Please login to the form below

Commercial innovation in biotech organisations

Blue Latitude Health speaks to Salma Jutt Vice President of US Marketing and Head of Commercial Innovation at a biotech specialising in treating weight loss and obesity.

Image: Salma Jutt, Vice President of US Marketing and Head of Commercial Innovation


How do you define a biotech company?

SJ: The definition of a biotech company is becoming broader as the overall life sciences industry evolves and organisations expand and contract. For many individual biotech companies, the construct can change over time – they may start out as a biotech but morph into something resembling a pharma company. This happens because of a need to expand research and development via in-licensing or through mergers and acquisitions. It can also depend on company size and stage from development to commercialisation. 


What skills do you look for when hiring new employees?

SJ: There is a lot of ambiguity and risk when developing and commercialising biotech products. That presence of volatility, uncertainty, complexity and ambiguity (VUCA) requires a certain type of individual who can thrive in a fluid environment, is able to rapidly make decisions, and is comfortable acting without all the information. Individuals need to be able to cope with this environment themselves and have the ability to establish strong leadership for others around them."Patient-centricity is no longer just about patients educating themselves” 


What’s the ideal company culture for fostering innovation?

SJ: The company culture should foster and reward innovative behaviour. It cannot be punitive; people have to be allowed to take business risks and make mistakes. You can’t hire a team of people who want to make things happen, think innovatively and take perceived risks, and then fail to foster a rewarding and innovative environment. Many times, teams have to make decisions and take action without perfect information and data. Using your own experience and gathering input from colleagues is also important.

How is the role of the patient changing?

SJ: Patient-centricity is no longer just about patients educating themselves. It’s about patients living longer and demanding a healthier life and a higher quality of life, for a longer period of time. When a patient wants to access information, they grab their smart phone and look for instant gratification. Now the jump from awareness and consideration to conversion is much tighter, contracting the purchase time frame. We are all patients and consumers and we can grab our phones, make a purchase in minutes and have it delivered to our doorstep.



Download the full article from Blue Latitude Health

3rd April 2018

Share

Tags

Company Details

Blue Latitude Health

+44 203 328 1840

Contact Website

Address:
Blue Latitude Health (UK)
140 Aldersgate Street
London
EC1A 4HY
United Kingdom

Latest content on this profile

Report: Customer experience, shaping digital healthcare
In this issue of ‘Perspective’ we speak with industry experts to learn about the world of digital healthcare, and how pharma is beginning to utilise these modern technologies to enhance treatment and improve patient and stakeholder outcomes.
Blue Latitude Health
The changing face of pharma in the precision era
Blue Latitude Health speaks to Nancy Brandt, a Senior Leader in Global Medical Information at a top 20 biopharma organisation. Here, she reveals what pharmaceutical companies need to do to prepare to bring precision medicines to market and how she is ensuring the patient is consulted every step of the way.
Blue Latitude Health
Creative problem solving, solved
Customer Experience Consultant Eimear Power explains how pharma teams can unlock their creativity and foster truly innovative ideas.
Blue Latitude Health
Three strategies for managing loss of exclusivity successfully
Claire Taylor, Senior Associate Consultant at Blue Latitude Health explains why you should be strategically planning your LOE strategy years in advance.
Blue Latitude Health
Empowered patients: shaking the foundations of healthcare
Precision medicine represents a new paradigm in healthcare.This new approach to treating and preventing disease views the patient holistically, analysing their genes, environment and lifestyle, and using this information to make a more accurate treatment decision. Here we discuss the barriers, opportunities and potential outcomes of the precision medicine era in healthcare.
Blue Latitude Health
A uniquely English genomic medicine service
The UK National Health Service is developing one standardised approach to embedding precision medicine across the whole of England. Blue Latitude Health speaks to Dr Tom Fowler, Deputy Chief Scientist and Director of Public Health at Genomics England, to find out how the NHS is achieving this goal.
Blue Latitude Health