New GlaxoSmithKline Innovation Portal
The Glaxo Smith Kline Consumer Products Division has recently launched an online Open Innovation portal as part of its business development strategy. GSK describes its open innovation strategy as a “Want – Find – Get – Manage” model. Wants represent technologies or innovation that will significantly contribute to the growth of global brands, and are the result of extensive research by our commercial and R&D teams. The company actively Finds those wants by building networks with innovators then works with them throughout the development process to Get technologies and effectively Manage relationships with external innovators. The result is market-leading products that meet consumers’ needs.
To spread awareness, GSK is using sites like www.urweb.tv, a rich media site devoted to accelerating commercialization, to reach hard-to-find inventors, entrepreneurs and garage geniuses.
The site was created by MMC Productions as a rich media marketing vehicle used by Universities, Federal Labs, and Emerging Companies to accelerate the commercialization of promising technologies. Over time, the site has gained a visitor profile of economic development agencies, multi nationals, small businesses, as well as scientists, inventors, entrepreneurs and investors. Now businesses like GSK are exploring ways to use it to leverage this hard to reach audience to fill their innovations needs.
One key to the site’s success is the “Cyberpitch”, a high quality embedded video, text, images, links to papers and contact information. All a client has to do is send a link to a prospect and with the click of the mouse they could watch a video and find all sorts of useful information about the technology. “The idea behind the Cyberpitch was to develop a piece of media for busy executives, that answered in five minutes or less the question “What have you got and why should I be interested,” says MMC’s President Peter Doyle.
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