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Disruptive Innovation:

A look at Clinical OpenInnovation

23 April 2013

Thomas Krohn, RPh, MBA

Eli Lilly and Company

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Agenda

Disruptive Innovation

OCIN Model and application

How to engage

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Case for Disruptive Innovation

Source: FDA.gov

Productivity Down, Costs Up Future revenues under pressure

Unsustainable Business Model

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Clinical Research Improvement

Good, but not sufficient

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Drug Development

$-

$100

$200

$300

MillionsUS$

Typical Cost/NME/Phase

Precompetitive Competitivepatent

Innovation Process

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Incremental Improvement

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Disruptive Innovation

to S1'

to S2

S1

Time

Perform

ance

Disruptive

Change

Simpler, Faster, Cheaper?

Who is being disrupted?

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Why Clinical Open Innovation?

Trial Planning & Design Example

Reality

Distant from practice

Small number Slow and expensive

Nave

Enrollment challenges

Todays Closed Fortress Model:

Internal product teams

Advisors Third party organizations

Competitive = Secret

No patients involved

Time to explore other models

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Open Clinical Intelligence Network

Commons Licensing

3. Curate

4. Connect1. Collect

ClinicalKnowledgeGeneration

2. Consume

Uncurated

Data

Curated

Data

Crowd

Public Data

Motivation

Technology

Worldbank

ROAR

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Open Clinical Intelligence Network

Knowledge Generating SystemKrohn & Crist Whitepaper

Trial

Site

PublicationDrug

Disease

Regulatory

Learn & Follow

Compare

Visualizations

Match

Export

API

Tag

Annotate

Correct

Cross Link

Engage

Social Share

CollaborateExternal Data

Gamification

Commons Licensing

3. Curate

4. Connect1. Collect

ClinicalKnowledgeGeneration

2. Consume

Uncurated

Data

Curated

Data

Crowd

Public Data

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ClinicalTrials.Gov and Patients

95,000,000Pageviews/Month1

Sources:

1) clinicaltrials.gov site

2) D. Zarin 2007 Overview

45,600,000Patient driven pageviews/Month

2

What if.?

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http://clinicaltrials.gov/ct2/about-site/for-mediahttp://www.nlm.nih.gov/pubs/techbull/mj10/ppt/nlm_update/zarin_nlm_update_mla_2010.pptxhttp://www.nlm.nih.gov/pubs/techbull/mj10/ppt/nlm_update/zarin_nlm_update_mla_2010.pptxhttp://www.nlm.nih.gov/pubs/techbull/mj10/ppt/nlm_update/zarin_nlm_update_mla_2010.pptxhttp://www.nlm.nih.gov/pubs/techbull/mj10/ppt/nlm_update/zarin_nlm_update_mla_2010.pptxhttp://www.nlm.nih.gov/pubs/techbull/mj10/ppt/nlm_update/zarin_nlm_update_mla_2010.pptxhttp://clinicaltrials.gov/ct2/about-site/for-media

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OCIN: Learn, Follow, Match

Follow us at www.lillycoi.com for updates on tool availability

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http://www.lillycoi.com/http://www.lillycoi.com/

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Patient-Centric Study Information

Informed Consent

Document

Ct.Gov Study Representation

Patient

sEMR Data

Patient-Centric Study Representation ChallengeSummer 2013

What are the risks and benefits of my

participation?

How will my doctor play into the study?

How long is the study and when will I

get results? How do logistics and reimbursement for

my costs happen?

http://healthdesignchallenge.com/

230 Designs

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Study Design Feedback

Keys to success Senior sponsorship

Embed in process

Make it easy

Community management

Approach Leverage existing capabilities

Leverage ALL Lilly talent

Systematically open up SDF

Investigators then Patients

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Q&A Forum

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Q&A Forum for site coordinators

Key Learnings

Good interest, but

Standard channels Too late for impact

Possible Futures

Embed early in study

Patient role in forum

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How to engage in COI

Understand the fundamentals ofyourbusiness model

Value creation

Real customer

Value levers

Ask What if

Engage senior leaders and support functions

Be experimental and manage a portfolio of risk/benefit

Leverage the work of others Lilly COI Get started!

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COI References

Website: www.lillycoi.com

Whitepaper: link

Public developer API: api.lillycoi.com

Twitter: @Lilly_COI

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http://www.lillycoi.com/https://s3.amazonaws.com/lillycoi/Clinical_Open_Innovation_White_Paper.pdfhttp://api.lillycoi.com/https://twitter.com/Lilly_COIhttps://twitter.com/Lilly_COIhttps://twitter.com/Lilly_COIhttp://api.lillycoi.com/https://s3.amazonaws.com/lillycoi/Clinical_Open_Innovation_White_Paper.pdfhttp://www.lillycoi.com/

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Thanks

Thomas Krohn

krohnta@lilly.com

Eli Lilly and Company

www.lillycoi.com

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