Competitive Intelligence, Discovery and the Pharma Industry
Jinfo Blog

By Mary Ellen Bercik

Abstract

Mary Ellen Bercik highlights key articles from the recently launched FreePint Topic Series: Next-Generation Competitive Intelligence. Recent articles have focused on use of competitive intelligence techniques in the pharma and life sciences industry as well as future trends in CI and how the discipline is evolving to become increasingly strategic.

Item

The FreePint Topic Series: Next-Generation Competitive Intelligence continues with a focus on insights into the specific use of Competitive Intelligence (CI) in the pharmaceutical and life sciences field.

CI: Sophisticated and Strategic

Marc Limacher's article, The Case for Systematic Primary Intelligence Tracking with Tangible ROI, provides many great examples of ways competitive intelligence can be used in the life sciences and pharmaceutical industry.

We tend to think of CI activities and functions existing in large companies, but Marc’s point that companies of all sizes need and use CI, provides good insight into the current state of the CI discipline. The fact that biotech and medical device start-ups now invest in CI tracking at the early stages of clinical development demonstrates how sophisticated and strategic the discipline has become.

I appreciate that Marc discussed the issue of ethics and legality in his piece because it is critical for practitioners to understand what is ethical and what is not. If you are interested in learning more about this topic, you can also check the SCIP Code of Ethics.

High Quality, Timely Information is Essential

Yulia Aspinall's article Pharma Perspective on CI Trends provides a different perspective on the same topic. She emphasises that whilst timeliness and quality of information is essential, clarity over company and customer current and future needs is a third "must have" attribute.

Examining the current trends affecting the biopharma industry, she also recommends using a "traffic light system" to help triage developments and information. Finally she covers useful next steps ranging from processes for Human Intelligence to Published Information and Intelligence.

Discovery in Pharma Companies

Robin Neidorf's upcoming article Making Information Visible in Pharmaceutical Companies looks at how organisations in the sector handle the tricky challenge of intranet optimisation and information discovery. FreePint's research and discussions with pharmaceutical companies looked at areas such as:

• What do we mean by information discovery?
• Methods of discovery
• Satisfaction with current approach.

A second article will go into the detail of the findings, looking at areas including technologies, social tools and degrees of satisfaction with current approaches to discovery.

What's Upcoming?

Still to be published in the FreePint Topic Series: Next-Generation Competitive Intelligence are a fascinating article from Madhu Subramanian on Finding Creative Sources for Competitive Intelligence, plus product reviews of Comintelli Knowledge XChanger (software for knowledge management and competitive intelligence), Cortellis (an intelligence platform for life science professionals), and StrategyEye Digital Media (a subscription intelligence service for major media companies as well as investors and advisory firms).

Editor's Note

This article is part of the FreePint Topic Series: Next-Generation Competitive Intelligence running from May-June 2014. Register your interest now, and you'll also get a free copy of the FreePint Report: Buyer's Guide on Competitive Intelligence when it's published in June.

« Blog