D. Max Crowley - What if Universities Have Built the Wrong Scorecard?
Technology transfer offices usually keep score with patents, licenses, startups and revenue. It's real proof research is moving beyond the lab. Yet it can miss some of the most interesting parts of the story. A technology might reshape clinical practice, influence public policy or strengthen a community without ever producing a commercial outcome that fits neatly into an annual report. As tech transfer evolves, there's a growing opportunity to look past the traditional scorecard and ask how does university research actually create value, how can that value be tracked, and how can TTOs make those connections more visible? I'm joined by Dr. D. Max Crowley, Director of the Prevention Research Center at Penn State, the C. Eugene Bennett Chair in Prevention, Professor of Human Development and Family Studies and Public Policy, and Director of the Evidence to Impact Collaborative. His work sits at the intersection of prevention science, economics, public policy and implementation, focused on translating research into better outcomes for children and families. He's been funded by the NIH, the Robert Wood Johnson Foundation, the Annie E. Casey Foundation, the Doris Duke Charitable Foundation and other major organizations. His career-long focus on how knowledge moves into practice gives him a distinctive perspective on how we define and measure impact in tech transfer. We talk about what it means to treat commercialization as one stop on a much longer road from discovery to real-world use. We talk about why relationships with industry, government, healthcare systems, nonprofits and communities can matter as much as the transaction itself. TTOs are uniquely positioned to help universities track where their research actually ends up. We also dig into the challenge of measuring impact that can take years to surface, the limits of short-term metrics, and what belongs on a more meaningful impact dashboard. In This Episode: [03:04] Why universities may be using the wrong scorecard to measure research impact and what a broader definition of success could look like. [04:39] Traditional tech transfer metrics such as patents, licenses, startups, and revenue only capture part of the value created by university research. [07:58] The growing opportunity for TTOs to take a leadership role in demonstrating the broader public impact of research. [11:56] Moving discoveries from basic research into real-world use requires stronger connections across the university rather than leaving the responsibility solely to technology transfer. [14:35] Building stronger relationships with licensees can give universities greater insight into what happens after a technology is commercialized. [18:28] Changing incentives for faculty and staff could encourage greater recognition of research adoption, collaboration, and public impact. [26:01] Annual reporting requirements can be difficult to reconcile with meaningful outcomes that may take years or decades to emerge. [29:00] A broader impact dashboard could track external partnerships, policy influence, and where university research is actually being used. [32:59] One practical place for TTOs to begin is by mapping their existing relationships with government affairs, outreach, and other externally focused offices. [35:02] Looking ahead, successful TTOs may play a much larger role in telling the complete story of university research and its impact on society. Resources: AUTM D. Max Crowley, Ph.D. - Penn State Evidence-to-Impact Collaborative Overton Index Pennsylvania’s Public Universities Seek to Strengthen Partnerships, Boost Trust, and Deepen Impact Daniel Max Crowley - LinkedIn




