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REPORT EXCLUSIVE LIFE SCIENCE FEATURE Survey Methodology: The Nice Insight Pharmaceutical and Biotechnology Survey is deployed to outsourc- ing-facing pharmaceutical and biotechnology executives on an annual basis. The 2013-2014 report includes responses from 2,337 participants. The survey comprises more than 240 questions and randomly presents ~35 questions to each respondent in order to collect baseline information with respect to customer awareness and customer perceptions of the top 100+ CMOs and top 50+ CROs servicing the drug development cycle. Five levels of awareness, from "I've never heard of them" to "I've worked with them," factor into the overall customer awareness score. The customer perception score is based on six drivers in outsourcing: Quality, Innovation, Regulatory Track Record, Affordability, Productivity and Reliability. In addition to measuring customer aware- ness and perception information on specifi c companies, the survey collects data on general outsourcing prac- tices and preferences as well as barriers to strategic partnerships among buyers of outsourced services. 18 LIFESCIENCELEADER.COM JULY 2014 CMO SUPPLEMENT Kate is the director of marketing intelligence for Nice Insight, the research division of That's Nice. Kate runs all custom market research for the company, and she designed the first industrywide study on selecting outsourcing partners during the drug development cycle for the pharmaceutical and biotechnology sector. Kate continues to update the Nice Insight CRO/CMO research according to evolving industry trends, and she works on the development of Nice Insight's new subscription product on the excipients market. Kate has developed and coordinated custom research projects for more than 30 major brands in the Fortune 500. Using her industry knowledge, Kate has written dozens of articles related to pharmaceutical outsourcing for five industry magazines. She is a monthly contributor to Life Science Leader magazine, authoring the column "Outsourcing Insights." respondent group. In 2013, this number decreased to 34 percent, as compared to 24 percent of the overall respondent group. In 2014, 45 percent indicated their expenditure would be between $10M and $50M, as compared to two years ago when 36 percent fell into this category. The percentage of respondents in the lowest-spending category remained the same — at 22 percent — from 2012 to 2014. These traits — significant expenditure and heavy outsourcing — give the group considerable influence over the market size of the services they outsource. For this reason, among others, it pays to gain some traction in this therapeutic area. Four out of every five respondents priori- tized a CMO's "Track record/History of success" with the highest level of impor- tance when considering an outsourcing partner. Further, therapeutic experience adds appeal to a CMO's position as a stra- tegic partner. L AN UPDATE ON THE BUZZ AROUND ONCOLOGY By K. Hammeke The Percentage of Oncology Outsourcers That Engage Outsourcing Partners by Phase Discovery Preclinical Phase 1 Phase 2 Phase 3 Phase 4/Post-Launch 50% 63% 61% 58% 48% 38% Oncology as a Therapeutic Area of Focus Among Each Buyer Group ■ Biotech ■ Emerging Biotech ■ Big Pharma ■ Specialty Pharma ■ Emerging Pharma ■ Overall 2012 2012 2014 2014 2012 2012 2014 2014 2012 2012 2014 2014 34% 38% 18% 21% 45% 53% 40% 37% 29% 35% 29% 35% Outsourcing Drivers as Prioritized by Oncology Outsourcers PHASES OF DEVELOPMENT 2012 2014 Quality Reliability Regulatory Productive Affordability Innovative 1 2 3 4 5 6 1 2 3 4 5 6 OUTSOURCING DRIVERS 0 7 1 4 _ R e s e a r c h _ R e p o r t s _ O I _ O n c o l o g y 2 . i n d d 7 0714_Research_Reports_OI_Oncology2.indd 7 6 / 2 3 / 2 0 1 4 2 : 3 1 : 5 5 P M 6/23/2014 2:31:55 PM