Factual background
22In Vivo provided services, including marketing plans and sales strategies, to companies in the pharmaceutical industry. From October 1997 until August 2000, In Vivo Vic employed Dr Barbagallo as "business manager" of its Melbourne office. In that capacity, Dr Barbagallo effectively managed the Melbourne office, and was responsible for promoting the services of In Vivo to pharmaceutical companies.
23Dr Barbagallo was employed pursuant to a written contract, comprised in a letter of 23 August 1997. There was no restraint of trade provision in that contract, although Ms Sullivan, the managing director of In Vivo, sought to suggest that there was some oral agreement as to a restraint of trade. Be that as it may, In Vivo does not seek in these proceedings (and has not sought otherwise) to enforce any restraint of trade.
24Dr Barbagallo is a medical practitioner. His employment contract contemplated that he could continue to engage in private practice; that he would work for In Vivo Vic as its business manager; and that he would in addition provide "consultancy services" to In Vivo for its operations outside Victoria.
25Dr Barbagallo's duties included the preparation of proposals, called "pitches", for In Vivo to provide marketing and related services to pharmaceutical companies.
The Lipitor proposal
26The first proposal prepared by Dr Barbagallo (with input, which on In Vivo's case was substantial, from other employees including Ms Sullivan) was to Pfizer and Parke Davis, for what was known as the "Lipitor Act - Now Programme". As Ms Sullivan said, this proposal was "really big and nothing like anything we [had] done before" (affidavit affirmed 27 August 2010, para 29). Thus, In Vivo had to develop the proposal without recourse to any precedent or, to adopt the word used by In Vivo in its particulars, evidence and submissions, "template".
27Ms Sullivan said, and I accept, that the preparation of the Lipitor proposal (as for convenience I will call this document) required a lot of research, a lot of thought and a lot of writing.
28In essence, the problem that Pfizer and Parke Davis (the companies) wished to address was what is apparently called in the pharmaceutical industry "non-adherence": i.e., the phenomenon that people for whom medication has been prescribed do not take it, or stop taking it after some period of time, not necessarily on medical advice.
29The requirements of the companies, as they were understood by In Vivo, included the following:
...
A programme targeting the behavioural reasons for non-adherence must be developed.
This programme must include key stakeholders involved in therapy - prescribers, pharmacist, patients and their supporters, product representatives and potentially pathology providers.
The programme must seek to educate patients and prescribers on the need for therapy and motivate them to continue in the long term.
The programme must be evaluable.
The programme must be recognisable as a Lipitor initiative.
The programme must increase sales of Lipitor.
The agency chosen to develop the programme must be prepared to work with other agencies.
30The proposal submitted by In Vivo addressed those and other requirements. What it proposed was called the "Act - Now Programme", which was said to encompass:
... the period from pre-diagnosis (when the possibility of hyperlipidaemia becomes apparent) through the diagnosis, initiation of therapy, continuation and maintenance phases of treatment.
31The programme dealt with such marketing essentials as "branding" and "stakeholders" and then turned to examine the role that, it was expected, those "stakeholders" would play. In substance, it appears, persons for whom Lipitor was prescribed would be invited to join a "club" which would offer them certain benefits (and which, not by any means incidentally, would help to ensure that they continued to "adhere", to the great profit of the companies). The various "stakeholders" were seen to be essential to the object of minimising "non-adherence".
32There were various ways suggested both of enhancing the effectiveness and of the programme and (through a "study") evaluating its success.
33Attached to the proposal was a table summarising "attributes of current patient adherence programmes". As one might expect, the function of that table was to demonstrate that the Act-Now programme proposed for the companies would be far more effective than any similar programme in the marketplace.
34Towards the end of the proposal there appeared a "confidentiality notice". I set it out:
CONFIDENTIALITY NOTICE
The information and ideas presented in this document that are not in the public remain the intellectual property of In Vivo Communications Pty Limited.
This document or the ideas presented herein must not be disclosed to any person or persons unless directly involved in the assessment of the discussion document.
In Vivo Communications Pty Limited is the sole agent authorised to develop and prepare the projects recommended in this discussion document.
© Copyright In Vivo Communications Pty Limited 1999.
35The following points may be noted:
(1) despite the width of the claim for confidentiality, Ms Sullivan accepted in her evidence in chief that many parts of the Lipitor proposal were not confidential;
(2) in the course of cross-examination, Ms Sullivan accepted that further parts of the proposal were not confidential; and
(3) no claim has been made against Dr Barbagallo or his associated companies for breach of copyright, despite the claim of copyright that is made in the "confidentiality notice".
36The proposal also included, as appendices, the "project planning team", giving some details of their attributes and experience.
37In all, the proposal was about 60 pages in length. On any view, it is a detailed and (so far as the court can judge) well thought-out document, reflective of what was undoubtedly a great amount of work and thought put into its preparation.
38The proposal was to be put, or "pitched", to the companies. To assist in that process, In Vivo developed a powerpoint presentation described as "the Lipitor Patient Adherence Programme". The powerpoint presentation referred to Ms Sullivan as "group managing director" and to Dr Barbagallo as "business manager". It contained In Vivo's name and logo on every page. In the usual way of such things, the powerpoint presentation told those who were forced to sit through it what they could have found out in any event by reading the proposal that, undoubtedly, was provided to them at the same time. No doubt, it was thought that their comprehension might be assisted by the graphics contained in the powerpoint presentation.
39The powerpoint presentation concluded (after stating "we'd love to work with you on this project" and "thank you") by referring any questions to Ms Sullivan or Dr Barbagallo.
40Before I leave the Lipitor proposal, I should note the following matters:
(1) In Vivo had obtained advice from a marketing expert, a Mr Cumberland, as to what its "pitch presentation document" should do and say, and as to how the proposal should be presented; and
(2) neither the proposal nor its accompanying powerpoint presentation referred to the question of cost: that is to say, what In Vivo proposed to charge for the services that it was offering.
41In Vivo did not win the companies' business. According to Ms Sullivan, when she discussed with this Dr Barbagallo, she said that the documents could form "the basis of a template for adherence programme management which we should be able to sell into other Pharma clients bearing in mind of course the confidential nature of the work we have done for Pfizer..." (affidavit affirmed 27 August 2010, para 37). I mention this because, at least chronologically, it appears to represent the initiation of the "template" concept, which loomed large in In Vivo's case.
42I do note that although Ms Sullivan referred to the concept of confidentiality, she did so in terms which might be thought to suggest that the confidentially was that of the companies rather than In Vivo.
The Opticare proposal
43The next relevant proposal is one presented to a company known as Glaxo Wellcome for an asthma medication called "Opticare". Ms Sullivan played no part in the preparation or presentation of that proposal. Although it is said to have been based on the (unsuccessful) Lipitor proposal, it is different in many ways. First, it is far shorter. Secondly, and no doubt related to the first matter, it is far less detailed. It does however propose the involvement of pharmacists and medical practitioners, and the concept of a club (to be known as the "Optrol Patient Club").
44Further, and significantly, the Opticare proposal includes costings for the various elements of the proposal. As I have said, the Lipitor proposal did not include costings.
45Putting the Opticare proposal alongside the Lipitor proposal, it is very difficult to see that the latter was in any sense of the word (as it is usually understood - a pattern or model) a "template" for the former.
The Aropax proposal
46The next proposal prepared, and the one which is perhaps most contentious, was the "Aropax proposal". On Ms Sullivan's evidence, that proposal was prepared not in response to a brief from the pharmaceutical company but following discussions between Dr Barbagallo and an employee of that company.
47The company concerned was then known as Smith Kline Beecham. It has since changed its name to Glaxo Smith Kline. For convenience, I will call it, by reference to its later name, as "GSK".
48According to Ms Sullivan, Dr Barbagallo said to her that he thought he could "take the Lipitor proposal as a template and cut and paste that with a depression slant" (affidavit affirmed 27 August 2010, para 74; Aropax is an antidepressant medication).
49Ms Sullivan said that Dr Barbagallo and another employee of In Vivo Vic, Ms Michelle McKenzie, were "primarily responsible for the preparation and presentation of the Aropax programme proposal", although under her supervision (affidavit affirmed 27 August 2010, paras 77, 78).
50As with the Lipitor proposal, there was both a proposal for a "Patient Adherence Programme" and a powerpoint presentation to be given to the company when the proposal was presented.
51It seems to be clear that the Aropax proposal was based on the Lipitor proposal. It is structurally similar; it incorporates a lot of research; it proposes an adherence programme (in this case to be called the "A + Programme"); it provides for various "stakeholders" to be involved, and provides, among other things, for the roles that those stakeholders will play; it compares the proposal with other adherence programmes in the market; and it provides for some sort of validation study.
52There is more than structural similarity. As I point out at [135] and [136] below, it appears to have been the practice of In Vivo (and others engaged in the same field of business endeavour) to use the cut and paste technique to move from one proposal to another. It appears, further, that this technique was employed (in at least one instance, not entirely appropriately) in developing the Aropax proposal from the Lipitor proposal.
53Nonetheless, accepting that the Aropax proposal is both structurally similar to and incorporates, through cutting and pasting, elements of, the Lipitor proposal, nonetheless the Aropax proposal was designed to do a specific job. It was addressed to GSK, and to problems of non-adherence affecting GSK's medication Aropax. Lipitor is used to reduce levels of cholesterol. Aropax is used to treat depression. They are entirely different products, which are designed to treat entirely different diseases. Thus, as one would expect, the heart of the Aropax proposals relates specifically to Aropax and specifically to GSK.
54It may be, of course, that the Lipitor proposal could have been used to pitch for an adherence programme for another lipid-lowering medication. In that hypothetical case, no doubt, far more of the material in the Lipitor proposal could be used without adaptation. But that is not the case with which I am concerned.
55The powerpoint presentation named Dr Barbagallo and Ms McKenzie as the presenters, and as the people to be spoken to if there were any questions. It too was structurally similar to the Lipitor powerpoint presentation, and in fact many slides were, I think, copied directly from the Lipitor powerpoint presentation (for example, the slide pronouncing that "we'd love to work with you on this project").
56Nonetheless, as with the Aropax proposal itself, the specific detail of the powerpoint presentation is directed to GSK and its product, Aropax.
57The Aropax proposal contained the same confidentiality notice as did the Lipitor proposal. As was the case with the Lipitor proposal, that sweeping claim to confidentiality was not wholly maintained in chief, and was to some extent cut down further in cross-examination.
58There is another way in which the Aropax proposal and powerpoint presentation resemble their Lipitor equivalents. Neither of them makes any mention of the question of cost. According to Ms Sullivan, Dr Barbagallo said that he proposed to discuss the cost of the programme with Mr Jim Xenos of GSK in April 2000 (the proposal had been submitted in January 2000); and such a cost proposal was indeed submitted, separately from the proposal itself and the associated powerpoint presentation (affidavit affirmed 27 August 2010, paras 84, 85).
59GSK did not engage the services of In Vivo Vic (or any other In Vivo company) for the Aropax proposal.
The "sale" or "assignment" of the Aropax "concept"
60On 24 June 2000, Dr Barbagallo caused In Vivo Vic to send a letter (which he signed) to Mr Xenos of GSK. Omitting formal parts, that letter stated:
We are pleased to confirm the purchase of the A+Plus Programme concept by SmithKline Beecham (Australia) Pty Ltd from In Vivo Communications (Vic) Pty Ltd.
This purchase includes all conceptualisations, documentation and market research briefings developed in the proposal.
The purchase of the intellectual property of the A+Plus Programme (VSB 02) has been completely offset against the project credits owing to you for the Sheehan Specialist State Highlights Bulletins (VSB 19).
61According to Ms Sullivan, that letter was sent without her authority, or the authority of anyone else senior to Dr Barbagallo. It was put to her in cross-examination that Dr Barbagallo had sent her a draft, and obtained her approval to its being sent. Ms Sullivan denied that. For the reasons already indicated, I proceed on the basis that Ms Sullivan's evidence on this point should be accepted.
62Although it does not matter a great deal, the credit owing to GSK, the offsetting of which in effect provided the consideration for the "purchase", was $16,720.00. The records of In Vivo Vic suggest that this was more than the development cost, to that time, of the Aropax proposal and its associated documents. Ms Sullivan disputes that. To the extent that it matters, I proceed on the basis that Ms Sullivan's evidence should be accepted.
Dr Barbagallo leaves In Vivo
63Dr Barbagallo resigned from In Vivo Vic in August 2000.
64Apparently around this time, the companies that merged to form GSK were in the process of effecting that merger. After the merger was completed, and on 22 February 2001, Mr Brian Vincent (who was the group financial controller of In Vivo) wrote to Mr Xenos. So far as it is relevant, that letter stated:
...
With respect to Aropax, In Vivo invested in substantial intellectual property and committed valuable resources toward preparing the Aropax Disease Management Programme and was advised by you that SB were conducting detailed research into the recommendations contained in that programme. To date we have not received any feedback.
Now that your merger is "under the belt" is it envisaged that GSB will proceed with the programme in part of whole?
In Vivo is naturally keen to know and to be briefed on the results of the research and any future for the programme. I had therefore asked Peter to speak with you about the matter and this was the basis of his "outstanding issues relating to Aropax" and one reason for requesting a meeting with you.
...
65Mr Xenos replied on 7 March 2001. So far as it is relevant, his reply stated:
...
In relation to the Aropax Disease Management Programme, I agree In Vivo Communications certainly invested substantial resources in developing its proposal. However, in consideration for the foregoing of certain credits in our favour, all rights including all associated intellectual property was assigned to SmithKline Beecham (Australia) Pty Ltd by virtue of In Vivo's letter dated 24 June 2000.
While we are likely to go ahead with this Programme (a final decision has not yet been made), I regret to advise you we will not be using In Vivo to implement this Programme.
...
66Mr Vincent replied to that letter on 5 April 2001. So far as it is relevant, his reply stated:
...
I am concerned about the contents of your 4th paragraph in that you say "consideration for the foregoing of certain credits" was exchanged for "all rights". Could you please indicate what credits you are referring to.
I am also somewhat perplexed by your last comment in that you say you are likely to go ahead with the programme but will not be using In Vivo. Would you please advise the basis for your decision.
I believe SmithKline conducted extensive research into the programme. Did something turn up that was not acceptable to you? Has something occurred with In Vivo that precludes us from your project considerations?
I am sure you will appreciate my concern that a long-standing client has arrived at this position without our knowledge as to what may be the cause of the problem, if any.
I look forward to your early and frank response.
67In Vivo alleges that Dr Barbagallo took with him, when he left its employment, a number of documents.
68According to Ms Sullivan's affidavit affirmed 23 January 2009, Dr Barbagallo discovered the following documents of In Vivo's:
(1) a copy of the Aropax powerpoint presentation which copy was, on In Vivo's case, based on the Aropax powerpoint presentation that Dr Barbagallo prepared whilst he was still employed by In Vivo Vic;
(2) a copy of the Aropax patient adherence programme, which I have referred to above as the Aropax proposal;
(3) a copy of In Vivo's costing estimates for the Aropax programme; and
(4) a copy of "the "Lipitor" Programme proposal documents".
69For reasons that are not clear, the only one of those documents that was tendered is the first. What is comprised in the third and fourth categories is a matter of speculation at best.