Disruptive Innovation: A look at Clinical Open Innovation

23 April 2013 Thomas Krohn, RPh, MBA Eli Lilly and Company

Agenda
Disruptive Innovation OCIN Model and application How to engage

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Case for Disruptive Innovation

Productivity Down, Costs Up

Future revenues under pressure

Unsustainable Business Model

Source: FDA.gov 4/23/13 Eli Lilly and Company 3

Clinical Research Improvement

Good, but not sufficient

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Drug Development

Innovation
Precompetitive
patent

Process
Competitive
$200 $100 $$300

Typical Cost/NME/Phase 4/23/13 Eli Lilly and Company 5

Millions US$

Incremental Improvement

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Disruptive Innovation
to S1'

Performance

to S2 S1
Disruptive Change

Time

Simpler, Faster, Cheaper? Who is being disrupted?

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Why Clinical Open Innovation?

Trial Planning & Design Example
Todays Closed Fortress Model: Internal product teams Advisors Third party organizations Competitive = Secret No patients involved Reality Distant from practice Small number Slow and expensive Nave Enrollment challenges

Time to explore other models

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Open Clinical Intelligence Network

Worldbank

Motivation
Commons Licensing
Crowd
2. Consume 3. Curate

Uncurated Data

Clinical Knowledge Generation

Curated Data

1. Collect

4. Connect

Public Data

Technology
ROAR

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Open Clinical Intelligence Network

Commons Licensing
Learn & Follow Compare Visualizations Match Export API

Crowd
2. Consume 3. Curate

Tag Annotate Correct Cross Link Engage

Uncurated Data

Clinical Knowledge Generation

Curated Data

Trial Site Publication Drug Disease Regulatory

1. Collect

4. Connect

Public Data

Social Share Collaborate External Data Gamification

Knowledge Generating System

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Krohn & Crist Whitepaper 11

ClinicalTrials.Gov and Patients

2

95,000,000
Pageviews/Month1

45,600,000
Patient driven pageviews/Month

What if.?
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Sources: 1) clinicaltrials.gov site 2) D. Zarin 2007 Overview 12

OCIN: Learn, Follow, Match

Follow us at www.lillycoi.com for updates on tool availability 4/23/13 Eli Lilly and Company 13

Patient-Centric Study Information

Patient s

EMR Data
http://healthdesignchallenge.com/

Ct.Gov Study Representation

What are the risks and benefits of my participation? How will my doctor play into the study? How long is the study and when will I get results? How do logistics and reimbursement for my costs happen?
Informed Consent Document

230 Designs

Patient-Centric Study Representation Challenge

Summer 2013
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Study Design Feedback

Approach Leverage existing capabilities Leverage ALL Lilly talent Systematically open up SDF Investigators then Patients
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Keys to success Senior sponsorship Embed in process Make it easy Community management
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Q&A Forum

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Q&A Forum for site coordinators

Key Learnings Good interest, but Standard channels Too late for impact

Possible Futures Embed early in study Patient role in forum

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How to engage in COI

Understand the fundamentals of your business model
Value creation Real customer Value levers Ask What if

Engage senior leaders and support functions Be experimental and manage a portfolio of risk/benefit Leverage the work of others Lilly COI Get started!

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COI References
Website: www.lillycoi.com Whitepaper: link Public developer API: api.lillycoi.com Twitter: @Lilly_COI

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Thanks

Thomas Krohn krohnta@lilly.com Eli Lilly and Company www.lillycoi.com 4/23/13 Eli Lilly and Company 20