Target market, identification

These strong demonstration activities in Germany have not only served to improve the technologies and increase pubhc awareness, but have also estabhshed a good base of infrastructure that has catalyzed the identification of Germany as one of the first target markets for commerciaHzation by several car makers. 

Drug discovery and development is a long and arduous process taking an average of 15 years from identification of a potential target for a medicine (e.g., a receptor at which a medicine will work) to marketing a product. The... 

It is a common goal to improve the discovery process through the constant effort, to identify as early as possible, drug candidates that will have minimal chances to fail before or after they are approved for marketing. This can be achieved by the early identification of candidates that will have the best safety profiles, which means drugs that are active on their therapeutic target and have minimal adverse effects. 

Colburn, W. A. (2003) Biomarkers in drug discovery and development from target identification through drug marketing. J. Clin. Pharmacol. 43,329-341. 

In this mode of discovery, the path starts from the identification of a market that is not well served by the current products available, or the more ambitious path of the identification of a potential market that presently does not exist. The task for the investigator is to discover interesting technology leads, and to design a product that targets this market segment. Perhaps we can modify a current product to make it better, perhaps we can find a neglecfed material that is not currently used, or perhaps we can create a new synthetic material. 

The drug discovery process is a long and expensive pathway and rich in failure. It starts from the disease selection and the identification of the correlate gene/target and finishes, after the clinical trials, with the launch of the drug on the market (see Figure 15.1). 

Change oriented Identification or market led research targets. Innovations based on applications research. 

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