Technology market transfer plan launch of DELIVES to E.U. Market©

Dissertação apresentada na Faculdade de Ciências e Tecnologia da Universidade Nova de Lisboa para obtenção do grau de Mestre em Biotecnologia

The pharmaceutical industry faces one of the biggest waves of patent expirations. The magnitude of the potential loss of sales is such that Datamonitor, predicts that between 2011 and 2012 the revenue from the drug will decrease for the first time in four decades. Alternatively, the technologies for Drug Delivery (DD), which consist of the science of delivering an active ingredient in place of the body where this is necessary, in the right quantities at the right time in the most effective and convenient, are boosting the growth of pharmaceutical companies, increasing its revenue by extending the product life cycle and through new formulations and combinations. According to this perception, this marketing plan was developed for a future company, LIFE DELIVERY, which holds the patent of a new biomaterial, and intends to launch a new product - Deliver | Improving life quality - for the market. DELIVES is a New Targeted Drug Delivery (TDD), which consists of a DD directed to release the drug locally in the area of interest, extremely versatile and can be precisely adjusted to achieve the specific objectives of each client, providing a controlled release of drugs and elaborated through a process environmentally friendly. Using three types of segmentation (geographic, industry type and application) and applying different evaluation criteria to selected segments, the final conclusions point to the following target customers: large pharmaceutical companies, the European Union, acting in the markets of the following therapeutic areas: inflammation and Musculosketal, metabolic disorders and cardiovascular diseases, the latter being the ideal customers for market entry strategy. According to the perceived value, of target customers - translated in cost-saving -, LIFE DELIEVERY will adopt a position based on three main pillars: quality, innovation and organizational image. The business model adopted aims to license the technology, using different communication strategies, and € 322.078.48, is the cost to implement this marketing plan in the first year of life of the company.