Product Production Pipeline (P
Developed with Ellyn Daugherty, San Mateo High School
Most biotechnology companies fall into one of four categories:
Production and Sales of Pharmaceuticals
Production and Sales of Industrials
Production and Sales of
Development and Sales of
No matter what the produ
ct of a biotechnology company
, the goal is to get the product to
market as quickly as possible. Often there is a period of Research and De
velopment (R &
D) where a lot of money is invested in trying to produce a
product on a small scale. Much
testing is conducted, as the protocols for small and then large
scale production are
determined. If the product is a pharmaceutical, it must undergo
strict testing (Clinical Tests),
under the guidance of the FDA (Food and Drug Administration), before it can be marketed.
It takes anywhere from 10
15 years for a company to take a product through all these steps.
We say that the potential marketable pro
duct is in "The Product Pipeline.” The pipeline is
different at every company but follows the basic outline below:
ID a potential product
R&D with assay development and quality control
Manufacturing (small scale)
sting for safety and efficacy
(including Clinical Trials
1,2,3 for pharmaceuticals)
First, you need to become knowledgeable in all the steps of the product pipeline outline.
Complete the following steps:
1. Research exactl
y what happens in the Research and Development (R&D discovery)
clinical testing, clinical trials 1, 2 and 3, and marketing. Be specific in your
Define what happens at each stage. Make sure to include the science occurring at
Name interested parties involved in each stage.
2. While researching, copy and complete the table below on the next blank page in your
Basic Outline of the Product Pipeline
3. Go online to Genentech’s website. On the home page, click on Genentech’s
Development Pipeline. Choose one product in the pipeline at stage 1, one product in the
pipeline at stage 2 an
d one product in the pipeline at stage 3. Copy and complete the table
below on the next blank page in your notebook.
Genentech’s Product Pipeline
How does the
Like a Sales and Marketing Specialist would do, study and report on a product that has
been recently brought to market, or about to be.
1. Review the products the instructor has identified as being appropriate for this study. Select
that you think would be interesting to do extensive research on. Get a manila folder and title it
with your name, the date, and the product name. This will be an exhaustive research folder into
which all research documents will be placed.
search engines and searchable databases, find as many companies as possible involved
in the research or production of the product. Print a hard copy of the web pages that have
information you feel will be helpful to completely understand the history, str
ucture and function of
each reference a number
in the upper right hand corner of the page
track of the information you collect about your product by making a “Bibliography”, recording the
reference #, title of the article or page,
and the URL.
Use citation machine to make your
3. Determine the single company that is furthest along in the pipeline of "your" product.
and find the annual report for the company. You may need to write or call the company for
annual report if it cannot be found online.
Annual reports usually have, within it, a basic product
pipeline for the company's potential products.
annual reports are available online (but
require a lot of paper).
Only print information about y
our drug, not the company.
If you choose
to print your own copy, you may not use the school’s facilities for this purpose.
company’s annual report is online, you may simply provide a link in your final presentation (no
. Once you have identified a product and a company that produces it, become an expert in the
Gather information to answer the following questions
What is the structure and function of the product?
What market it will serve?
How large a market
will it serve?
Where is it in the product pipeline?
What has its history been in the product pipeline?
When is the product
expected to first reach market?
What obstacles are there, if any, to reaching market?
Are there any concerns or cautions about the p
roduction of the product?
How much money is it expected to produce for the company?
Are any other companies in serious competition to bring this product to market?
Any other interesting info?
5. Collect all the information you have gathered into your exh
austive research folder/binder. Use
the Bibliography as
Table of Contents. Make sure every bit of information has a
bibliographical entry on it (
all answers to
the above ques
presentation (no more than 15 slides)
that clearly describes
the history, structure, function and market for "your" product
. Make sure each slide is interesting
to look at, has an appropriate amount of information and is easy to r
ead from around the
audience seating area. Include information on all the questions asked above. One slide should
have a product pipeline diagram on it (timeline). Be prepared to make an oral presentation (10
min) to the class describing your product and
its market. (See Deadlines below).
7. After your presentation turn in a hard
copy of the entire
presentation to the instructor, along with
the exhaustive research folder.
End of Week 1
Product identification, Set
up of Exhaustive R
esearch Folder and Bibliography,
5 articles/documents, actively read and recorded into folder.
End of Week 3
Minimum of 15 articles/documents, actively read and recorded into folder.
Acquisition of Annual Report
End of Week 5
Rough draft of PowerPoin
t® presentation submitted to the Instructor
End of Week 7
Final version of PowerPoint®
or Google Presentation
and Exhaustive Research
Folder ready to present.
Ideas for Product Pipeline Products, like those below, can be found on http://www.bio.com
Roundup Ready™ Soybeans
Herbicide resistant soybeans
A treatment of cystic fibrosis
Growth hormone for livestock
Insect resistant cotton
Human Growth Hormone
Tissue Plasminogen Activator
Spezyme® starch enzyme
Treatment for one type of breast cancer
ssay detection kits
BNX® cotton seed
Luciferase™ Reporter Assay
Gene expression measurements
Treatment of some kinds of lymphomas
Systemic treatment of cytomegalovirus retinitis
Red blood cell production for anemia
Treatment of hemophilia
New treatment for diabetes
HCV antibody test
Antibody test against hepatitis
Treatment for diabetes
Treatment for hairy cell leukemia, genital warts, etc.
Treatment for kidney (renal) carcinoma
New Leaf® Potato
For diabetic kidney dis
Infection prevention for cancer/transplant patients
Influenza virus treatment and prevention
Treatment of acn
Treatment of acne
HIV DNA Vaccine
Dry eye syndrome