Transcript Document

Thoughts on picking well
McGovern Center
November 8, 2013
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Build a better mousetrap and the world will
beat a path to your door - Emerson
Salesmanship is limitless. Our very living is
selling. We are all salespeople - Penney
The aim of marketing is to know and
understand the customer so well the product
or service fits him and sells itself -Drucker
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How much difference in performance is needed to
cause a change in ‘buying’ behavior?
◦ Many believe the answer is about 20%
 Porter, FDA
◦ Depends significantly on the value of the change
 Function of where technology is: incremental vs.
fundamental improvement
 20 Megapixels vs. 18
 Disease cure?
 6 more weeks of overall survival but at what cost?
◦ Calculation – avoided costs, patient QoL/longevity
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Power of status quo: [mastectomies vs. lumpectomies]
Medicine is unique in that companies develop
temporary virtual monopolies in cures for diseases
without alternatives [Herceptin, metal staples for
surgery]
◦ Inevitably competition finds way of encroaching
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Laparoscopic surgery took a decade to get to 25%
or procedures despite clear advantages
Requirement to change to use
Google+
vs. FB
Improved
pill
Robotic
surgery
Smart
phones
Lap
surgery
Personalized
medicine
Companion
diagnostics
Oral vs.
IV
Drug
cocktails
Differentiation or amount of improvement
Ivan L. Wolff
Syzygy Therapeutics
[email protected]
http://syzygytherapeutics.com/