ip marketing - european commission · ip marketing frédéric caillaud m.d.,ph.d executive director...
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IP Marketing
Frédéric Caillaud M.D.,Ph.D
Executive Director of Innovation, Marketing and Communication Former Director of Licensing & Business Development at L’Oréal
Trieste, Sept. 29, 2016
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Diagnostic Phase
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Prior to any step
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Diagnostic phase : Assessing transferability readyness
• Original,
• Differentiated
• Supported by solid evidence
• Targeting an unmet market or an active market.
• Patented with freedom to operate • At least a patent demand (still able to be extended) explicitely covering the invention in
the domain
• A granted patent covering the main markets still alive for 5 years (or more depending on the field)
• Marketed by a team able to identify potential « buyers » and to negotiate a relevant agreement
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IP Due Diligence
• Inventory • List of patents • Ownership / Employment agreements / inventors list • Discovery files (Labs book)
• Worldwide Patent status by territory • Pending / Issued • Live / abandonned • Maintenance fees • Pending IP disputes
Must be reasonnable and in line with the aim of the licensing project and
market potential
• Patentability • Innovative aspects (Bibliography /A&X) • Scope and Strength coverage of IP Portfolio MUST COVER THE INVENTION ! • Whether IP covers any of your competitors products
• Freedom to operate • Carefully checking prior art for product(s) of interest (Not in IT/electronics)
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Patent rating by quality
Market
Legal Technical
impact
IP rating methods : -Financial analysis (NPV, similar deals, costs…) - Scoring by experts (long and expensive). -Objective scoring Better structured huge IP public databases (18m) allowing the calculation of predictive parameters (OECD)
Highly difficult and complex during the past 10 years
copyright F.Caillaud
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Best patent for monetisation
• Breakthrouh innovation according to scientists
• New application targeting a mature known market
• Critical patent(s) with respect to Freedom to operate
• Invention highly cited by third parties (Generality)
• Invention citing various fields as prior art (Originality)
• Invention inducing process/manufacturing cost reduction
• Complementary patent (thicket)
• Mines field is better than a single family.
Predictive indicators
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Preparation of the licensing files : check list
• Field (s) • Possible application (s) • Differentiation
• Existing products • Under development
• IP • Scope and Strength • Worldwide status • Freedom to operate
• Development stage • Efficacy / Safety • What is lacking ? • Steps to be achieved prior to launch (means and budget) • Type of collaboration (licensing, sale, partnership) • Exclusivity • Restriction (geographical / application) • Financial aspects • How much it is worth ? • Contact
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Marketing of the invention (I)
Non confidential teaser
• Widely released
• English
• 2 pages (5 minutes)
• Basic language, understandable by any « naïve » party
• No oversale / No price
• Reassure the future partner by showing your professionalism
• No confidential information
• One for each application
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Marketing of the invention (II)
Confidential dossier
• Demonstrating the interest of your invention by providing proof of
evidence reports
• Solid data, no cheat.
• Must confirm the claims listed in the non confidential teaser
• Content :
• More detailed
• No « holes »
• Demonstrative data
• Anticipating the questions
• No know how
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Marketing of the invention (III)
• Spreading the information (teaser): • Worldwide
• Velocity is critical (pending patents)
• Internet (quick, easy, low cost)
• Updating your information about the market and about the most relevant targets
The entire world must RAPIDLY be aware of the availability of your invention for Licensing
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Evaluation of the Teaser by potential licensee
• Playing at MonteCarlo
• Overloaded by proposals
• Not enough time to seriously evaluate them
• Difficult when early stage (no POC)
• NIH vs Proudly Found Elsewhere
• Careful reading of their letter
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Tech Transfer Management Key factors of success
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Tech transfer General recommandations
• Do not initiate any Tech Transfer without the support of a licensing professional
Chess games vs Tech transfer
• Success means PREPARATION (90% home work) and TEAM work
• Main pitfalls can be properly managed by a well prepared team, organization and supportive decision maker
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Preparing yourself and your organisation
• Build a team
• Coordinator : trained project manager • Licensing manager : negotiation • Advisers/team members (Technical, Legal, IP, Finance, Tax, local adviser) Decision maker
• Well defined mandate • Not participating to the negotiation • Positive and constructive
• Budget (experts, IP costs, trips, consultants) • Be aware about the process duration (6 to 12 months)
Minimum
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FcaillaudMarch08 16
Selecting the project leader
• Inventor (pros & cons)
• Professional skills Understand science, IP, Business & Legal aspects
Has an extensive internal network
Cross cultural awareness
Talent when dealing with people
• Partnership spirit Capture the underlying motivation of the 2 parties
Treat partners as equals.
Great ability to benchmark
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FcaillaudMarch08 17
Open to other person’s point of view(s)
Flexible, creative, able to anticipate
pragmatic
Repair the relationship when needed
Possible « Funeral Director »
Will manage a task force to prepare and implement the partnership
Must be trained
Must closely work with Licensing manager
Selecting the project leader
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Main pitfalls and tricks to speed-up the tech transfer process
Preparation is Key.
Well defined expectations Type of partner, of deal,
Cash, royalties,
…..
Any shorcut or unprepared options usually leads to failure
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Identification of potential buyers/licensees
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Identification of potential buyers/Licensees
• Anticipate the potential applications
• Taking into account patent coverage and other restrictive issues
• Solid files… not dream or weak files to support the invention
• Broad vs narrow targetting ?
• A valuable invention is new AND « positively » differentiated
• Two methods to be combined : • Traditional one
• Patent analysis by new tools
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Classical identification of potential buyers
• 1. Publicly available information of publicly-traded companies.
• 2. Online and subscription database services for the relevant market or products.
• 3. Trade publications.
• 4. Trade and technology exhibitions, fairs and shows.
• 5. Technology licensing offices of research-based universities and
• publicly-funded research and development institutions.
• 6. Relevant government ministries, departments and agencies.
• 7. Professional and business magazines, journals and publications
• concerning the relevant products and markets.
• 8. Professional and business associations.(Licensing Executive Society, AUTM…)
• 9. Technology exchanges.
• 10. Innovation centers.
• 11. Patent information services.
• 13. Brokers
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Potential byuer identification by patent mapping
• New powerful approach
• Principle : • taking advantage of the patent databases to position your invention among all the
existing ones (topographical map)
• Identification of all players developping similar concepts
• Interesting identification of potential parners not operating in the field of the invention
• Requirements : • Specific software (Thomson reuters or Questel)
• Trained users
• Specifications of the invention must be carefuly defined
(key describers)
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Analyse stratégique intégrée des innovations
• Google Earth 65 M patents
Zoom
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Innovation space navigation tool
SECTOR
FIELD
COMPANY
DEPARTMENT
RESEARCHER
Looking for the haystack not for the needle !
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Thomson Innovation IP landscape
US5734008
EP0710690A1
WO9640509A1
US5731086
Up to 3.000 000 families of patents
High density of innovations
« Blue Ocean »
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Medical device (25 ooo families)
(Thomson Innovation)
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Pacemaker
Adhesive films
Recording
Implants
Angioplasty
Machine
Chemical compositions
Imaging Endoscopy
Disease
Medical device (25 000 families)
(Thomson Innovation)
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Medtronic Toshiba Philips
Pacemaker
Adhesive films
Recording
Implants
Angioplasty
Machine
Chemicals
Imaging Endoscopy
Disease
Medical device (25 ooo families)
(Thomson Innovation)
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A
B
C
D
E
CARTE D’ETAT-MAJOR ORDNANCE MAP
(20000 familles)
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A B
Cross mapping
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Citation tree
Anti-oxydant Cosmetic
compositions
Medical
applications
4th génération :
Thomson Innovation
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Patlib, Sofia,2009
Citations tree
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Patlib, Sofia,2009
X or Y citation in EP search report
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Commercialization Channels
Direct
C Competitors
V venture Capital
Patent funds
Outsiders
Indirect
ICAP
IPXI
Auction
Fonds brevets
Brokers
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Selecting the most adequate type of deal : Options
Level of support 6 5 4 3 2 1
Sale CNS ULR Non Excl Cross Exclusive Litigation licence License License
Duration
CNS : Covenant Not to Sue ULR : Unit License Right
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Gap analysis
• Set-up a list of potential licensees • Contact them and manage their feed-back in parallel (not step by step) • Collect additional data (business, people, expertise, reputation…) to set up
a profile of each candidate • Describe how each candidate meets (or not) critical success factors • Risk identification (marketing strength, level of internal commitment of top
and operational management,conflict of interest, relative importance of the licence, cultural gap, partner profile, quality of management and relationship
• Discuss each candidate with project team • Get an independent view • Rank them
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Selection of the best potential partner
• Highly motivated
• Cultural fit • Quality of the plan of action
• Duration, means
• Financial and non financial offered compensation
• Market Strength
• Improvements
• No similar internal product or R&D program
• Quality of the first contact
• CDA « fight »
• Reputation and profile of the partner
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Selection process Summary
• Partner must bring : • value,
• strength,
• Suitable motivated resources
• cultural compatibility
• Trust and information flow are of paramount importance
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Managing a successfulrelationship with potential buyer/ licensee
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Preparing the negotiation with potential partner
• Home work must be achieved • Anticipate their questions. • Define your expectations for each topic. Always prepare an alternative option. • List of « arguments » to better enforce your proposal • Definition and ranking of your needs and alternative options • Deal breakers • Get the mandate from your top management • A fair value of the technology must be defined but only disclosed when you have a
reasonable understanding of the market potential . • Be sure that they come with the right to negotiate. • Define the role of each member or your team • Send them an agenda and ask for the list of attendees (incl. Titles)
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Lille 20 septembre 2007 42
Having dinner the day before
• To make contact
• To lower pressure on your shoulders
• To have « private » conversations
• Carefully monitor your scientists
• Reasssure the other party
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Negotiation tricks
• Only one leader during the negotiation process.
Team ready to support
• « Message » to reassure the other party about your intentions.
• Start by discussing technical issues (always easier)
• Anticipate conflict by providing your solutions
• Take the initiative to send the first draft of contract
• Reciprocal respect always comes from a challenging but constructive confrontation
• Do not leave with unanswered questions
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Lille 20 septembre 2007 44
Negotiation tricks
• Play with the win / win motto (smile / cool)
• Define the room to negotiate that you have asap
• Regularly repeat your understanding of the discussions and conclusions
• Only feasible compromise(s)
• Written summary (paper board)
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Take home summary
• Professionalism is critical (chess game)
• Preparation (home team work) is Key (90%)
• IP strength is always a must
• Partner must be in line with your expectations
• Reciprocal respect
• Do not leave any unanswered question
• Improvements
• Licensees must be regularly checked.