Patent Intelligence for Open Innovation – a medical device case study

About this Webinar

Intellectual Property is a boardroom issue. Patent intelligence – the transformation of content found in multiple patent documents into technical, business and legal insight – is a key element of competitive advantage. When applied to open innovation, the transfer of ideas and assets between innovative parties becomes a higher-value, shorter-turn competency. In an era in which more than 80% of market value is defined by intangible assets, leveraging patents for in- or out-licensing provides powerhouse opportunities for revenue enhancement and cost avoidance while building sustainable product differentiation.

Importance of patent intelligence to licensing as related to open innovation
Patent out-licensing is a key source of value extraction for all types of technology, service and product companies. Patent in-licensing is a growing approach to “fencing in” or “fencing out” innovation in important strategic areas. Both licensing activities together create the engine of commerce around the growing markets for freely tradeable technologies - intangibles and ideas.

The key to exploiting patent intelligence for open innovation involves correlating data discovered in patents to other market and financial information to enhance the identification, management and leverage of product development, no matter what the source of that development. Specifically, patent intelligence when used effectively creates an “information inbalance” - where more or less certainty within one party can drive deal terms, pricing, speed and ultimately market dominance.

In order to take advantage of the enormous insights available from patent intelligence as applied to open innovation, it is important to equip decision makers with the knowledge of how to extract and articulate the value of such intelligence. More than dialogue is required – demonstration is the key. Typically, the returns from patent licensing can be quantified more than the value of simply collecting intelligence. Therefore, it is important not only to establish metrics but also to develop lines of communication that briefly, succinctly and measurably visualize the link between the rights transfer and technology transfer from licensing-driven open innovation. To accomplish this, managers must be well-versed in aligning the technical, legal and business value from patents to their own product portfolios.

Webinar Leader

Barry Brager Managing Partner Perception Partners USA

Barry is the Founder and Managing Partner of Perception Partners® and is responsible for a diverse team of technical, business and legal experts. Barry leads ongoing development of patent-pending quantitative and qualitative analytical tools for data and text mining that have been used to analyze more than 200,000 patents worldwide and which have supported decisions related to more than $1 billion in financial transactions.

Barry is also the Chief Executive Officer of Starpound Corporation. Starpound is an IP management company that licenses technology to turn mobile phones into remote control devices. Barry holds one patent and multiple pending related to these endeavors.

Barry holds several leadership positions in the IP industry. He is the Small Business Committee Chair of the Intellectual Property Owners Association based in Washington D.C., which the only association in the U.S. that serves all IP owners in all industries and all fields of technology. He is also the co-chair of the Atlanta chapter of the Licensing Executives Society. At the meetings of these groups and others, Barry is a frequent speaker on IP strategy, valuation and the links between patent intelligence and competitive advantage.

Session Outline

1. KCI case study - rapidly developing in-licensing opportunities around a medical device in chronic wound care.
   
   
2. How patent information as viewed through the marketer’s lens (as opposed to a solely legal or technical perspective) can be extracted and utilized to define and exploit the competitive IP landscape.
   
   
3. Use of text mining tools and competitive patent intelligence to illustrate relationships among key players, technologies and market forces.
   
   
4. Identifying ideal patent portfolios for licensing
   
   
5. How sustainable value can be delivered in this case and in others.
   

Key Insights

In this session Barry will:

• Present an approach, based on a real company in the healthcare sector, to mining patents to identify in-licensing candidates for a medical device
• Discuss the strategic leverage of patent information to improve the technical, legal and business aspects related to product development
• Demonstrate analytical approaches to find important patents that support open innovation efforts

And by attending you will learn how to:

• Use patent intelligence to rapidly increase certainty around essential patent assets
• Exploit information imbalances in patents to justify buy vs. build decisions
• Visualize insights for managerial-level presentation and decision-making

Who should attend?

VP’s, directors and managers of: Product Development, Service and Customer Innovation, Corporate Growth, Finance, Innovation, Marketing, New Business Development, and R&D; Licensing Directors, Patent Counsel, and those responsible for, or involved in, using IP in new product development and strategy.

Technical Requirements

An Internet connection with a browser is required for the visual presentation. For the audio component, a separate phone line is required (toll-free numbers are made available for most countries).

You will receive dialing and WebEx instructions via email prior to the Online Seminar taking place.