alliances with?

    <p>Sankyo and Boehringer Ingelheim. (C)</p> Signup and view all the answers

    What issue is raised by the rise of dedicated clinical research organizations (CROs) in India and China?

    <p>Opportunities for enhanced offshoring of research services. (C)</p> Signup and view all the answers

    What challenge does procurement face in relation to OAM at Lilly?

    <p>Avoiding overlap and duplication with OAM processes. (B)</p> Signup and view all the answers

    How many alliances does Lilly Japan reportedly have in discovery and development?

    <ol start="30"> <li>(A)</li> </ol> Signup and view all the answers

    What area of expertise is increasingly required due to expanding international alliances for Lilly?

    <p>Intercultural communication skills. (D)</p> Signup and view all the answers

    What expectation does Lilly have concerning research services as a result of increased outsourcing?

    <p>To enhance offshoring capabilities for pre-clinical trials. (B)</p> Signup and view all the answers

    What is a possible outcome of the growing international presence of Lilly?

    <p>Increased number of local partnerships in foreign markets. (D)</p> Signup and view all the answers

    Which pharmaceutical company was formed by the merger of Hoechst and Rhone?

    <p>Aventis (D)</p> Signup and view all the answers

    What company did Pfizer acquire in 2002?

    <p>Pharmacia (C)</p> Signup and view all the answers

    Which company did ICI spin off in 1993?

    <p>Zenecca (A)</p> Signup and view all the answers

    In what year did Warner-Lambert get acquired by Pfizer?

    <p>2000 (C)</p> Signup and view all the answers

    Which of the following companies merged with GSK in 2000?

    <p>Wellcome (D)</p> Signup and view all the answers

    What is the top-selling drug of Pfizer in 2004?

    <p>Lipitor (A)</p> Signup and view all the answers

    Which company acquired Knoll in 2001?

    <p>Abbott (C)</p> Signup and view all the answers

    Which drug is associated with Sanofi-Aventis in terms of high sales?

    <p>Plavix (B)</p> Signup and view all the answers

    Which pharmaceutical company is based in Osaka, Japan?

    <p>Takeda (A)</p> Signup and view all the answers

    What is the total R&D expense for Johnson & Johnson in 2004?

    <p>$5.203 billion (A)</p> Signup and view all the answers

    What significant merger happened between Upjohn and Pharmacia?

    <p>It occurred in 1995. (D)</p> Signup and view all the answers

    Which company operates in New Brunswick, NJ and ranks fourth in global sales in 2004?

    <p>Johnson &amp; Johnson (B)</p> Signup and view all the answers

    What top-selling drug is associated with Merck in 2004?

    <p>Zocor (D)</p> Signup and view all the answers

    Which of the following drugs belongs to GlaxoSmithKline?

    <p>Seretide/Advair (B)</p> Signup and view all the answers

    What is the primary purpose of Phase I clinical trials?

    <p>To ascertain the safety of the drug in healthy volunteers (B)</p> Signup and view all the answers

    During which phase of clinical trials do patients with the disease participate?

    <p>Phase II (A)</p> Signup and view all the answers

    What is a characteristic of Phase III clinical trials?

    <p>They assess the drug's safety and efficacy in a larger population (C), They are the final stage of testing before a NDA is filed (D)</p> Signup and view all the answers

    What financial investment is typically associated with Phase III clinical trials?

    <p>$30 million to $100 million (D)</p> Signup and view all the answers

    What proportion of drugs are typically successful in Phase III clinical trials?

    <p>85 percent or more (C)</p> Signup and view all the answers

    Flashcards

    Clinical Trials

    The process of testing a new drug to see if it is safe and effective in humans.

    Phase 3 Clinical Trials

    The stage of drug development where the drug is tested on a large group of people to confirm its effectiveness and monitor for side effects.

    Co-branding

    The type of alliance where two companies combine their brands to market a single product.

    Co-marketing

    The type of alliance where two companies market the same product in different geographic areas, each under their own brand.

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    Alliance Strategy

    A partnership between two or more companies to achieve a common goal, such as developing, manufacturing, or marketing a product.

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    Drug Development

    The process of developing a new drug, from initial research to clinical trials and final approval.

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    Drug Manufacturing

    The process of translating research findings into a marketable product, involving various steps like manufacturing and packaging.

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    Marketing

    The process of promoting and selling a product to consumers, often involving partnerships and collaborations.

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    Office of Alliance Management (OAM)

    Lilly's dedicated unit for managing partnerships, established in 1999. It was designed to streamline the alliance management process and improve Lilly's partnering capabilities.

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    Lilly Alliance Management Process (LAMP)

    A structured process developed by Lilly to guide and standardize the management of partnerships or alliances. It focuses on a clear roadmap, making partnering more efficient and effective.

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    Research Acquisitions

    Identifying and evaluating potential partners or opportunities for collaboration. It involves understanding their strengths, capabilities, and potential fit with Lilly's goals.

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    Corporate Business Development

    Conducting thorough due diligence on potential partners, reviewing their financial health, technology, and alignment with Lilly's goals. This involves negotiations and finalizing partnership agreements.

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    Office of Alliance Management

    This group focuses on ensuring the smooth operation and success of the partnership. It involves monitoring progress, managing challenges, and ensuring the partnership delivers intended outcomes.

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    External Consultants (Accenture)

    Experts from Accenture, known for their work with tech companies, were brought in to review and enhance Lilly's partnership processes.

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    PriceWaterhouse-Coopers (Survey)

    A firm used to conduct an independent assessment of Lilly's existing partnership practices and identify areas for improvement.

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    Nelson Sims

    Nelson Sims, with his extensive experience at Lilly, led the development of OAM and LAMP. He was instrumental in shaping Lilly's approach towards partnerships.

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    Research Alliance

    A type of business partnership where companies collaborate on research and development, sharing resources and expertise to develop new products or technologies.

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    Alpha Biotechnology Company (Alpha)

    A company focused on developing and commercializing diagnostic technologies for cancer.

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    Gene-Splicing Technology

    A technology used to modify or alter the genetic makeup of organisms, providing a powerful tool for developing new drugs and treatments.

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    Alliance Manager

    An individual responsible for managing and coordinating activities within a business partnership. This can include tasks like setting up governance committees, managing communication, and ensuring alignment of goals.

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    Governance Committees

    A meeting or group of people responsible for overseeing and guiding the activities of a partnership, providing direction and ensuring the strategic alignment of the collaboration.

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    Milestone Payments

    A payment made to a partner in a business alliance to compensate them for their contributions and milestones achieved, providing financial incentive and motivating progress.

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    Team-building Processes

    The process of building relationships and trust among team members from different companies involved in a partnership, enabling effective collaboration and communication.

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    Senior Scientist at Lilly

    A senior scientist from Lilly who played a significant role in managing the research partnership with Alpha, focusing on overseeing and guiding the research activities.

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    Expanding Alliance Scope

    The process of extending alliances to new locations (geographically) and incorporating different operational functions within the value chain.

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    Alliance

    A partnership between two or more companies to achieve a common goal, such as developing, manufacturing, or marketing a product.

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    Alliance Management

    A strategic approach used by companies to manage the relationships with external partners for activities like research, manufacturing, and marketing.

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    Clinical Research Organizations (CROs)

    Companies specializing in conducting clinical trials, often outsourcing research services to countries like India and China.

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    Outsourcing

    The process of transferring some business activities to a third-party supplier, often in another country, to reduce costs or leverage specialized skills.

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    Procurement

    The function responsible for managing relationships with suppliers, negotiating prices, and ensuring quality standards.

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    Supplier Relationship Management (SRM)

    Tools and processes used to manage supplier relationships, including tracking performance and negotiating contracts.

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    Global Collaboration

    The practice of combining different skills and resources from various locations across the globe, especially for international alliances.

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    Phase III Clinical Trials

    Phase III clinical trials expand the study to a larger group of patients (2000-3000) across multiple centers, confirming the drug's effectiveness and monitoring side effects in a more representative population. This stage often involves significant costs and is crucial for drug approval.

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    New Drug Application (NDA)

    A document submitted to the FDA (or comparable regulatory agencies in other countries) after a successful Phase III clinical trial, requesting approval to market a new drug.

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    Clinical Trial Process

    The process of evaluating a drug's safety and effectiveness through a series of stages involving human testing. It involves closely monitoring participants, collecting data, and reviewing results.

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    Aventis

    Hoechst and Rhone merged in 1999 to create Aventis, a major pharmaceutical company.

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    Roche

    Hoffman-LaRoche simplified its name to simply Roche, a well-known pharmaceutical corporation.

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    Zenecca

    ICI, a company in the pharmaceutical industry, spun off its pharmaceutical division as Zenecca in 1993.

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    AstraZeneca

    Zenecca, a pharmaceutical company spun off from ICI, merged with Astra to form AstraZeneca.

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    Knoll

    Knoll, a pharmaceutical company, was acquired by Abbott in 2001.

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    Marion

    Marion Laboratories was acquired by Dow Chemical Company in 1989, and later merged with Bristol-Myers Squibb.

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    Merrell Dow

    Merrell Dow, a pharmaceutical company, was acquired by Hoechst in 1995, and later became part of the Aventis merger.

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    Pharmacia

    Pharmacia, a major pharmaceutical company, was acquired by Pfizer in 2002.

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    Aventis mergers

    R.P. Scherer, Rorer, and Roussel all merged with Aventis, creating a massive pharmaceutical force.

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    Sterling Drug

    Sterling Drug merged with Eastman Kodak and moved out of the pharmaceutical sector.

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    Upjohn

    Upjohn, a pharmaceutical company, merged with Pharmacia in 1995, and later became part of Pfizer through Pharmacia's acquisition.

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    Warner-Lambert

    Warner-Lambert, a large pharmaceutical company, was acquired by Pfizer in 2000.

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    Wellcome

    Wellcome, a pharmaceutical company, merged with Glaxo in 2000, eventually forming the giant GlaxoSmithKline (GSK).

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    Pharmaceutical Industry Reshaping

    These mergers and acquisitions shaped the pharmaceutical industry, resulting in companies like Pfizer, GlaxoSmithKline, and Sanofi-Aventis becoming global giants.

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    Pharmaceutical Industry Consolidation

    The pharmaceutical industry has seen numerous mergers and acquisitions throughout its history, leading to consolidation and change in the landscape of companies.

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    Study Notes

    Ivey Case Study Notes: Innovation Without Walls: Alliance Management at Eli Lilly and Company

    • Context: Eli Lilly and Company (Lilly) faced increasing pressures in the pharmaceutical industry, including rising development costs and a complex competitive landscape. The company's Office of Alliance Management (OAM) was instrumental in building its reputation for excellence in partnerships. However, the OAM needed a strategic review.

    • Industry Dynamics: The pharmaceutical industry saw rapid consolidation in the 1990s, with global sales reaching $550 billion by 2004, and North America accounting for 45% of global sales. High development costs (over US$800 million) and short patent protection periods put significant pricing pressures on pharmaceutical firms.

    • OAM at Lilly: Established in 1999, OAM was instrumental in Lilly's excellence in partnerships. The director of OAM, Gary Stach, was tasked with reviewing the OAM strategy, given the anticipated significant increase in the complexity of alliances at Lilly.

    • Alliance Management at Lilly: The OAM (Office of Alliance Management) plays a key role. It aims to help Lilly develop the necessary alignment and capabilities to achieve its alliance vision. The role of alliance managers within OAM was crucial for success, facilitating and supporting various stages from pre-deal assessment, relationship building, to ongoing alliance management. The OAM had three main responsibilities:

    • Alliance champion (senior executive) providing high-level support and oversight

    • Alliance leader working on the day-to-day operations of specific alliances

    • Alliance manager acting as a liaison between the two partners.

    • Alliance Strategy at Lilly: Alliance strategies were typically classified into early, clinical, and advanced clinical stages, based on the development stage of the drug. Lilly's focus was on innovation-driven growth, external partnerships, and development. Examples of partnerships include research alliances, commercial alliances, and manufacturing alliances.

    • Challenges in Alliances: 60% of alliances failed due to non-technical factors, such as issues in communication, differing objectives or expectations, and poor leadership. Thus, maintaining healthy relationships and mitigating such issues has been a key strategy to Lilly's success.

    • Relationship and Capability: The alliance manager (OAM) plays a vital role in the success of each alliance. Their focus is not only on the contractual aspects, but also on maintaining a healthy partnership relationship, cultural understanding, and collaborative processes. This was crucial to mitigate risks of failure due to conflicts among alliance partners.

    • OAM Processes: Lilly developed a proprietary framework (LAMP) integrating best practices. Various tools and processes that include 3-Dimensional Fit Analysis, Governance Framework, Strategic Futures Exercises, and Shared Strategic Intent were used to proactively assess and manage alliances.

    • OAM Staff: Having alliance managers with general management skills, prior operational experience, interpersonal and problem-solving abilities; was vital for successful management. Training and opportunities for growth were important for OAM staff retention and effectiveness.

    • Future Issues and Outlook: OAM addressed the need to enhance their scope, expand geographically including international alliances, and collaborate across functional areas such as manufacturing and research. OAM also needed to consider the effective integration of external partnerships into the core business processes of Lilly.

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