Find out how Newcastle University (UK) and the University of Minnesota (USA) worked together to share experiences and ideas to enhance licensing and marketing activity.
All professions have their own nomenclature. Ours is no different. But whether you call it knowledge exchange or tech transfer, the fundamental purpose and activities are the same: working between universities and businesses to generate impact.
There is, however, no single model of how universities organise for, and practise KE; universities have to develop a strategy that fits their characteristics and circumstances, and those of their stakeholders (McMillan Group, 2016).
These common purpose but locale-dependent differences provide an opportunity for a rich exchange of experiences and best practices between knowledge exchange teams in the UK and tech transfer offices in the US.
In 2019, Leza Besemann from the University of Minnesota contacted Maxine Ficarra, then CEO of PraxisAuril, whom she met at an AUTM conference. Leza hoped to undertake a short-term placement in knowledge exchange at a UK university. Several years prior, Leza spent 5 months at UNSW Innovations, the tech transfer office of UNSW Sydney. The exchange was a very positive experience for both Leza and UNSW Innovations. It resulted in new programs being implemented at both institutions.
Keen to find another opportunity to learn from universities outside the US, Leza turned to PraxisAuril for assistance.
Connecting with Newcastle University
PraxisAuril connected with member universities to see if any were interested in the opportunity. Martin Cox, Director of Business Development and Enterprise at Newcastle University, requested an introduction to learn more. After several email exchanges and calls, it was clear that Newcastle University’s interests and expertise aligned well with Leza’s.
At the time, Leza was managing the technology marketing activities at the University of Minnesota and Newcastle University was interested in guidance on best practices in IP (intellectual property) marketing. Leza was interested in learning about how UK universities facilitate industry partnerships and establish innovation districts. Newcastle University had demonstrated success in industry partnerships with Siemens, Dyson and P&G and was building out the Newcastle Helix innovation district.
After a two-year delay due to the pandemic, Leza arrived at Newcastle University in July 2022 for a 3-week visit. Leza’s remit was to review Newcastle’s current practices for marketing IP and to provide best practices to consider. In return, Newcastle University would share its learnings around business partnerships and innovation districts.
After only a few conversations, it was clear that there were many similarities and few differences. Most striking was the challenges each office faced were very similar although the root causes were sometimes different.
Similarities
Academics are the same everywhere. It doesn’t matter what university you are at. Many are highly focussed - you might say demanding - and can have particular expectations. As knowledge transfer professionals our role is to support their efforts to translate and commercialize their research with the ultimate goal of impacting society. We help them understand the commercial world and translate between academia and industry. We coach them through each step along the way. A Newcastle University Business Development Manager described the exchange of experiences working with academics as cathartic.
As knowledge exchange professionals, we need to be “Expert Generalists” and know about a lot of domains including scientific, business and legal. This keeps our work interesting but also presents challenges when training new employees and deciding what aspects of our work take priority.
Knowledge Exchange and Tech Transfer are about impact. In the US at one time, it had been about the numbers; number of invention disclosures, licenses and revenue. But now both US and UK universities are being judged on the impact they make on the region, the country and the world which cannot be neatly captured through statistics.
Differences
The most immediate difference between UK knowledge exchange and US tech transfer is the nomenclature we use. The concepts are the same but the names we use can be different or even mean different things depending on the context. For example, spin-out is the term UK universities use to describe a new company started based on university-owned IP where the university helped to incubate and launch the company. In the US, this type of company is called a startup. US tech transfer doesn’t use the term spinout but UK universities often use the word startup to mean student-initiated enterprises, typically where the university does not own the IP.
The most striking difference between Newcastle University and the University of Minnesota is the number of invention disclosures and licenses. Both universities are highly ranked and have schools covering all the major academic disciplines, however, the University of Minnesota receives about 350 invention disclosures per year almost 10 times the number of invention disclosures Newcastle University takes in. In line with invention disclosures, the University of Minnesota also signs more licenses. However, the Newcastle University team has a greater breadth of responsibilities than the team at Minnesota. The Newcastle team takes a very active role in supporting academics in obtaining translational research funding. They may even become a member of the research project team.
Challenges
Newcastle University and the University of Minnesota had two common challenges - marketing licensable intellectual property (IP) and promoting success stories.
Marketing IP with the goal of finding licensees does not get the time or attention needed. Evaluating invention disclosures, filing patent applications, and negotiating licenses often take priority over marketing. Upcoming patent deadlines drive quick attempts to get market feedback and find licensees. Proper marketing requires time and focus to identify target companies and contacts. Carving out time to proactively develop and deliver IP marketing campaigns is the primary challenge.
The intricacies and nuances of some IP can also mean that it doesn’t fit a particularly neat marketing funnel or buyer’s journey. This can make it difficult for an IP manager to translate to marketing teams the who, what, when, why, where and how of the IP licensing process.
Both universities agreed that they need to be more proactive and strategic in celebrating successes and promoting the good things they do. There are many things both are doing that have impact but many people both inside and outside the university don’t know about them. Ways to communicate successes to a broad audience were shared.
In summary, it was refreshing and revitalising to hear a fresh perspective and to learn how the other has gone about addressing similar challenges. The exchange is likely to have an immediate impact on both offices as they consider incorporating best practices and learnings from the other. Newcastle University Business Development and Enterprise team and the University of Minnesota Technology Commercialization team look forward to maintaining the connection that has been established and continuing to share best practices.
Individual reflections on the visit
Martin Cox, Director of Business Development and Enterprise at Newcastle University said:
We really enjoyed hosting Leza in Newcastle. Her experience and knowledge were incredibly helpful and she was able to get under the skin of some of our challenges really effectively. The report and recommendations she delivered was very insightful and has formed the basis of some excellent conversations about ways to improve some of our practices. We are already planning a follow-up visit to Minnesota next year to continue to build on the excellent relationships we developed this summer.
Tom Bramald, Head of Enterprise Marketing at Newcastle University:
I’m really proud of the progress we’ve made in marketing to support the work of our Business Development and Enterprise team. But licensing has been something that we’ve not been too sure about where to get involved. Leza’s visit has provided great insight and ideas for us. The similarities across our respective universities were striking and I’m really looking forward to continuing to work together.
Leza Besemann, Associate Director, Technology Commercialization at the University of Minnesota:
Innovation comes through listening, learning, considering other perspectives, and new experiences not just in your organization but across the globe. Through my conversations with the Newcastle University team, I gained a fresh perspective on Knowledge Exchange and came away with several new ideas to improve our practices and how we talk about impact.
Useful Links
References
MCMILLAN GROUP. 2016. University Knowledge Exchange KE Framework: Good Practice in Technology Transfer [Online]. HEFCE Bristol. Available: https://www.praxisauril.org.uk/sites/praxisunico.org.uk/files/2016_McMillan.pdf [Accessed 11 August 2022].
