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Research Commercialisation Case Studies
Oxford, September 2014 1
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Get your ticket to innovation.
Case studies in researchcommercialisation
Dr. Eugene SweeneyOxford
11th/12th September 2014
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Case Studies
1. Creating market acceptance
2. Further development to unlockfinance
3. Multiple Exclusive licensing byfield of use
4. Build a better offer and unlockthe market (by collaborating)
5. Build a better offer and extendearning life (by creating aportfolio)
Research Commercialisation Case Studies
Oxford, September 2014 2
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STOP
Creating market confidenceand acceptance
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• Perception in Europe that Bamboo was not strong enough
• Theoretical and Practical Proof needed
Market Acceptance?
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Oxford, September 2014 3
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Standards made the difference!
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640km, 21,000m of climbing & descent
Research Commercialisation Case Studies
Oxford, September 2014 4
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Product licensed and launched!
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STOP
Further development tounlock finance
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Oxford, September 2014 5
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Daily Disposable Contact Lenses
• Two individuals developed technology, IP assigned to BTG
• Early exploitation efforts failed since the scale-up from lab tofactory was unproven
• Money invested in building a pilot plant
• On success of pilot plant inventors were able to raise money tocreate a start-up (Award plc).
• IP licensed to the start-up for UK only.
• Award succeeded in making lenses and distributed them througha major UK outlet.
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Oxford, September 2014 6
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Meanwhile…..• Further licensees were sought in other
territories.• Bausch & Lomb took a licence for the US
market.• They liked it so much they bought AWARD
(inventors happy!)• BTG granted an exclusive worldwide
licence to B&L.• Everyone was happy!
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Contact Lenses - Lessons• Licensing failed – scale-up from lab to factory unproven
• Finance for start-up not possible – too risky/early stage
• Investment needed to build a pilot plant
• Pilot plant “proved” the technology and led to commercialisation
• Licensing by geographic area quickly established the marketwithout overstretching the SME
Research Commercialisation Case Studies
Oxford, September 2014 7
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Multiple Exclusive licensingby field of use
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Research Commercialisation Case Studies
Oxford, September 2014 8
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Factor IX• For treatment of Haemophilia B
• A genetic disorder cause by deficiency or defect in Factor IX gene– an essential blood clotting protein
• Provides for treatment from safe, non-plasma-derivedblood clotting agent
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Factor IX• Gene sequenced by UK/US groups separately
• Patents filed on UK invention (Oxford University)
• US Group (Washington Research Foundation) filed US patent
• Collaborate NOT compete
• BTG licensed by US group with sub-licensing rights
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Oxford, September 2014 9
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Factor IX• Strategy to grant worldwide exclusive field licences
• Licensed for: Recombinant production – Genetics Institute Transgenic production in Sheep – PPL therapeutics Gene therapy – Genetic Therapy Inc, Transkaryotic Therapies
Inc
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BeneFIX®
• GI launched BeneFIX® in USA in February 1997
• GI launched in Europe in January 1999 through Baxter Healthcaredistribution
• Other licensees failed
LESSON: Field of use licensing spreads the risks
Research Commercialisation Case Studies
Oxford, September 2014 10
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Build a better offer andunlock the market bycollaborating
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Cholesterol Assay
• Pre-1970 smelly anddangerous to assay bloodcholesterol
• 1971 UK researchersdeveloped colorimetric assaysystems
• Boehringer Mannheim filedpatents at same time
• Market confused!!
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Oxford, September 2014 11
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Cholesterol Assay
• BTG & Boehringer - collaborate not compete Cross-licensing, market sharing and revenue sharing
• Market now knew who to approach - no longer confused!
• 80+ licences signed
LESSON: Build a better offer and unlock the market bycollaborating
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Build a better offer andextend life by creating aportfolio
Research Commercialisation Case Studies
Oxford, September 2014 12
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Magnetic Resonance Imaging• Nuclear magnetic resonance discovered in 1946 by Bloch &
Purcell. Used for spectroscopic analysis
• The world's first MRI image was produced in the USA by ProfessorPaul Lauterbur in 1973
• Basic techniques for medical imaging were developed atAberdeen, Nottingham and Oxford Universities
• During 1974-80 a number of key inventions from the UKuniversity groups, and others, were patented
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Magnetic Resonance Imaging• The strategic importance of pooling the various inventions into
a portfolio was recognised to maximise the returns and extendearning life.
• Complementary inventions from other sources continued to beadded to the portfolio
• Role of Oxford Instruments in developing wide bore, high fieldmagnets was critical to enable practical machines to be built.
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Magnetic Resonance Imaging• Commercially manufactured MRI equipment became available in
1983 and MRI was in clinical use by 1985
• Between 1986-98, over 95% of the world’s MRI industry waslicensed by BTG Company start-up was inappropriate due to large investments
required
• Portfolio continued to grow as new IP was added, and so extendedthe earning “life”. Original patents filed in 1974 expired in 1994
LESSON: Patent portfolio created value AND extendedearning life.
Research Commercialisation Case Studies
Oxford, September 2014 14
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Final Summary
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Summary
People do not buy technology…
They buy goods and services that satisfy their needs andwants
It is about People not Technology
Research Commercialisation Case Studies
Oxford, September 2014 15
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Credits© istockphoto.com/maridav (slide 1)© istockphoto.com/Bliznetsov (slide 2)© istockphoto.com/bambuh (slide 9)© Bausch and Lomb (slide 11)© Roslin Institute, (slide 14)© istockphoto.com/lucato (slide 23)© istockphoto.com/jgroup (slide 23)© istockphoto.com/alexraths (slide 20)© Iambic Innovation Ltd (slide 2)© Oxford Brookes Universiy (slide 4,5,6,7)
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© European Union (2011-2014)
Presentation produced by Dr. Eugene Sweeney, Iambic Innovation Ltd. June 2014