Drug Rep Chronicle ~ 09-11

All about Professionalism, Performance, and the Pursuit of Selling Excellence
The good news is that there is a future beyond field-force downsizing.
The bad news is that, when it comes, you might not recognize your job
The future of the
pharmaceutical sales rep
A
ccording to a industry report issued by the Price water -
houseCoopers (PwC) consultancy, entitled Pharma 2020: Mar -
k eting the future, the sales and marketing efforts of pharmaceu-
tical companies are due for a major overhaul over the next decade.
Between 1996 and 2005, pharmaceutical
promotional spending rose from US$11.4 billion
to US$29.9 billion, with much of this money
going toward sales force expansion. As a result,
the industry is now saturated with sales reps;
between 1996 and 2005, the number of US sales
reps doubled, although the number of practicing
physicians only rose by 26 per cent. The influx of
drug reps is not economically justifiable as there
was a 23 per cent drop in dollar growth per detail
in 2004 and 2005, to cite one key statistic.
Recognizing this disparity, pharmaceutical companies have begun
downsizing their sales forces. A piece published in The New Economy
predicts employment in the 14 Big Pharma companies across the US,
Europe, and Japan to fall around 20 per cent between 2009 and 2015.
However, downsizing is merely a super-
Which kind of
drug rep are you?
by Shafiq Qaadri, MD, FRCPC
Member of Ontario Provincial Parliament, Etobicoke North
A
s a family physician, I have met hundreds of drug
reps, and they are a different species entirely,
about whom little has been written. So, to reme-
dy this, and with tongue planted firmly in cheek, I have
classified and tracked the behaviors and types of the more
memorable ones I’ve seen.
THE JOB HOPPER
Drug reps who have
switched jobs to their
competition face a
challenging predica-
ment. They must
change their market-
ing tune without damaging their own
credibility.
“Doctor, I don’t want to spin you, or at
least I don’t want you to realize
5 YEARS FROM NOW: WHO
WILL SELL WHAT TO WHOM?
A NEW REPORT ..................10
HOW WE DO IT AT
LUNDBECK, ACCORDING TO
DOMENIC MACCARONE 12
FACES/PLACES: MERCK’S
RANDY BUCYK: FROM THE
NHL TO PHARMA SALES ....14
For Canada’s Professional Healthcare Representatives No. 3, 2011 Autumn Edition
Please turn to page 8
Please turn to page 5
Pharma
2016:
Humira to pass
Lipitor; Sanofi
and Novartis
will challenge
Pfizer (p. 10)
drug rep chron_July 2011,incl_xions.qxd:drug rep chron_July 2011,incl_xions.qxd 03/10/11 10:56 AM Page 1
I N T R O D U C I N G
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to get the CRM tool that will empower your teams to
sell more and manage better.
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www.ghitechnologies.com
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Features That Fit the Way
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drug rep chron_July 2011,incl_xions.qxd:drug rep chron_July 2011,incl_xions.qxd 03/10/11 10:56 AM Page 2
Autumn Edition • 2011
PUBLISHER
Mitchell Shannon
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ISSN 1920-8111
Drug Rep Chronicle 3
DRUG REP CHRONICLE welcomes contributions from readers. In particular, we’re interested in hearing about
your personal experiences in the field, and you are especially welcome to keep us informed about your team’s
new developments, new appointments, and new practices.
If you’re submitting an article, opinion piece, press release, or letter to the editor for consideration, please
bear in mind that we select material for publication from a large volume of submitted material, and that we may
not be able to publish your submission in a specific issue (or at all) due to space constraints and other considera-
tions.
Our policies are: All material submitted to THE CHRONICLE becomes the property of Chronicle
Information Resources Ltd., and is subject to the company’s usual editorial procedures; We will not consider for
publication any material that has been simultaneously sent to other publications; Only original material or infor-
mation will be considered; Payment at our established freelance rates will be offered upon publication for feature
articles and for the following departments:
What Lies Ahead: Original articles of approximately 500 to 700 words dealing with trends that shape the healthcare
industry; and
My Turn: Opinion pieces of approximately 500 to 700 words, offering original commentary on issues facing the healthcare
industry.
Please refer inquiries to: Editor, Drug Rep Chronicle, 555 Burnhamthorpe Rd., Suite 306, Toronto,
Ont. M9C 2Y3 Canada. Fax 416.352.6199, E-mail: [email protected]
EDITORIAL DIRECTOR
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ASSISTANT EDITORS
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Alexander Young
SALES & MARKETING
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PRODUCTION & CIRCULATION
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COMPTROLLER
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The future of the pharmaceutical sales rep ..............1, 8
The good news is that there is a future beyond field-force downsizing. The bad news is
that, when it comes, you might not recognize your job
Which kind of drug rep are you?..................................1, 5
Dr. Shafiq Qaadri classifies and tracks the behaviors and types of the more memo-
rable examples of our species
New hope for reps who are drowning in data................4
Article sponsored by GHI Technologies
Five years from now,
who will sell what to whom? ......................................10, 12
Prognostications foresee Sanofi and Novartis challenging Pfizer’s sales supremacy, while
Humira is set to supplant Lipitor at the top of the charts
How we do it... at Lundbeck Canada................................12
DRUG REP CHRONICLE’s Alexander Young speaks with Domenic Maccarone,
senior director of sales at the Montreal-based specialty pharma organization
Faces/Places: Meet Randy Bucyk ..................................14
From shooting the puck for Les Habs to carrying the bag for Merck Frosst Canada,
Randy’s career has always been about winning
Drug therapies are replacing a lot of medicine as we used to
know it. —George W. Bush
The desire to take medicine is perhaps the greatest feature
which distinguishes man from animals. —William Osler, MD
drug rep chron_July 2011,incl_xions.qxd:drug rep chron_July 2011,incl_xions.qxd 03/10/11 10:56 AM Page 3
4 Preview Edition
“P
harmaceutical sales reps are either
drowning in too much data, or not able to
access the strategic business information
that they need to do their job effectively”, according
to Tom Kavouras, Vice President of Business
Intelligence at GHI Technologies in Mississauga,
Ont.
“Many pharma companies are still using old
information systems for data storage and data pro-
cessing that do not recognize the evolving needs of
today’s pharmaceutical salesforce. And, many are
not taking advantage of new tech-
nology options such as “cloud
computing”, where both compa-
ny data and software can be more easi-
ly accessed on-demand via a
secure computer connection
to the internet.”
In addition, the role of
the pharmaceutical sales rep is
changing from simply promoting
the company’s products to play-
ing a more active role in the over-
all planning and management of the
company’s business. However, to do this, they need
better data and better decision-making tools.
The good news is that new advances in busi-
ness intelligence technology are now available that
effectively address all of these issues… new
options that will change the rules of the game.
As noted by Graham Hislop, Managing
Director of GHI Technologies, “Sales people can
now access sales reports and other business infor-
mation using mobiles devices like their iPhone,
iPad, or BlackBerry … for the cost of a data plan on
a cell phone, you can empower your sales reps and
help them to achieve a much higher level of per-
formance”.
What is Business Intelligence?
Business intelligence [or BI] refers to the various
activities that a company undertakes to gather and
analyze sales and marketing information about their
product sales, their markets, and their competitors.
In the pharmaceutical industry, an abundance
of sales and marketing data exists for business
planning and analysis, with much of it sourced exter-
nally from suppliers such as IMS Health/Brogan. In
addition, sales reps can also provide valuable
input/feedback on company marketing programs, as
well as play an important role in helping sales man-
agement to stay in touch with what is happening in
the marketplace.
But, the real challenge in most pharma compa-
nies is not lack of sales and marketing data, but how
to organize it so that it is user friendly… and that is
where new
business
intelligence soft-
ware tools, such
as PharmaBI.com
fit in.
PharmaBi.com is a powerful new data analy-
sis and reporting solution, based on a SaaS [soft-
ware-as-a-service] model, that has been developed
specifically for pharmaceutical companies by GHI
Technologies.
PharmaBi.com is very easy to set up, and can
be integrated seamlessly with existing Microsoft
Office software products, such as Excel, as well as
with other web-based application platforms such as
Sharepoint. It is also a very flexible decision sup-
port tool that can be configured in a variety of ways
for creating standardized reports for tracking and
benchmarking of sales and market performance, or
as a fully customized dashboard for in-depth analy-
ses of ad hoc marketing and sales issues.
According to Tom Kavouras, “With
PharmBI.com, you can easily and quickly analyse
ANY type of sales or marketing data from ANY
database, including easy integration of IMS
Health/Brogan audit data with sales call data from
your salesforce CRM system or with any other
internal sales or marketing data.”
How It Can Help?
PharmaBi.com significantly enhances the overall
business intelligence capabilities of both pharma-
ceutical sales reps and sales management, and can
be used for a wide range of business planning and
analysis applications, that includes:
• Setting of product sales targets [by month, quarter,
or year] for each sales territory and sales region
• Annual alignment/optimization of sales territories
[for both existing sales teams, as well as for
expanded sales teams, and new product
launches
• Analysis of key performance indicators [KPIs],
including product
sales trends, by sales rep and sales region
• On-going tracking and analysis of sales call activi-
ty and salesforce productivity [reach, frequen-
cy, impact on sales, etc.]
Using PharmaBi.com, sales reps can better
identify the most valuable physicians on their sales
territory, and create individualized customer pro-
files based on physi-
cian prescribing
behaviour [ie - what
drugs these doctors use,
and how frequently
they use them]. It
also allows
them to easily
track product sales (vs.
target) each month, and analyze
where their sales growth is coming from.
And, from an overall company perspective, it
provides a tool for sales management to assess the
impact of various field medical promotions, to evalu-
ate return on selling effort [ROE], and to determine
how best to allocate and focus field selling activities
for maximum sales success.
The Bottom Line
Sales managers often have to hunt for important
sales, marketing, and financial data that is frag-
mented and scattered in different departments
throughout their company. Using PharmaBI.com, all
of this critical business intelligence can now be cen-
tralized and easily turned into an actionable report
or viewed through an executive dashboard … this
saves enormous amounts of management time and
effort, and eliminates inefficiencies.
As PharmaBi.com is a subscription-based
software service, you also only pay for what you
use, so this further optimizes your company’s total
return on its investment in business information. In
fact, by using PharmaBi.com, you may very well
reduce the total cost of external sales and market-
ing data and related consulting services that you
are currently purchasing.
With PharmaBi.com, you can now significantly
“raise the existing bar” of performance with your
company’s sales team. For a free 30 day trial,
please contact Graham Hislop at 1-905-821-9210
(ext 234).
The idea may be
beginning to dawn on
salesforce managers:
‘Why waste time, when
the answer’s in the cloud?’
Drowning in data
New hope for reps who are
Advertising feature sponsored by GHI Technologies
drug rep chron_July 2011,incl_xions.qxd:drug rep chron_July 2011,incl_xions.qxd 03/10/11 10:56 AM Page 4
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free digital edition
of Drug Rep Chronicle,
in your e-mail inbox at
www.drugrep.tk
it. I know I was in here a month ago talk-
ing about Perck’s cholesterol medication.
But that was before I knew about Mizer’s
medicines.” (Which means, be fore he or
she joined Mizer.)
Then I ask if they changed companies
because they believe in the new compa-
ny’s medications. They nod in the affirma-
tive, but what they’re actually saying is,
“Are you kidding? You should have seen
the signing bonus.”
THE NEWBIE
The newbie is an overwhelmed
beginner and speaks in the ten-
tative tone of someone
who’s memorized what
they have to say: “Well, doc, I
just learned what a ventricle
is, as I’m new to this therapeutic area, but
I think this is just the drug you’re looking
for. I actually majored in English lit. and
don’t fully understand my own detail
piece, but it’s pretty isn’t it?”
Because their knowledge has just
been acquired, they are easy to destabilize.
They are completely alarmed when forced
to speak off-script, and their confidence
crumbles. I’ll ask questions like: “Will
that medication make teeth fall out, as Mr.
Roberts has only two teeth left, and he’s
grown quite fond of them?”
THE EXPERT
Some of my reps have been
around for decades, and they
dress and behave as if they
were the CEOs of their
companies. Such reps don’t
feel as if they need data, or articles, or any
outside information about their drugs—
they feel their personal recommendation is
enough.
“My brother is head of gastroenterol-
ogy at the Scripps Institute, and he was
visiting the other day,” this CEO-type says
to me in an accent worthy of the House of
Lords. “Over some port, I was discussing
the use of my drug. And he agreed with
my idea; it’s not just an acid medicine, but
could also have wide application for pso-
riasis.”
The fellow speaks as if he is sharing
privileged information meant exclusively for
me, and had I enough sense to understand, I
would immediately prescribe his drug for
the off-label indication he was touting.
THE BEAUTY
Certain reps just happen to be
unsettlingly attractive, sur-
rounded by their own
cloud of perfume and out-
rageously well-dressed. One
can’t really say too much in
print here. But I do recall a rep who came
in wearing a rather low-cut dress, with a
sticker of her medication prominently dis-
played on the exposed skin of her left
breast. Need I say more?
THE ENTHUSIAST
Some reps are at a disadvantage as there’s
not much to distinguish their
drug from its competitors.
Yet they still enthusiasti-
cally promote another me-
too product. Then you get to
watch reps stretching to find any story to
tell.
“Doctor, I know there are lots of ACE
inhibitors on the market. Probably you’ve
already used benazepril, captopril, cilaza-
pril, fosinopril, enalapril, lisinopril,
quinapril, perindopril, ramipril and tran-
dolapril. But MYpril really is more of a
pril than the other prils.”
THE GIFT-GIVER
Reps often leave re minders of
their drugs. We all have huge
collections of unused
patient calendars, audio
and video tapes, questionnaires,
CDs and so on. They seem
very helpful, but to match the patient with
Which kind of
drug rep are you?
—continued from page 1
Tel: 514-674-1851
Fax: 1-866-225-3973
[email protected]
www.learningandrago.com
Needs / attitudes
assessment
Learning experience design
Learning facilitation
Learning and change evaluation
Learning transfer
Coaching to the application
Trainers guidance and training
Training practices sounding board
Icons courtesy of CSTD
Marc Lalande, M.Sc., CTDP
Drug Rep Chronicle 5
drug rep chron_July 2011,incl_xions.qxd:drug rep chron_July 2011,incl_xions.qxd 03/10/11 10:56 AM Page 5
6 Autumn 2011 Edition
News
nSINKING HEADCOUNT: Merck will cut an additional
13,000 jobs by 2015, despite also reporting strong Q2 sales.
Revenues rose 7 per cent, to US$12.15 billion, from US$11.35
billion in the same quarter last year. nNovartis slashed 2,500
positions across the world last year in a cost-control drive, says
the Swiss daily Tages Anzeiger. The company’s cross-town rival
Hoffmann-La Roche announced it is moving to eliminate sev-
eral thousand jobs. nPfizer’s global restructuring, aimed at
axing 20,000 jobs, is underway, and the company’s German unit
seems intent on creating a much smaller field force that empha-
sizes specialized drugs. The business newspaper Handelsblatt
reports Pfizer Germany is shifting away from its “army of reps
that once promoted mass-market blockbusters,” and excising
headcount from its primary-care operations.
n RISING DRUGISTS: Québec docs say they don’t mind if the
province empowers pharmacists to pick up some of the slack in
healthcare delivery. Québec Medical Association (QMA) prexy
Dr. Ruth Vander Stelt says her members “...agree with a greater
contribution from pharmacists, but not to the detriment of
patient safety.” Possible expansion of prescribing power to
druggists may include allowing pharmacists to extend some
scrips, and adapting a prescription, if the prescribing doc is
informed and agrees. Quebec MDs say they oppose allowing
pharmacists to order lab tests.
n TECHNOLOGY AND OTHER ANNOYANCES: At
last, a vote of confidence for drug reps over our soulless new
robotic competitors. Only a third of doctors believe that the use
of an iPad or similar device during a sales call provides a better
experience than a sales call from a rep using printed material or
a traditional laptop. This discovery was published by Mobi
Health News. Reason docs are sour on iPad apps? Evidently,
some of the detailing programs currently being used are
thought to have been developed hurriedly, and are judged by the
physicians to be lacking in substance. nIn another finding that
challenges conventional pharma wisdom, e-prescribing may
increase medication errors, according to a report published in
the trade magazine Informat ionWeek. According to the report,
redundant medication orders occurred more often with com-
puterized physician order-entries than without. Nub of the
problem: poor communications at the point where doctors
hand off information to patients, and defective medication data-
bases that fail to identify potential duplications.
n M&A MADNESS: Par Pharmaceutical will buy privately held
Anchen Pharmaceuticals for $410 million in cash, to pump up
its generic Rx portfolio
n PHILANTHROPY: Lundbeck Canada will invest $2.7 mil-
lion to fund the establishment of the Canadian Depression
Biomarker Network, a Canada-wide research study into the
biological markers (biomarkers) of depression involving six
academic centers across Canada.
Alexander Young reporting from the DRUG REP CHRONICLE news desk
the leave-behind is difficult.
The most amusing leave-behind
was a talking picture-frame left by
one of the reps. The young lady was
selling an antibiotic; to help me
remember her drug, she got one of
those talking picture frames in which
she put her photo and recorded a mes-
sage. When I push the button, I heard:
“Dr. Qaadri, please remember our
anti biotic kills the bugs deader than
our competitors.”
THE MANAGER REVIEWED
Reps will often bring in their
manager for a field visit, and
sometimes they even tell
me the day before they’re
coming. The rep is always
tense during such encounters, as this is
something of a performance review. And
even if I can barely recognize my rep—
since he hasn’t visited in the past nine
months—it is understood I will be pleased
with his impeccable service.
With the manager in the room, I find
my rep is suddenly more courteous, knowl-
edgeable and obliging. I let the manager
know my rep has established rapport, taken
care of my needs, addressed my concerns
and other worthy goals.
THE MBAer
A rep with an MBA is grudgingly doing
fieldwork—and desperately
waiting to go back to head
office. They will deny
this, of course, and give a noble
spin.
“I’ve actually enjoyed
my time out in the real world,” they’ll
say. “I meet our customers and find out
about their needs.” This means: “Look,
I’m in line to be associate product man-
ager. I’ve got to do five more months of
penance, and then I’ll be rescued by head
office!”
Once their cover is blown, they relax
and often share interesting insights into
the pharmaceutical industry. “I sure am
tired of lugging around all these sam-
ples,” they’ll say. “The higher-ups don’t
see me, and I’m missing all the corporate
politics where all the real decisions are
made, because out of sight means out of
mind. You can’t make marketing director
like that.”
Which kind of
drug rep are you?
— continued from page 5
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drug rep chron_July 2011,incl_xions.qxd:drug rep chron_July 2011,incl_xions.qxd 03/10/11 10:56 AM Page 6
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8 Autumn 2011 Edition
ficial solution to a far more complex prob-
lem that plagues pharmaceutical compa-
nies. The main issue is that the selling tech-
niques of sales reps have become ineffec-
tive due to shifting trends in the industry.
One such trend is the growing popu-
larity of self-prescription through e-pre-
scribing. With rising healthcare expendi-
tures, payers have begun to take health-
care decisions into their own hands.
Using e-prescribing, healthcare payers are
able to influence the prescribing decisions
of doctors by providing them with clinical
and financial information. Moving for-
ward, drug reps need to be more cog-
nizant of the information privy to payers
in order to better understand the decision-
making processes of doctors to whom
they pitch products.
Switch to specialties
A second major trend is the
shift in pharmaceutical
development focus from
primary-care products for
mass market consump-
tion to specialist
t h e r a p i e s .
Specialist thera-
pies need to be
marketed differ-
ently, as they are
more complex (for
ex ample, many of
the new medi-
cines will be tar-
geted at previ-
ously unrecog-
nised conditions,
because the knowl-
edge re quired to dis-
tinguish be tween
different disease sub-
types did not exist),
requiring diagnostics
and support services.
Since specialist
therapies are
prescribed by
s p e c i a l i s t s
rather than
general practitioners, the average drug rep
of the future will need to possess consid-
erably more scientific knowledge to com-
municate with well-informed physicians.
That being said, physicians may not
even be the focal point of sales calls in the
future. “Sales will be focused less on
the physician and more on
the organization (for
example, government
programs such as
Medicare, private insur-
ance companies, or
health systems) that pays for the products,”
says Attila Karac sony, Dir ector of Global
Pharma ceutical and Life Sciences at PwC.
Finally, a shift in focus towards
patient education will see sales forces
becoming smaller, smarter, and capable
of engaging with powerful healthcare
payers and medical specialists. The
importance of education can be attrib-
uted to both the complexities of special-
ist therapies and the growing desire of
patients to know what they are getting
for their money. Karacsony ex plains,
“The traditional sales rep will likely
evolve into one more focused on educa-
tion and be part of an account team that
manages a relationship with the payer.”
The message is clear: drug reps will
need to adapt lest they be come obsolete.
Rising importance of
pharmacoeconomics
Simon Jay, president of the pharma-
ceutical consulting company
In Initiative Inc., offers this
insight: “The need for in -
creased scientific knowl-
edge and the ability to com-
municate it is growing,
but so is the need for
the ability to com-
municate the orga-
nizational and
pot ential eco-
nomic value of
the company to
the purchaser or
payer. Often this
goes beyond the
scope of a single
product and a corpo-
rate approach may be -
come necessary in order to
achieve any level of compet-
itive advantage. Essent ially
the company with the bigger
basket of goods may
prevail because they
can deliver a
higher level of
benefit, subsi-
dized across their
entire offering.”
‘The future of the Pharmaceutical Sales Rep
— continued from page 1
Among other coming
changes, ‘sales will be
focused less on the
physician and more on
the organization that
pays for the products’
drug rep chron_July 2011,incl_xions.qxd:drug rep chron_July 2011,incl_xions.qxd 03/10/11 10:56 AM Page 8
drug rep chron_July 2011,incl_xions.qxd:drug rep chron_July 2011,incl_xions.qxd 03/10/11 10:56 AM Page 9
10 Autumn 2011 Edition
P
fizer will maintain pole-
position as the world’s
biggest seller of Rxs through
through 2016, but the com-
pany’s perennial market
leader, atorvastatin (Lipitor), will be passed
by rheumatoid arthritis Tx adalimumab
(Humira, Abb ott/ Eisai.) That prediction is
according to a report published by the ana-
lysts at the U.K. consultancy,
EvaluatePharma, in their recently
released World Preview 2016
(2
nd
Edition.)
The report says Lipitor’s
patent expiry this year is the
forerunner of the steepest decline
in the industry’s patent cliff, with
US$139 billion predicted to be
lost from sales of branded Rxs
between now and 2016. That
amounts to approximately 20 per
cent of the entire global pharma-
ceutical market in 2010, the
researchers note.
Meanwhile, the race for the
top spot among Big Pharma rev-
enue-producers is going to be
close, with Sanofi and Novartis
breathing down Pfizer’s neck. All three
companies are expected to have prescrip-
tion drug sales in the region of US$50 bil-
lion by 2016, the report suggests.
Despite predictions that sales of its
prescription drugs are set to decline from
US$54.1 billion last year to US$51.2 bil-
lion by 2016, Pfizer is expected to hang on
to the industry’s top spot, but just barely,
with Sanofi and Novartis catching up fast.
Sanofi’s US$20
billion acquisition of
Genzyme, predicted
growth in emerging
markets and its vac-
cines business have
significantly boosted
the outlook for the
French group’s phar-
maceutical revenues.
Forecast sales in 2016
of US$50.2 billion are
US$11.2 billion high-
er than in the same
analysis conducted in
April 2010.
Prognostications foresee Sanofi and Novartis challenging Pfizer’s sales
supremacy, while Humira is set to supplant Lipitor at the top of the charts
Five years from now,
Prospects for
Nov ar t i s’
p h a r ma -
c e u t i c a l
busi -
ness
h a v e
been boosted by key regulato-
ry approvals for oral MS Tx
fingolimod (Gilenya) and nilo-
tinib (Tas igna), a successor
product to leukemia block-
buster imatinib (Gleevec.)
The fastest growing com-
pany in the Top 10 in prescrip-
tion revenues is expected to be
Teva, the Israeli clonemeister.
The generics giant is rapidly
becoming a Big Pharma main-
stay, through its aggressive
M&A strategy, which increas-
ingly spans the industry spec-
trum from generics to innova-
tive technologies.
The EvaluatePharma re port shows
that Teva increased its share of the global
generics market to 18 per cent in 2010,
and the company is well placed to benefit
the most from the blockbuster patent cliff.
In contrast, the outlook for Merck has
been tempered somewhat, hit hardest by
the Phase III failure of novel anti-coagu-
lant, vorapaxar. A year ago Merck was
seen as Pfizer’s closest rival for the top
spot in 2016, but the company now sits
outside the top five.
Letting go of Liptor
Estimated global sales of Lipitor of
US$10.6 billion means 2011 will be the
last year the cholesterol-lowering agent
tops the rankings, with Humira expected
to be the biggest selling medicine in 2012
with sales of
Company Worldwide
annual
sales
($bn)
2010
Worldwide
annual
sales
($bn)
2016 est.
Worldwide
annual
sales ($bn)
% growth,
2010-16
Worldwide
market
share
2010
Worldwide
market
share
2016
1 Pfizer 54.1 51.2 (1) 8.0 6.0
2 Sanofi 36.6 50.2 5 5.4 5.9
3 Novartis 41.4 49.7 3 6.1 5.8
4 GSK 35.6 45.0 4 5.3 5.3
5 Roche 35.6 43.6 3 5.3 5.1
6 Merck 40.4 42.3 1 6.0 5.0
7 AstraZeneca 32.1 27.0 (3) 4.7 3.2
8 Abbott 19.9 24.4 3 2.9 2.9
9 Teva 14.5 23.9 9 2.1 2.8
10 J&J 20.7 21.0 1 3.1 2.6
Product,
company
Target Product
sales
($bn)
2010.
Product
sales ($bn)
2016 (est)
Growth
%
1 Humira, Abbott/Eisai RA 6.7 9.7 5
2 Avastin, Roche Ca 6.2 7.8 3
3 Rituxan, Roche/Biogen Ca 6.1 7.7 3
4 Crestor, AstraZeneca Statin 6.1 7.5 3
5 Enbrel, Takeda/Pfizer RA 7.3 7.2 -
6 Advair, GSK Asthma 8.1 7.0 (2)
7 Januvia/Janumet, Merck Diabetes 3.5 6.8 10
8 Herceptin, Roche Ca 5.2 6.5 3
9 Remicade, J&J/Mitsu RA 6.5 6.1 (1)
10 Prevnar, Pfizer Pneumo 2.4 5.8 13
who will
sell what
to whom?
Evaluate Pharma World Preview 2016
Please turn to page 12
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drug rep chron_July 2011,incl_xions.qxd:drug rep chron_July 2011,incl_xions.qxd 03/10/11 10:56 AM Page 11
12 Autumn 2011 Edition
H
H
o
o
w
w
w
w
e
e
d
d
o
o
i
i
t
t
... at Lundbeck Canada
S
pecialty pharma companies have gained recognition during the past few years for providing a
roadmap to the industry’s post-blockbuster future. DRUG REP CHRONICLE’s Alexander Young recent-
ly spoke with an industry figure well-versed in the specialty environment: Domenic Maccarone,
senior director of sales at Montreal-based Lundbeck Canada.
What is Lundbeck’s selling philosophy?
Lundbeck focuses on uncovering the problems physicians face with their currently prescribed medications,
understanding the implications of such issues with respect to patient care, and demonstrating how Lundbeck’s
products provide the best solutions. Recognizing that it is useless to offer a solution to a problem that does not
exist, it is imperative that sales reps provide value to physicians
by being able to bring solutions to problems that physicians are
facing when treating patients.
Lundbeck has been involved in joint sales ven-
tures in the past. What are the advantages and
disadvantages of now detailing as a single enti-
ty?
One of the main advantages of having another company help
to promote a product is the ability to reach more doctors.
Lundbeck’s past partnership with Biovail aided in the launch and
success of the antidepressant Celexa, as Biovail is a well-estab-
lished company with knowledge of the territory and strong rela-
tionships with physicians. Conversely, the challenge of co-pro-
moting with another company is that they have their own prod-
ucts and might be calling on the same doctors. Doctors are very
busy and they only really want to see one rep with one product for one company. Additionally, with co-promo-
tion, since you cannot control or influence the behavior of another organization’s sales force, it is difficult to
ensure that your company’s standard of representation is being met.
How does Lundbeck currently detail?
Lundbeck uses a hybrid system, wherein one rep calls on all the physicians in a given territory. Therefore, each
rep must be knowledgeable enough to address both specialists and GPs, as any given territory will have multi-
ple types of physicians. With regards to the detailing process itself, since specialists have tougher cases than
GPs, reps need to spend more time addressing the issues faced by specialists and must rely more on evidence-
based research and clinical papers when selling pharmaceutical products to them.
How will Lundbeck ensure its success moving forward,
given reimbursement trends?
Reimbursement is a trend in Canada that is going to continue into the future. To ensure its success moving
forward, Lundbeck, and really any other pharmaceutical company, must be able to demonstrate the value of its
products to all stakeholders. Price is definitely a consideration, but it should not be the only factor that deter-
mines whether or not a drug gets listed on the formulary. Lundbeck must provide evidence to show that its
more expensive drugs offer sufficient value to justify higher costs.
n Each issue, this feature profiles unique selling approaches and highlights best practices at specific
organizations. We invite your comments and feedback. Write to: [email protected]
Domenic
Maccarone
US$8.7 billion. Humira is
forecast to grow 5 per cent
annually, to reach US$9.7 bil-
lion by 2016, almost US$2
billion higher than its nearest
challenger, Roche’s Avastin.
The cancer antibody was once
regarded as Lipitor’s heir
apparent before a number of
clinical and regulatory set-
backs in the last 18 months.
Biotech products target-
ing cancer and rheumatic dis-
orders are seen accounting for
six of the Top 10 products in
2016. Of the three small mol-
ecule drugs, Astra Zeneca’s
lipid Rx Crestor has been
boosted by a successful legal
defence of its patent until
2016. A receding generic
threat in the U.S. is benefitting
Glaxo’s respiratory medicine
Advair, while Merck & Co’s
Januvia franchise goes from
strength to strength and is
expected to dominate the non-
insulin market for diabetes
agents.
Pipelines, patents and
other unknowables
According to Evaluate Phar ma
head Jonathan de Pass: “Our
revised outlook for 2016
shows how competitive the
landscape will be for the big
pharma players—key pipeline
successes or failures, or the
outcome of courtroom patent
battles, could dramatically
change the current picture”.
More information on
Evaluate Pharma’s World Pre -
view 2016, which assesses
forecasted trends in prescrip-
tion drug sales, R&D spend,
therapy area growth and the
performance of marketed and
pipeline products, can be
found at EvaluatePharma’s
website, www.evaluatephar-
ma.com.
Five years
— continued from page 10
drug rep chron_July 2011,incl_xions.qxd:drug rep chron_July 2011,incl_xions.qxd 03/10/11 10:56 AM Page 12
Canada’s Answer to Quality in Contract Sales
www.vanguardpharma.com
[email protected]
800.573.2031
What Pharmaceutical Representatives
Should Know About Us:
• We’re a contract sales company tha
operates like a big pharma company!
• Fully salaried positions — never fee/call
• Bonus opportunities —always!
• HR benefits — of course!
• The best representative support
system in the contract selling business!
What Pharmaceutical Companies
Should Know About Us:
• Nearly 20 years of success in Canada
(1993-present)
• Over 100 active sales representatives
in 2011
• Individual placements (mat ernity
leaves, illness leaves)
• Turn-key national programs
• An impressive track record of project
renewals and success!
To request a Capabilites Presentation or to submit a resume:
drug rep chron_July 2011,incl_xions.qxd:drug rep chron_July 2011,incl_xions.qxd 03/10/11 10:56 AM Page 13
14 Autumn 2011 Edition
Meet Randy Bucyk, a representative with Merck Frosst Canada, the Kirkland,
Que.-based unit of the world’s second-largest healthcare company.
For Randy, there is no such thing as a typical work day at Merck. Some days are spent out in the field talking with
clients and reps, whereas other days involve office work analysing reports regarding market share and budget utilization, to
name two examples. That being said, Randy derives his job satisfaction from the fact that each day brings its own new set of chal-
lenges.
After a 10 year career as a professional hockey player, which included stints with the Montreal Canadiens and Calgary Flames
and culminated in a Stanley Cup ring, Randy went back to school to finish his engineering degree. Randy used this educational
background as a platform to launch a career in technical sales with Merck.
For Randy, the transition from a career in athletics to one in pharmaceutical sales was logical, as the two professions demand
similar traits for success. For example, the leadership and teamwork skills that Randy developed as a professional athlete are those
that he uses on a daily basis at Merck. Randy has also found value in sharing his unique experiences as a means to connect with
clients and associates on a more personal level and to facilitate better communication.
Medicine makes people ill, mathematics makes them sad, and theology makes them sinful.—Martin Luther
The last sound on the worthless earth will be two human beings trying to launch a homemade space-
ship and already quarreling about where they are going next. —William Faulkner
Faces/Places
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