marketing university technologies : linking university research and industry interests heidjer...

Marketing University Technologies:Linking University Research and Industry Interests

Heidjer Staecker, J.D., LLMTreMonti Consulting LLCwww.tremonticonsulting.com

Copyright © 2005 TreMonti Consulting, LLC. All rights reserved. 2

Overview

• Difference between University and Industry Research• How does this difference manifest itself• How do you engage with industry & why• Getting attention – marketing & sales• IP, Patents, NDAs, MTAs, and other nonsense• Your Friend, the OTT


University vs. Industry Research - Differences

• Perception traditionally has been that industry research is “sullied” by commercial goals

• Academic research is “pure” scientific inquiry• Not a completely inaccurate description• Although motivated by different end goals, similar processes and methodology



• Academic research is … academic– The chief responsibility of a university is to produce and

disseminate new knowledge. New knowledge is created through research. Research is based on primary and secondary sources, often together with original data collected via research "instruments” to produce new knowledge on a particular topic – University of Tampere, Department of Translational Studies

– Focus on basic science - causes, effects, and the nature of things – Goal is to publish and share knowledge for others to

build on– Peer review is very important– Personal goals may include academic advancement,

peer acceptance, and sponsored funding



• Industry research is focused on commercial opportunities– Basic research is the starting point– Focus on applied science – answer and solutions to

specific problems– Scientific inquiry is focused on solving a commercial

problem– Goal is to solve problem in a commercially viable

fashion before other companies– Greater secrecy– Corporate goals instead of personal goals– Government review instead of peer review


Industry Process - Example

Source: Steven Van Noy – Alcon Research, Ltd.


University vs. Industry Research – Commonalities

• Applied research relies on basic research as a starting point– Most applied and translational research requires a starting point based on basic research

– Build on mutual expertise• Same rigorous process– No scientific shortcuts


Potential Opportunities

• If Industry and Academia are so different, why bother?– Basic research may be linked to commercial opportunities

– Commercial success can lead to addition research– Expertise may be needed by industry: more basic research is being outsourced

– Industry can bring resources to the table that may be unavailable otherwise• Funding• Proprietary materials• Other expertise


How does one engage with Industry?

• What does the researcher bring to the table– Understand the research, the lab, and your institution’s

expertise– Is there specialized equipment?– What is the current direction of the research?– What is industry’s?– How could industry use the researcher’s expertise and

facilities?– How does it potentially relate to an industry need?– What would be the next steps? How much would it

cost?– Steps beyond that?


Why am I talking about Research?

Source: Steven Van Noy – Alcon Research, Ltd.


Packaging The Technology – The Summary

• Have to develop a brief summary of the technology, that includes the following:– Description– Explanation of relevancy– Stage of development– Stage of protection

• Incude a brief bio of the inventors, a description of the lab, and description of the research

• A picture is worth a thousand words


Packaging The Technology – The Summary


Packaging The Technology – Additional information

• Potential partners will want to see additional, non-confidential information:– Publications– Abstracts– Presentations– Video– Data

• When marketing, this information is needed to fill

in the gaps in the marketing summary• Also keep in mind additional applications


Types of Marketing: Passive, Semipassive, Active

• Passive – Putting out a technology/discovery/ offer and wait for people to find it– i.e., Websites & publication

• Semi-passive (or semi-active) – Putting out a technology/discovery/offer to a specific group of people– i.e., Social Media, conference presentations, etc.

• Active – Active engagement of targeted, potential partners– Phone calls, introductions, etc.


Resources: How does one find companies & contacts?

• Research contacts• Peer publications• Knowledge of the field• Social media (i.e., Linked In)• Proprietary Databases (i.e., OneSource, Salesforce, etc.)

• Office of Patents & Licensing• Internet Research


Pick up the Phone … and dial

• Personal interaction is most important way to establish first contact

• Phone call is easiest way to do it• Meeting at a conference• Contact through a relation• E-mail and mail is too easily ignored, lost, or forgotten


Someone wants to talk

• Non-confidential information first• After NDA, confidential information and discussions

• Inventor availability and involvement very important

• Remember research requirements• Be realistic about development


Let’s talk about Cash

• How much money does the researcher need to accomplish their (and the company’s) research goal?

• Defined actions• Have they taken into account the university’s overhead?

• Do not fudge the costs!


No one is interested

• Does not mean that it is bad science– Market timing may be wrong– Market may be too small– Path to market may be difficult

• Focus on research opportunities around technology

• Think about alternative applications


IP, NDAs, MTAs, and other mumbo jumbo

• Interaction with industry (and others) is based around a series of legal constructs (concepts), whose goal is to protect the owners (inventors, university, and industry)– IP – intellectual property – patents, copyrights,

trademarks, trade secrets, know how– NDA/CDA – Non-disclosure agreement – keeps secrets– MTA – Material Transfer Agreement – Keeps track of

materials coming in and out of labs– Sponsored Research Agreement – Contract that outlines a specific

line of research that is paid for by one of the parties– Option – Keeps a piece of intellectual property off the open

market for a period of time– License – A contractual transfer of rights between parties

• Some or all of these may come into play


Your Friend, The TTO

• The Technology Transfer Office is there to assist in navigating this process– Allows you to focus on the science– OTT focuses on legal and business issues– Makes investment in your technology– Not focused just on $$$

• University’s position is not to hinder sponsored research or commercialization– Protect rights – inventor’s, university’s, and industry’s– Find the appropriate path for technology

• Importance is in communication


Q&A

marketing university technologies : linking university research and industry interests heidjer...

Documents

llm tremonti consulting

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