• Scope and Methodology
• Keys to Success
• Case Summaries

Chapter Two: Introduction

• Background
• Crucial Keys to Successful New Product Commercialization
• Point of View

Chapter Three: Strength Point One: Strategic Marketing Planning

• Clinical Trial and Information Management
• Distribution Strategies
• Getting All the Ducks in a Row
• Conclusion

Chapter Four: Strength Point Two: Managing Intellectual Property

• Some IP and Patent Basics
• Market exclusivity may be a myth
• There are barriers to patent protection of biotech products
• A gene patent is not always good for public relations
• To Partner or Not To Partner?
• Conclusion

Chapter Five: Strength Point Three: Managing the Regulatory Process

• Overview of Regulatory Trends
• United States
• The Europe Union
• Japan

Chapter Six: Strength Point Four: Assuring Product Reimbursement

• Issues and Strategies
• Conclusion

Chapter Seven: Strength Point Five: Managing the Product Life Cycle

• Public Relations—Tell Your Story
• Scale-Up Issues
• Building a Supportive Organizational Structure

Chapter Eight: Strength Point Six: Managing Market Forces

• Investors
• Consumer Power
• Scientific/Medical Community
• Payors
• Conclusion

Chapter Nine: Case Studies

• Case I: Given Imaging Early Adopter Theory and Reimbursement Success—Mostly Right
• Product Development
• Product Extension
• Reimbursement
• Launch Strategy and Early Adopter Theory
• Conclusion
• Case II: Digene Corp. Focused on HPV—Maybe a Little Too Focused
• A Chronology of Growth and Milestone Achievements
• Following All the Early Adopter and Product Life Cycle Rules
• Putting Distribution Networks in Place
• Perhaps a Bit Too Late
• Breaking into the Pap Test Business Through Connections
• Failing to Develop Its Investment in a Pipeline Aside from HPV
• Conclusion
• Case III: Human Genome Sciences, Inc. Spin Doctor or Savvy Product Spinner—The Market Is Getting Impatient
• The TIGR Deal
• The Human Gene Therapeutic Consortium
• Shrewd Investments for Quick Market Entry
• The slide begins, investor confidence wanes
• Conclusion