Knowledge recycling – i.e. reusing, recombining and contextualizing – must be recognised as a powerful approach to systematic innovation, especially for the biopharmaceutical industry. We should openly discuss its value and start using processes, tools and business models that make it an integral part of our business activities.
Sanofi’s recently announced Sunrise Initiative and other similar efforts on systematising innovation are a step in the right direction. But there are lessons to be learnt from earlier such initiatives including the need for innovative business models, for seeking early successes and for acknowledging the benefits of systematic knowledge reuse.
As the discussion around maximising sales and marketing effectiveness deepens, we expect to see the need for content, resources and tools that support the cost-effective building of deep relationships with clients increase significantly.