1. Academic-Corporate Partnering: Pitching to Industry
Abhijit (Jit) Banerjee, Ph.D., MBA
Director of Business Development
Office of Technology Transfer & Business Development |

2. Today’s Objectives: Challenges in the Pharma Industry
Academic-industry partnering
Partner selection and measure of success
Collaboration Preparedness for Academic Institutes
Organization
Faculty
Expectation
How we can help

3. Critical Time in the Pharma Industry
Government Pressure
More Expensive Regulatory Process
Enormous Market Pressures
Shorter Practical Exclusivity
Faster Generic Substitution
Governments Reducing Reimbursement
Industry Criticized as “Too Profitable”
Reduced R&D Expenditure; “Lay off”; Selected Areas of Investments
Patents and Intellectual Property Under Assault

4. Drug Development: Risky Business
100 Projects
1 Product
100 90
25% 80 70 60
60%
# Projects 50
25%
25% 40 30 20 10 1 2 3 4 5
>12 years
Ideas  Leads  Dev. Candidates  Ph2a Clin.  Products

5. What Is Pharma Looking For And Why?
Pharma Needs “New”
Fill Pipeline
Find new class of
drugs/biologics
Enter areas where
there are unmet needs
Molecules
Targets
Mechanisms
of Action
Methods,
technology, and
models
Manage attrition of compounds
Early prediction
Differentiation
Lowering risks

6. Change in Scenario Increase in Pharma-academic partnership
Larger $$ investment for strategic partnerships
Risk and Reward Sharing
Key deliverables
Gaining popularity within Pharma: an open, pre- competitive environment with academic institutes
Shared Goals: Academic and Industry both receptive to scientists embedded in each other’s environment
IP and revenue sharing negotiations: less stringent and aimed at a practical approach 6

7. Value of Academic Partnership
Academic faculty make long-term, risky commitments toward understanding the basic biological principals
Academic Institutes often have unique resources
that often play critical roles in drug discovery programs
Academic Centers are places where rare/orphan diseases and neglected diseases are extensively studied 7

8. Common Paths to Academic-Corporate Partnerships
Pharma companies collaborates directly with faculty who may have certain unique expertise, resources
Faculty submits either solicited and unsolicited proposal Internal evaluation and selection
Organization to Organization broad strategic relationship involving multiple faculty and projects
Consortiums of pharma and/or academic organizations

9. Academic-Corporate Partnerships – Drivers
Primary Driver: SCIENCE. Not Business. Not $$.
Science
Science
Business
Business
Initial Contact
Due Diligence
Negotiation
Agreement
Legal
Business
Business
Science
Secondary Driver: Proper Content.
Not One Size Fits All.
Tertiary Driver: The Relationship.
It’s Important to develop. 9

10. Attributes of Selection: Example Pfizer
How does Pfizer select partners?
R &D and Commercial Strength
Straight-forward in interaction
Experienced deal makers
Transparent process
Decision makers are accessible
Mutual trust throughout the relationship
Conflicts get resolved openly and fairly
Good project management

11. Attributes of Selection: Example Pfizer
How does Pfizer select the opportunity?
Impact on Pfizer goals
Commercial importance
Appeal of a mechanism
Strategic relevance
Therapeutic scope
Impact on our own resources
Cost of not-doing
Strength of the partner

12. Measure of Successful Collaborations: Example Pfizer
How to measure success?
New leads or targets
Efficiency and Speed
Impact
Tools/technologies
Cost
Cultural changes
How to ensure success? Key factors
Research Plan
Steering Committee
Project Management
Communication
Deliverables met in time
Shared goals & responsibilities

13. Review & Approval Process: Example Pfizer
License or Collaboration
Initial review
1st meeting
2nd meeting
Review by scientific management
3rd-5th meetings (Business)
Review executive committee
Attrition
<$500K (signed)
<$1MM (signed)
Millions $ (signed)

14. Academic Collaborations in 2012
Drug Delivery
 Speed
 Cost
Get to Full
Development
Get the
Candidate
Get the
Lead
Get the
Screen
Get the
Function
Get the
Gene/Target

15. Competition and Preparedness
Need Organizational preparedness
Change in faculty mindset
Need to align with industry - LTR
Like OHSU, other universities are trying to develop a pharma relationship
Hence there is competition
How do we differentiate ourselves from others ?
This is Key

16. Collaboration Preparedness
Organization
Faculty
Organizational willingness, nimbleness, readiness and commitment
Cultural shift needed – openness and trust
Deploy resources to attract industry
Able to commit and deploy major resources to translational programs
Long term relationship building is key
Be prepared for multiple visits by Pharma – Patience is needed
Discuss with Pharma - Enter into consortium based collaborations
Industry collaboration is very different from NIH grants; think in terms of industry
Driven by great science and resources available
Selection process for collaboration often long and not transparent – patience is a must
Developing trust and good working relationship is key
Cultural shift needed – industry collaboration is not bad
Good science with
industry collaboration possible

17. How Academic Institutes Can Prepare
Think Outside the Box
Be flexible, consider different models of partnerships
The World is Flat
Consider globally
Know your Assets
Bundle and customize asset portfolios
Needs of Industry are Different
Customize based on industry need
Solution-Based Approach
Focus on areas where there is organizational strength 17

18. Faculty Preparedness: Basic things to avoid when making a pitch
Assumption
Scientists from industry are not aware of your field/work
Teaching them basic biology/chemistry
There are no other technologies available like yours
Presentation
Not having a clear idea about presentation
Digressing from your presentation
Not telling the industry representatives about the market and how many patients will be cured and bring X $$ revenue
Expectation
Often, the first meeting is non-confidential, don’t insist on a CDA
Don’t expect they will like your proposal/pitch right away
Give me your compound and I can cure “male pattern baldness”

19. Faculty Preparedness: Basic things to address when making a pitch
Relevance
Your idea must have clinical relevance
Address an unmet need
Value
What is your value proposition?
Do you have unique models, capabilities, expertise novel targets, MOA?
Can you do “Phase 0” - looking at a drug effect in small patient population?
What can you do to help improve quantitative translation – statistical, biological, clinical, commercial?
Preparation
Look at the company website to get information about funding, research & clinical programs
Be ready for a in-depth scientific discussion if you are under a CDA

20. What to Expect
70-80% of the RFA’s submitted or pitches made don’t get funded by Pharma
Often times Pharma provides feedback to why it was not funded – includes options for re-submission with changes
Also the first submissions to RFA are short, hence often difficult to articulate your story
No idea is “crazy” since lot of companies are looking for innovative ideas and push new frontiers
What is most important and why would they be interested?
It is time consuming and will require multiple visits and due diligence

21. A Few Simple Tips
When TTBD contacts you with a pharma prospect, please be flexible, respond and try to participate
Maintain regular contact with your scientific counterpart within the industry
Scientists from Pharma are in general helpful and have lot of contacts, tools, and resources that can help your program
When you are in a scientific meeting – contact and engage industry scientists in a non-confidential discussion over beer/coffee
Establish long term relationships so your industry partner is your scientific champion
Remember when pharma is visiting multiple times– they are not only doing due diligence on science but checking to see if they have found the right partner

22. How to Remain in the Game
Your goal:
Reduce attrition and prolong survival of the opportunity within the review process
Pitch the opportunity when it’s READY
Focus your presentation to the appropriate team; scientific or business
Pitching to Pharma is a learning process – don’t get frustrated

23. Examples of OHSU Collaboration
Organizations
Collaboration
Intel-OHSU
Strategic Relation, Organization to Organization
Pfizer-OHSU
Resource and Expertise based
Novo Nordisk-OHSU-Monash
Bayer-OHSU
J&J - OHSU
Medtronic-KCVI/OHSU
Cepheid-KCI/OHSU

24. How We Can Help
TTBD periodically sends out Request for Proposals (RFAs) solicited by different Pharma companies
TTBD encourages you to look at websites of Pharma companies like GSK, Lilly, Merck, Pfizer etc. and look at RFA submission criteria, procedure and areas of interest
Contact TTBD if you plan to submit a proposal and need guidance
When Pharma companies are visiting OHSU and you are requested to make a presentation – Please participate
TTBD encourages you to do practice pitches with us to help make better presentations

25. Thank You
Q & A