We need to radically change our process of getting new product to market

In the pharmaceutical industry, getting new drugs to market is a regulation intensive, highly specialised, cross-functional process. We helped Roche to build an experience for their filing teams that precisely replicated the complexities and challenges along the way, so they could access billion dollar product opportunities, in half the time.

The problem to solve

Pharmaceutical firms face unique challenges when bringing new drugs to market. The biggest issue is whether individual countries with their own differing rules and processes will grant a licence for the drug to be used.


Unsurprisingly, the ‘filing’ process can take up to ten years and is extremely rigorous and demanding of company resources. Nevertheless, there is no room for error and Roche estimate that if any single part of the filing process is overlooked or misunderstood it can cost the company up to $2.5 billion.

A purpose-built team is drawn together from different countries and cultures for each filing application. With 17 key leaders taken from disparate specialities, multiple overlapping teams and governance structures, the potential for problems is limitless.




Estimated cost to Roche if any part of the drug filing process is overlooked or misunderstood

"Benefiting from the very best learning expertise on the market today has really made an impact on the quality of leadership and level of business understanding right across the global organization."

The Solution

Roche wanted a simulation that could replicate and compress the first five years of the filing process into four days, giving participants an overview of the process, and showing how team behaviours would influence how effectively the team would meet its targets.

Having partnered with Roche since the mid 90’s, we already had a deep understanding of their company culture, and how their business works. To meet the challenge, we interviewed more than 40 of their key experts spread around the globe. These included Biologists, Chemists, Accountants, Legal, Sales, Project managers, locational experts and so on. Each one of their roles could have dramatic effect on the outcome.

We produced a simulation that precisely mirrored the business challenge of submitting new drugs to the regulatory authorities, and gives immediate feedback on how participant behaviours affect their success. This award-winning course was so helpful to Roche we now deliver it regularly, and we are helping them to access billion dollar product opportunities, in half the time.

After taking part in the simulation, the participants have a clear view of what to expect over the forthcoming years. They leave understanding their teammates, and prepared for both common and unexpected pitfalls.

We are problem solvers. 

Get in touch to find out more about our unique approach.

  • LinkedIn - Black Circle
  • Facebook
  • Twitter
  • Instagram

Keep in touch

  • Twitter - White Circle
  • LinkedIn - White Circle

Head office

Profitability Business Simulations Ltd

Stables 1, Howbery Park, Wallingford,


OX10 8BA

- Europe




- Australia

Sign-up below to be notified about upcoming releases, news, insight and more.


T +44 (0) 1491 821 900
E hello@profitability.com