Research Commercialisation Case Studies - IPR-Helpdesk · Case studies in research commercialisation Dr. Eugene Sweeney Oxford 11th/12th September 2014 European IPR Helpdesk Case

Research Commercialisation Case Studies

Oxford, September 2014 1

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Case studies in researchcommercialisation

Dr. Eugene SweeneyOxford

11th/12th September 2014

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Case Studies

1. Creating market acceptance

2. Further development to unlockfinance

3. Multiple Exclusive licensing byfield of use

4. Build a better offer and unlockthe market (by collaborating)

5. Build a better offer and extendearning life (by creating aportfolio)



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Creating market confidenceand acceptance

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• Perception in Europe that Bamboo was not strong enough

• Theoretical and Practical Proof needed

Market Acceptance?



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Standards made the difference!

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640km, 21,000m of climbing & descent



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Product licensed and launched!

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Further development tounlock finance



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Daily Disposable Contact Lenses

• Two individuals developed technology, IP assigned to BTG

• Early exploitation efforts failed since the scale-up from lab tofactory was unproven

• Money invested in building a pilot plant

• On success of pilot plant inventors were able to raise money tocreate a start-up (Award plc).

• IP licensed to the start-up for UK only.

• Award succeeded in making lenses and distributed them througha major UK outlet.



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Meanwhile…..• Further licensees were sought in other

territories.• Bausch & Lomb took a licence for the US

market.• They liked it so much they bought AWARD

(inventors happy!)• BTG granted an exclusive worldwide

licence to B&L.• Everyone was happy!

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Contact Lenses - Lessons• Licensing failed – scale-up from lab to factory unproven

• Finance for start-up not possible – too risky/early stage

• Investment needed to build a pilot plant

• Pilot plant “proved” the technology and led to commercialisation

• Licensing by geographic area quickly established the marketwithout overstretching the SME



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Multiple Exclusive licensingby field of use

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Factor IX• For treatment of Haemophilia B

• A genetic disorder cause by deficiency or defect in Factor IX gene– an essential blood clotting protein

• Provides for treatment from safe, non-plasma-derivedblood clotting agent

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Factor IX• Gene sequenced by UK/US groups separately

• Patents filed on UK invention (Oxford University)

• US Group (Washington Research Foundation) filed US patent

• Collaborate NOT compete

• BTG licensed by US group with sub-licensing rights



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Factor IX• Strategy to grant worldwide exclusive field licences

• Licensed for: Recombinant production – Genetics Institute Transgenic production in Sheep – PPL therapeutics Gene therapy – Genetic Therapy Inc, Transkaryotic Therapies

Inc

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BeneFIX®

• GI launched BeneFIX® in USA in February 1997

• GI launched in Europe in January 1999 through Baxter Healthcaredistribution

• Other licensees failed

LESSON: Field of use licensing spreads the risks



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Build a better offer andunlock the market bycollaborating

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Cholesterol Assay

• Pre-1970 smelly anddangerous to assay bloodcholesterol

• 1971 UK researchersdeveloped colorimetric assaysystems

• Boehringer Mannheim filedpatents at same time

• Market confused!!



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Cholesterol Assay

• BTG & Boehringer - collaborate not compete Cross-licensing, market sharing and revenue sharing

• Market now knew who to approach - no longer confused!

• 80+ licences signed

LESSON: Build a better offer and unlock the market bycollaborating

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Build a better offer andextend life by creating aportfolio



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Magnetic Resonance Imaging• Nuclear magnetic resonance discovered in 1946 by Bloch &

Purcell. Used for spectroscopic analysis

• The world's first MRI image was produced in the USA by ProfessorPaul Lauterbur in 1973

• Basic techniques for medical imaging were developed atAberdeen, Nottingham and Oxford Universities

• During 1974-80 a number of key inventions from the UKuniversity groups, and others, were patented



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Magnetic Resonance Imaging• The strategic importance of pooling the various inventions into

a portfolio was recognised to maximise the returns and extendearning life.

• Complementary inventions from other sources continued to beadded to the portfolio

• Role of Oxford Instruments in developing wide bore, high fieldmagnets was critical to enable practical machines to be built.

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Magnetic Resonance Imaging• Commercially manufactured MRI equipment became available in

1983 and MRI was in clinical use by 1985

• Between 1986-98, over 95% of the world’s MRI industry waslicensed by BTG Company start-up was inappropriate due to large investments

required

• Portfolio continued to grow as new IP was added, and so extendedthe earning “life”. Original patents filed in 1974 expired in 1994

LESSON: Patent portfolio created value AND extendedearning life.



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Final Summary

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Summary

People do not buy technology…

They buy goods and services that satisfy their needs andwants

It is about People not Technology



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Credits© istockphoto.com/maridav (slide 1)© istockphoto.com/Bliznetsov (slide 2)© istockphoto.com/bambuh (slide 9)© Bausch and Lomb (slide 11)© Roslin Institute, (slide 14)© istockphoto.com/lucato (slide 23)© istockphoto.com/jgroup (slide 23)© istockphoto.com/alexraths (slide 20)© Iambic Innovation Ltd (slide 2)© Oxford Brookes Universiy (slide 4,5,6,7)

Disclaimer/Legal NoticeThe information and advice contained in this presentation is not intended to be comprehensive and attendants are advised to seek independentprofessional advice before acting upon them. The European IPR Helpdesk is not responsible for the consequences of errors or omissions herein enclosed.Re-use of information contained in this presenation for non-commercial purposes is authorised and free of charge, provided the source is acknowledged.The use of images – other than in the mere reproduction of this presentation – is prohibited. The European IPR Helpdesk is not responsible for any impactor adverse effects on third parties connected with the use or re-use made of the information contained in this presentation.

The European IPR Helpdesk is managed by the European Commission’s Executive Agency for Small and Medium-sized Enterprises (EASME), with policyguidance provided by the European Commission’s Enterprise and Industry Directorate - General. Even though this leaflet has been developed with thefinancial support of the EU, the positions expressed are those of the authors and do not necessarily reflect the official opinion of EASME or the EuropeanCommission. Please see our full disclaimer at www.iprhelpdesk.eu.

© European Union (2011-2014)

Presentation produced by Dr. Eugene Sweeney, Iambic Innovation Ltd. June 2014

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Research Commercialisation Case Studies - IPR-Helpdesk · Case studies in research commercialisation Dr. Eugene Sweeney Oxford 11th/12th September 2014 European IPR Helpdesk Case