Coloplast &Innovation & ExternalPartnerships

Presenter

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Name

Ole Bitsch-Jensen

Title

Senior Partnership Manager

Education

Master of Science,

Chemical Engineering

Technical University of Denmark

HD(A)

Business Administration

Copenhagen Business School

Experience

Sales & Marketing

International Life Science/Pharma

Product Development / Sales & Marketing

Life Science/Biotech start-up

Investments

Early Stage Life Science Ventures

Partnerships / Innovation

International Medtech

It all started with

a caring nurse and

her sister’s need.

In 1954 Elise Sørensen

designed a revolutionary

ostomy bag for her sister,

who had colon cancer.

Todaywe’re leading the market

within Intimate Healthcare

Business Areas

Wound & Skin Care Urology CareContinence CareOstomy Care

#1global

position

35-40%global market share

41%of Coloplast

revenue

5.1billion DKK

annual revenue

8%organic

growth rate

Innovative solutions

#1global

position

~40%global market

share

36%of Coloplast

revenue

4.4 billion DKK

annual revenue

10%organic

growth rate

Award winning Products

#4global position

5-10%global market share

14%of Coloplast

revenue

1.7billion DKK

annual revenue

Proven superior

absorption vs.

competing products

10%organic

growth rate

10-15%global market share

9% of Coloplast

revenue

9%organic

growth rate

1.2billion DKK

annual revenue

Specialists in

disposable urology

care and surgical

therapies

…with a global production footprint

USAMankato

Minneapolis

FranceSarlat

DenmarkThisted

Mørdrup

HungaryTatabanya

Nyirbátor

ChinaZhuhai

We’re a global company

Representedin 42 countries

12.4 BNDKK revenue

9,250employees

Products soldin 130+ countries

This ishow weinnovateSetting a global standard for listening and responding

Anthropologicaland

Ethnographicresearch

User insight

interviews and

Co-creation

inputs

Deep

”unobserved”

user

Studies

Focusgroups with

friendsand families

ProfessionalAdvisory

boards anduser groups

We rely on multiple user sources in developing new products

New product

SpeediCath®Compact Set

SpeediCath®

Compact Eve

Removing stigma through design

This ishow we do partnering

The Partnership Function in Global Corporate Procurement – deliver structured process in partner identification / deals

User interaction /

InsightsCollection inReal Needs!

Innovative

External

Technologies,

Materials,

Elements…

Identified

Key

External

Capabilities

ColoplastIncubator

Non-commercial Collaboration

With e.g.Universities

The Partnership Function supports other key CP functions in identifying the best possible partners for a given need

GRD GMPartner-

shipsAll Commercial External

Innovation Activities

Innovation-by-you”Crowd sourcing”

AllProduct

DevelopmentActivities

InnovationBriefs

Business case

generation

Partnerships support increased growth with key markets

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Profitable Growth

Improved Differen-

tiation

Speed

Lower costs

Source: AT Kearney; Collaborative Supplier Innovation (2014)

Partnerships = Open Innovation – with focus / direction…

Product Development- require lots of CP input

Patent Protection- for us AND our Partners

Secrecy- for us AND our Partners

Limited sources- unlike consumer areas

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Want(Opportunities)

Find

Get Manage( )

Source: Slowinski and Sagal; Good Practices in Open Innovation (2010)

Partner identification / agreements require internal and external stakeholder and expectations management

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• Existing relationship vs “new unknown”

• Pricing opportunities vs cost limitations

• Risks and uncertainties that may evolve to

calamities later in the relationship.

• IP rights sharing, win-win, equal benefits?

• Confidentiality – risk of pollution?

• Anti-competitive legislation – is it legal?

Especially important for larger companies.

The journey to finding the right partner can be extensive – our partnership function offer a process to a “more informed” partner selection

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T = -12 months

Inspirational

search start

Top line search

criteria defined

Desk

evaluationRequest for

Information

Partnership

Meetings start

“Name

hunting”

Confidential

T = - 8 months

(130+…..30……10…..…5..……3……1)

Initial

contact start

T = -4 months

Request for

Proposal

RFP

presentation

Selection

Management

Meetings start Kick-off….

Selection

General

Development

agreement

Letter of

Intent

SelectionSelection

Key Project Gate

T = 0 months

Partner process outcome - fulfilment of all set requirements!

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Identified Partner satisfies

our needs

Accom-plishedMedical Device

DeveloperFull

Development & Manu-

facturing In House

Full Life Cycle Management

Manu-facturing FP

good fit to Coloplast

ColoplastOwn all

relevant IP

…within our areas

ColoplastOwn all

relevant Tools

Coloplast own all relevant

docu-mentation

Relevant and adequate

QMS in place

Thank you!

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