Recently the University of Arizona licensed one of its latest technologies, a formulation for a new sunscreen, to a local company. The value of this new technology is the ingredients are combined in such a way that it keeps it from seeping into the skin. And that presented a great licensing opportunity for a small company who spotted the IP.
What happens when your licensing partner doesn’t meet their development milestones? You end the agreement. That’s just what happened with two very large pharmaceutical companies. These two global companies signed a licensing agreement worth over $300 million that included the development, marketing and sales of an antibody treatment. But the […]
If licensing isn’t part of your marketing strategy, you could be missing some big income opportunities. Licensing is often thought of as a separate strategy – either we use licensing to generate revenues or sell our products directly. But that’s the wrong way to think about licensing. On the contrary, […]
Successful marketing of medical devices takes more than just a great product. It takes communicating that product’s potential in a compelling way. Use the right marketing strategy, and you’ll set yourself apart from the competition. Use the wrong one, and you wind up creating a marketing nightmare.
New therapeutic drug treatments are rapidly entering the market. They’re designed to treat all sorts of diseases from headaches to diabetes. It’s a multi-billion dollar industry that’s highly competitive. The challenge is how do you stand out not only from the competition but also to the consumer.