Case
Studies
#6.
An Alternative Complement
A
major pharmaceutical/life sciences company identified nutraceuticals
as a promising growth area and natural extension of its product
line. It targeted cardiovascular nutrition, but set stringent
regulatory, scientific, investment and commercial guidelines.
According to the client, the ideal contender would have a product
with established efficacy, favorable clinical results, peer-reviewed
credits, a proprietary position and be owned by a company open
to favorable terms.
Not surprisingly,
there were few candidates that met the search criteria. Basically,
the client wanted to approach alternative medicinals the same
way it would approach traditional pharmaceuticals. Alternatives,
however, are not pharmaceuticals. If the company insisted on
judging them in the same way, the company would likely miss
real opportunities.
Our job
was to convince the client of the need for criteria in line
with the alternative market so we could present a true picture
of the opportunities available.
Therefore,
we re-defined the search criteria with appropriate scientific
and commercial criteria for likely ventures. We combed the developed
and undeveloped worlds, identifying not only novel herbal/botanical
extracts and likely acquisition/partnership opportunities, but
enabling technologies for active component control and delivery,
as well. BDF then developed the competitive and market analyses
for the most likely candidates, so senior management had the
information it needed to make an informed decision on the optimum
path forward.
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