Interactive Bayer Case Study on Oncology
Wednesday, Nov 1, 2017
Twenty six participants became “employees” of a fictional pharma company for one day in a simulated environment designed to experience the behind-the-scenes process of industrial drug development. A unique 4-hour role-playing workshop for anyone who has wondered what it’s like to work for a pharmaceutical company.
GABC was thrilled to partner with Bayer in this interactive, learning‐through‐experiencing approach which provided insights into the pharma business model in a time lapse, making the drug development process transparent and easier to understand. Within global project teams, participants got to discuss and decide which projects would be developed further and which ones wouldn’t. Questions relating to drug benefits and risks, patents, or economic viability were considered and debated in “team meetings”. At the same time, competitors and health technology assessment bodies were also in the game.
Our theme was Closing in on Cancer – New Therapies for Cancer Patients. We introduced participants to a fictitious company, with background details related to its research areas, marketed products, location, and market shares.
For the case study, we simplified the situation, and assumed that our fictitious company was currently pursuing four drug candidates which were in different research and development stages. Each of the four drug candidates was thoroughly described –- what they do, where they would be sold, potential applications, innovation strategies, and development processes. Then, participants were thrown critical challenges–the kinds which these product candidates would actually face in the real world. Participants in the case study were “assigned” to roles within specific departments, such as Drug Discovery, Clinical Development, Marketing or Regulatory Affairs, thus gaining a unique insight into the workings of a major pharma company and the challenges they must overcome.
Bayer / LifeHub Boston
610 Main Street (entrance from Portland Street)
Date: Wednesday, Nov. 1, 2017
Time: 5:00PM – 9:00PM
Cost: $30 GABC Members / $45 Non-members
Includes Networking Reception and refreshments following workshop
Kerstin Crusius-Millert, PhD, Head of R&D, Partner and Health Communications at Bayer AG leads the session
Participants at the mock “team meeting” in their various roles as clinical researchers, patent lawyers, marketing consultants, etc
Participants breaking up into teams
Lots of paperwork to digest!
Display at Bayer LifeHub’s new facility in Kendall Square
Antique pill bottles on display
Participants in the third round of team meetings
Reception refreshments were well earned by these hard-working participants!
Conversations continued at the reception following the workshop
A very high-level group of participants. Lots of PhDs in the room that day!
Bayer is a global enterprise with core competencies in the Life Science fields of health care and agriculture. Its products and services are designed to benefit people and improve their quality of life. At Pharmaceuticals, Bayer’s largest segment in terms of sales, the focus is on researching, developing and marketing specialty-focused innovative medicines that provide significant clinical benefit and value, primarily in the therapeutic areas of cardiology, oncology, gynecology, hematology and ophthalmology. For more information, go to www.bayer.com.
About LifeHub Boston, the first of a global network of innovation spaces by Bayer where science meets society:
At LifeHub Boston (located in Kendall Square, Cambridge), we believe that creating breakthrough solutions to global health challenges requires creative thinking and radical collaboration across industries and mindsets. That’s why we convene people with diverse and passionate perspectives—from life scientists to policy makers, entrepreneurs to artists, software engineers to farmers—to create impact at the intersections of health, agriculture, and technology. Through events that dive deep into complex and controversial issues, cross-disciplinary research projects, and residencies for entrepreneurs and startups, we will design solutions both with and for the public. Together, we can create better lives for humans, animals, and plants.
Bayer Logo Photo by permission Bayer / LifeHub Boston
All other photos by M.LeMay/GABC