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BIOTECHNOLOGY�INDUSTRY

TEAM 2

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MEET THE TEAM

A’Yanna Rouse

Kevin Godinez

Gigi Nardo

Daniel Di Chiara

Jeremie Nsubayi

Lilly Tanabe

Valeria Gálvez

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WHAT WE WILL COVER TODAY

Product delivery
Company marketing
Financial performance
Leadership aspects
Ethical issues
Social and environmental impact

Introduction

Product & Delivery

Marketing

Finances

Leadership

Ethics

Social & Environment

Analysis & Conclusion

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INVESTING CRITERIA

Profit margin & P/E Ratio
Improvement in ESG rating
Leadership

Introduction

Product & Delivery

Marketing

Finances

Leadership

Ethics

Social & Environment

Analysis & Conclusion

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PRODUCT DELIVERY

Introduction

Product & Delivery

Marketing

Finances

Leadership

Ethics

Social & Environment

Analysis & Conclusion

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PUTTING THE CONSUMER AT THE CORE OF ALL BUSINESS FUNCTIONS

Introduction

Product & Delivery

Marketing

Finances

Leadership

Ethics

Social & Environment

Analysis & Conclusion

Product support programs
Patient assistance programs
VelociSuite
Patient advocacy
Clinical testing

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EFFICIENTLY DELIVERING A RELIABLE PRODUCT

Introduction

Product & Delivery

Marketing

Finances

Leadership

Ethics

Social & Environment

Analysis & Conclusion

Access partnership
Responsible production (green chemistry)

Safety, labeling, and compliance
Generic licensing

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RESPONSIBLE PRODUCTION LEADS TO QUALITY PRODUCTS

Introduction

Product & Delivery

Marketing

Finances

Leadership

Ethics

Social & Environment

Analysis & Conclusion

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ENSURING HIGH QUALITY FOR CONSUMERS

Introduction

Product & Delivery

Marketing

Finances

Leadership

Ethics

Social & Environment

Analysis & Conclusion

Manufacturing time reduction
Improve PMI score
Team meetings
Green chemistry

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COMPANY MARKETING

Introduction

Product & Delivery

Marketing

Finances

Leadership

Ethics

Social & Environment

Analysis & Conclusion

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FOSTERING STRONG INVESTOR RELATIONSHIPS

Introduction

Product & Delivery

Marketing

Finances

Leadership

Ethics

Social & Environment

Analysis & Conclusion

To start, I am going to talk a little bit about Regeneron’s marketing strategy. What we’ve found in researching Regeneron’s marketing style is that they focus on the business to business interactions. The Biotech industry requires that companies market to investors more so than consumers directly because they need to gather funding for research and development. Due to this, Regeneron has put most of their marketing power towards Biotech and Pharma conventions where they can showcase to big banks, like JP Morgan, what their vision is for the future. In addition to these conventions, Regeneron has also sent a lot of newsletters and company announcements to potential investors to update them on their progress that helps them get the word out about innovative drug therapies they are working on. Regeneron also engages a lot on social media where they highlight webinar clips of professionals talking about company values, what’s going on with the company, and what new medicines there working on. It’s really beneficial for Regeneron to show investors through their social media what kind of company they are and show that they are the type of company you’d want to invest in.

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FOCUSING ON BUILDING BUSINESS TO BUSINESS RELATIONSHIPS

JPM Biotech & Pharma Convention

Introduction

Product & Delivery

Marketing

Finances

Leadership

Ethics

Social & Environment

Analysis & Conclusion

It’s important to note that Regeneron focuses mostly on the busines to business relationships because they are a smaller company who needs to focus more on creating capital and getting investors whereas a company like Gilead has more flexibility to market to both businesses and consumers because they already have that financial support. Prior to the COVID pandemic, Regeneron was holding both large conventions like the JP Morgan collaboration annually, but due to COVID there was a shift in how these events would run. They focused on webinar series that they would host live as well as post recordings on their website that could be accessed by potential investors. This shows good adaptability on Regeneron’s part to changing circumstances. This is also where there use of announcements on their website and social media became extremely important as Regeneron was doing a lot of work on COVID-19 treatments.

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RETAINING INVESTORS THROUGH STRATEGIC MARKETING

Introduction

Product & Delivery

Marketing

Finances

Leadership

Ethics

Social & Environment

Analysis & Conclusion

Next is Gilead. Similarly to Regeneron, there are webcasts of presentations available on the Gilead website all about getting funding for research and development as well as what the company has been up to. What Gilead has done very well through their marketing is showcase how there is a mutually beneficial relationship for the big banks they partner with and their company. Because there’s been a lot of pressure, especially recently for big banks and corporations to invest in socially responsible companies who are doing good in the world, Gilead has basically said to them “hey we are trying to make an impact and develop innovating and lifesaving medicines so this is where you should put your money”. They are also very strategic in that they showcase their philanthropic endeavors well. For example, with their product Biktarvy, they were able to open up clinics in underserved communities which gave them great PR and got them named as the #1 most charitable company in the US by the Chronicle of Philanthropy Magazine.

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CREATING SIMPLICITY FOR CONSUMERS

Introduction

Product & Delivery

Marketing

Finances

Leadership

Ethics

Social & Environment

Analysis & Conclusion

Another thing Gilead has done well is their marketing to consumers. After being successful in their marketing to investors, they have also used personal stories from patients to appeal to other potential consumers. Whether it be running TV ads and commercials or posting simple graphics in magazines and newspapers, Gilead has tried to build that strong foundation with consumers and even investors through this. When someone sees how easy their product is to use or high effectiveness and quality they’ll either want to use it or invest in it. In regards to HIV, an area they spend a lot of time in, they’ve shown how simple their product is to use through their marketing and ad campaigns. By showing how it’s portable and compact as well as only once a day, they’ve targeted consumers value of time and efficiency that investors will also see as beneficial to customer satisfaction. Thus all parties win.

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REAL PEOPLE. REAL STORIES.

Introduction

Product & Delivery

Marketing

Finances

Leadership

Ethics

Social & Environment

Analysis & Conclusion

LEADERSHIP ASPECTS

Introduction

Product & Delivery

Marketing

Finances

Leadership

Ethics

Social & Environment

Analysis & Conclusion

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CONSISTENT LEADERSHIP FOR THE PAST 30 YEARS

Introduction

Product & Delivery

Marketing

Finances

Leadership

Ethics

Social & Environment

Analysis & Conclusion

As of 2020:

7,126 Employees

52 Total Leaders

Built and Managed Regeneron alongside Schleifer since 1989

President and CEO since 1994

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A BREAKDOWN OF CORPORATE LEADERSHIP

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MAINTAINING STRONG COMPANY MORALS

Seven Fundamental Key Elements defined by OIG

Introduction

Marketing

Finances

Leadership

Ethics

Product & Delivery

Social & Environment

Analysis & Conclusion

Passion, Vigor, and Integrity

Emphasized employee compliance

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A SHIFT IN LEADERSHIP

CEO since March 2019

Introduction

Product & Delivery

Marketing

Finances

Leadership

Ethics

Social & Environment

Analysis & Conclusion

Stepped down as CEO in 2018

DANIEL O’DAY

CEO, GILEAD

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CORE VALUES AND GOALS FOR INCREASED INCLUSION

Recognize & mitigate unconscious bias

Diverse perspectives

Respect

Multiple pathways to success

Encourage and support each other

Introduction

Product & Delivery

Marketing

Finances

Leadership

Ethics

Social & Environment

Analysis & Conclusion

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EFFORTS FOR DIVERSITY AND INCLUSION

Introduction

Product & Delivery

Marketing

Finances

Leadership

Ethics

Social & Environment

Analysis & Conclusion

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ETHICAL ISSUES

Introduction

Product & Delivery

Marketing

Finances

Leadership

Ethics

Social & Environment

Analysis & Conclusion

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THE NEED FOR REEVALUATION

Regeneron and Gilead

Political figures get access first

Regeneron

Lawsuits for kickbacks

Gilead

Monopoly for HIV pills and Remdesivir

Introduction

Product & Delivery

Marketing

Finances

Leadership

Ethics

Social & Environment

Analysis & Conclusion

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THE CONSEQUENCES OF OVERPRICED MEDICINE

In 2020, the US Department of Justice filed a lawsuit for kickbacks through charity
In 2021, Humana sued Regeneron for overpricing Eylea

Introduction

Product & Delivery

Marketing

Finances

Leadership

Ethics

Social & Environment

Analysis & Conclusion

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MONOPOLY DRIVES UP DRUG PRICES

Introduction

Product & Delivery

Marketing

Finances

Leadership

Ethics

Social & Environment

Analysis & Conclusion

In 2019, US Files complaint against Gilead for patent infringement
In 2020, Gilead rescinded Remdesivir due to public outrage

Introduction

Product & Delivery

Marketing

Finances

Leadership

Ethics

Social &

Environment

Analysis & Conclusion

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MORE THAN JUST THE PROFIT

Introduction

Product & Delivery

Marketing

Finances

Leadership

Ethics

Social & Environment

Analysis & Conclusion

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MANAGING THEIR ENVIRONMENTAL FOOTPRINT

Responsible Operations

Green Buildings (LEED and BREEAM)
Transition to renewable energy
Waste Management
Employee Commuting

Introduction

Product & Delivery

Marketing

Finances

Leadership

Ethics

Social & Environment

Analysis & Conclusion

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IMPROVEMENT IN ESG RATING

Introduction

Product & Delivery

Marketing

Finances

Leadership

Ethics

Social &

Environment

Analysis & Conclusion

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ANALYSIS & CONCLUSION

Introduction

Product & Delivery

Marketing

Finances

Leadership

Ethics

Social & Environment

Analysis & Conclusion

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CITATIONS

Introduction

Product & Delivery

Marketing

Finances

Leadership

Ethics

Social & Environment

Analysis & Conclusion

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