The most successful companies are those with flexible R&D allocation, according to BCG's Michael Ringel in an article published in Nature Reviews Drug Discovery. These companies actively pursue and invest in the right new scientific opportunities, balance quantitative and qualitative information on scientific feasibility and market need, employ incentives that drive "truth seeking," and introduce variability into the cost base to enable flexibility in year-to-year investment levels.
External Innovation Basics from an R&D Expert
Integrating specific physician behavior information with ongoing physician outreach efforts can lead to a major leap in marketing effectiveness. Nowadays companies can use big data analytics to design their integrated multichannel campaign.