R&D Spending & Success: Key Trends, Issues & Solutions

Authors

  • Sanjay Kumar Rao

DOI:

https://doi.org/10.5912/jcb772

Keywords:

R&D, Clinical Trials, Analysis, Insights, Strategy

Abstract

Debates about rising bio/pharmaceutical prices are often predicated on the presumption that higher product prices are necessary for continuing funding of innovation. Recent trends only partially bear this out. While total spending on bio/pharmaceutical R&D has largely remained constant, costs for clinical trials have consumed a rising proportion of R&D budgets. More spending on clinical trials, however, has not yielded higher trial success rates.

 

Prior to product launch, clinical trials take up most of the financial resources attributed to a product in development, costing on average $75-$100M. While completing a full cycle of pre-clinical and clinical trials can take an average of 7.5 years, the probability of successful filing for marketing a drug after clinical trial testing has never exceeded 13-20%, despite advances in trial design and testing processes.

This article discusses key trends in R&D spending and productivity. It then lays out issues that prevent clinical trials from achieving higher success, and presents operational and strategic solutions that can be implemented to improve the effectiveness of increases in R&D spending.

Author Biography

  • Sanjay Kumar Rao

    Since 1990 Dr. Rao’s projects have impacted product and portfolio development strategy, clinical trial investments, pharmaceutical brand development, new product commercialization, clinical and geographic market development, sales force design and optimization, product life cycle management, and new product and portfolio pricing, access and evolution strategies. In a special management consulting supplement, the Nov 2007 Issue of Pharmaceutical Executive profiles Dr. Rao as one the leading strategy consultants in the global bio/pharmaceutical industry. His publications have appeared in The Journal of Business Strategy, The Journal of Commercial Biotechnology, The Journal of New Product Innovation Management, Marketing Research, Marketing Insights, Marketing Health Services, Product Management Today, The Journal of Pharmaceutical Development & Regulation, PM360, Law360, Pharmaceutical Executive, Journal of Medical Marketing, Pharmaceutical Market Europe, Pharmaceutical Executive Europe and proceedings of the PMRG, the PMRG Institute, the PMSA, EPhMRA and the Oxford Outcomes PRO Conference. Dr. Rao has a Ph.D. in Marketing from The Wharton School of the University of Pennsylvania & a B’Tech in Aeronautical Engineering from The Indian Institute of Technology. He is part of the adjunct faculty in the marketing departments at the McDonough School of Business, Georgetown University & the Robert H. Smith School of Business at the University of Maryland.

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Published

2017-06-21

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