TABLE OF CONTENTS Developing new products requires input from and interaction with almost all functions in a company (Figure 4.1), as new products build revenues on which the entire company depends for growth and sustenance. Most large companies will have an integrated product development team or a review board that has people from different functional areas in the company. Each functional component of the company has a useful and significant role to play in getting new products to market.
Multidisciplinary reviews are as essential as multidisciplinary teams. Product development must constantly and iteratively take input from multiple departments or corporate functions during the planning and development stages, as described in Table 4.1. If you are in a small company and don t have all these functions, you still need to consider the product from the viewpoint of all these disciplines.
| Functional input | Purpose |
|---|---|
| Basic R&D | To work on the project |
| Reimbursement | To provide input into the economics of the disease state treated (and any associated procedure); to provide input into clinical trial design so that insurers will be willing to pay for the product |
| Marketing and market researchers | To develop product specifications and possibly test early concepts or prototypes; to work with product cycle planning and to differentiate product... |
