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Drexel Library

Biomedical Technology Commercialization

Resources recommended for creating commercialization plans.

American FactFinder

Note regarding the U.S. Census Bureau's American FactFinder tool mentioned below: 

**American FactFinder ceased releasing new data in June 2019**

American FactFinder remained as an "archive" system for accessing historical data until March 31, 2020, when it was decommissioned and taken offline. Use data.census.gov to locate new data. The 2017 Economic Census data will be released on data.census.gov on a flow basis between September 2019 and December 2021.

Example 1: Gardasil

Technology: Gardasil vaccine (from Merck)

Industry sector represented: Biological Product (except Diagnostic) Manufacturing [NAICS 325414

***Tip: use the Census Bureau's NAICS Lookup Tool if you are unsure of the industry sector***

What industry research can I find?

I search by the first five digits of the NAICS code (32541) or the keyword "Gardasil" and I find the following report: 

Brand Name Pharmaceutical Manufacturing in the US - 32541a

The "Industry at a Glance" section of this report provides: industry revenue, industry profits, annual industry growth, market share for major companies in the industry, and an industry-level SWOT analysis.

Other report sections that may be useful: "Industry Performance," "Industry Outlook," "Operating Conditions," and "Key Statistics"

 
This IBISWorld report also helps me build my supply chain so I focus my market and industry analyses appropriately: the "About" section of the report features an interactive Supply Chain chart. This chart displays industry linkages:
  • Supply Industries: which industries this industry buys from
  • Demand Industries: which industries this industry sells to

IBISWorld's Supply Chain chart uses colors and symbols to indicate the level of risk of each linked industry: 

  • red triangle = high risk
  • orange circle = something to keep an eye on
  • green check mark = low risk
 
Primary Customers for Gardasil: hospitals, urgent care centers, emergency & outpatient centers, physician offices, pharmacies, parents of patients
 
I can use IBISWorld to research many of these target markets to identify their size, annual growth, etc. Key sections of IBISWorld industry reports support Michael Porter's Five Forces model of industry analysis. 
 
 
Secondary Customers: male and female patients in relevant age range (per the CDC, Gardasil vaccine may be administered beginning at age 9 through age 26), with some exceptions (those who are allergic to the vaccine or any components)
 
To identify the size of this secondary market, I can use this library resource to locate Census population counts and intercensal population estimates:
 
For example, see this table in the 2020 Edition:

 

Competitors: Cervarix vaccine (from GlaxoSmithKline)  {identified through Google search}
 
I can do a keyword search within IBISWorld's "Brand Name Pharmaceutical Manufacturing in the US" Industry Report  (mentioned above) to identify whether it contains information about GlaxoSmithKline. It does...providing me with projected revenue for my competition. 
 
To research the competition a bit more, I'll use: 
 

I'll use the Advanced Search tool in Mergent Intellect:

-Include International Companies
-Location Type: Headquarter
-Company Name: Merck OR Glaxo

​Run the search, then select: Merck & Co., Inc. and GlaxoSmithKline PLC to view or download company information including recent financials

Also, notice the "Industry Details" tab in Merck's record in Mergent Intellect, which provides access to another report for my industry (NAICS 325414). 

I'll use Business Source Complete to retrieve MarketLine Company Profile reports for GlaxoSmithKline Plc and Merck & Co., Inc.:
-navigate to the top menu bar, hover over "More" and click "Company Profiles"
-use the search box or alphabetical index to navigate to GlaxoSmithKline Plc and open a PDF of the MarketLine report. Follow the same process to access the MarketLine Company Profile report for Merck & Co., Inc

 

For private companies, the following library database is excellent for company research:

Census Bureau Resources

Now, I can go to the Census Bureau's Industry Statistics Portal and search for NAICS 325414 to discover Census Bureau statistics for this industry. 

The resulting page tells me what types of statistics are available for this NAICS code and where to find the data.

Is the market growing?

Answer: Manufacturers' Shipments, Inventories, and Orders (M3) 

Full Report Highlights: Excel Selection Menu--> Full - All Tables. Download the file.

Look at: Table 1: Value of Manufacturers' Shipments for Industry Groups

Nondurable Goods Industries --> Chemical Products --> Pharmaceuticals and Medicines

 

What are state-level sales figures for companies within this industry? 

Answer: Economic Census

The following table provides the sales figures I need ["Total value of shipments and receipts for services, ($1,000)], taken from the 2012 Economic Census (Note: comparable data from the 2017 Economic Census is not yet available):

EC1231A1 Manufacturing: Geographic Area Series: Industry Statistics for the States, Metropolitan and Micropolitan Statistical Areas, Counties, and Places: 2012: NAICS Code 325414: Biological Product (except Diagnostic) Manufacturing

The table above also answers the question:  What are the geographic concentrations for this market?

["Number of establishments" and "Establishments with 20 employees or more"]

 

What is the size of this market?

Answer: Economic Census

"The Economic Census is the U.S. Government's official five-year measure of American business and the economy. It is conducted by the U.S. Census Bureau, and response is required by law."

EC1731BASIC - Manufacturing: Summary Statistics for the U.S., States, and Selected Geographies: 2017 - NAICS Code 325414: Biological Product (except Diagnostic) Manufacturing

I can get more granular by downloading 2012 Economic Census: Industry and Primary Product Class Data via the Census Bureau's now-decommissioned "American FactFinder" tool (Note: comparable data from the 2017 Economic Census is not yet available on data.census.gov):

EC1231SG7 - Manufacturing: Summary Series: General Summary: Industry Statistics by Industry and Primary Product Class Specialization: 2012 Products and Services Code 3254144: Vaccines, toxoids, and antigens, excluding allergens, for human use  (attached PDF file contains this table)

Example 2: Health Game/App

Technology: specific app or game for health

Industry sector represented: Software Publishers [NAICS 511210] (this includes "Applications development and publishing, except on a custom basis" and "Games, computer software, publishing.")

***Tip: use the Census Bureau's NAICS Lookup Tool if you are unsure of the industry sector***

What industry research can I find?

I find the following report: 

Software Publishing in the US - 51121

Navigate to the About section of the report and read the Industry Definition. Since this definition isn't an exact match with our technology, let's see what other industry reports we can find in IBISWorld:

-keyword search for "mobile app" yields this report: Smartphone App Developers in the US - OD5817  (This is an IBISWorld "Specialized Industry" report. IBISWorld develops Specialized Industry reports to cover small or new industries for which NAICS identifiers are often too broad.) 
-keyword search for game yields these reports:
The "Industry at a Glance" section of these reports provide: industry revenue, profit margin, and annual industry growth.
 
 
Primary Customers: this will be based on the application of your technology. For example, the technology may be developed for for direct use by patients with a relevant health condition, in which case those patients will be the primary customers. The U.S. National Library of Medicine provides links to various sources of health and medical statistics
 
Alternatively, some technologies may be developed to be used in conjunction with specific treatments or devices, in which case healthcare providers will be the primary customers. I can use IBISWorld to research many of these target markets to identify their size, annual growth, etc. 
 
 
Secondary Customers: if the technology will be developed to be used in conjunction with specific treatments or devices, patients with a relevant health condition will be the secondary customers. As noted above, the U.S. National Library of Medicine provides links to various sources of health and medical statistics
 
Competitorspublishers of similar apps/games
 
Once I've identified the names of my competitors, I'll use one of these library resources to locate more details about these companies: