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8/3/2019 Drug Rep Chronicle ~ 09-11
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All about Professionalism, Performance, and the Pursuit of Selling Excellenc
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 thepharmaceutical sales rep
According to a industry report issued by the Pricewater -
houseCoopers (PwC) consultancy, entitledPharma 2020: Mar-
keting 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 ofdrug rep are you?byShafiq Qaadri, MD, FRCPC
Member of Ontario Provincial Parliament, Etobicoke North
As 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 Ive 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 dont want to spin you, or at
least I dont 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: MERCKSRANDY BUCYK: FROM THE
NHL TO PHARMA SALES ....14
For Canadas Professional Healthcare Representatives No. 3, 2011 Autumn Edition
Please turn to page 8
Please turn to page 5
Pharma2016:
Humira to pasLipitor; Sanofiand Novartis
will challengePfizer (p. 10)
8/3/2019 Drug Rep Chronicle ~ 09-11
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I N T R O D U C I N G
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sell more and manage better.
GHI Technologies|6551A Mississauga Rd.|Mississauga, ON L5N 1A6
www.ghitechnologies.comAndroidisatrademarkofGoogleInc.iPhoneandiPadare
trademarksof
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registeredintheU.S.
andothercountries.
Mobile CRM Anytime, Anywhere for Life Sciences
Features That Fit the Way
Your Pharma Field Team
Does Business
Multi-platform application supports a wide range of mobile devices.
8/3/2019 Drug Rep Chronicle ~ 09-11
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Autumn Edition 2011
PUBLISHER
Mitchell Shannon
Published by the proprietor, Chronicle Infor-
mation Resources Ltd., from offices at 555
Burnhamthorpe Rd., Suite 306, Toronto, Ont.
M9C 2Y3 Canada. Telephone:
416.916.2476; Fax 416.352.6199. E-mail:
Contents Chronicle Information Resour-
ces Ltd ., 2011, except where noted.All rights
reserved worldwide. The Publisher prohibits
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mission. Printed in Canada.
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(plus 13% HST).
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Product Agreement Number 40016917. Please
forward all correspondence on circulation mat-
ters to: Circulation Manager, The Chronicle of
Healthcare Marketing, 555 Burnhamthorpe
Rd., Suite 306, Toronto, Ont. M9C 2Y3
Canada. E-mail: [email protected]
ISSN 1920-8111
Drug Rep Chronicle 3
DRUG REP CHRONICLEwelcomes contributions from readers. In par ticular, were interested in hearing aboutyour personal experiences in the field, and you are especially welcome to keep us informed about your teamsnew developments, new appointments, and new practices.
If youre submitting an article, opinion piece, press release, or letter to the editor for consideration, pleasebear 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 ChronicleInformation Resources Ltd., and is subject to the companys usual editorial procedures; We will not consider forpublication 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 featurearticles and for the following departments:
What Lies Ahead: Original articles of approximately 500 to 700 words dealing with trends that shape the healthcareindustry;and
My Turn: Opinion pieces of approximately 500 to 700 words, offering original commentary on issues facing the healthcareindustry.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
R. Allan RyanASSISTANT EDITORS
Lynn BradshawAlexander Young
SALES & MARKETING
Henry RobertsPRODUCTION & CIRCULATION
Cathy DusomeCOMPTROLLER
Rose Arciero
Sign up to receive the free digitaledition of Drug Rep Chronicle,
in your e-mail inbox athttp://www.drugrep.tkFollow us on Twitter at
http://www.twitter.com/DrugRepChron
The future of the pharmaceutical sales rep ..............1, 8The 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, 5Dr. 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................4Article sponsored byGHI Technologies
Five years from now,who will sell what to whom? ......................................10, 12Prognostications foresee Sanofi and Novartis challenging Pfizers sales supremacy, while
Humira is set to supplant Lipitor at the top of the charts
How we do it... at Lundbeck Canada ................................12DRUG REP CHRONICLEsAlexander Young speaks with Domenic Maccarone,senior director of sales at the Montreal-based specialty pharma organization
Faces/Places: Meet Randy Bucyk ..................................14From shooting the puck for Les Habs to carrying the bag for Merck Frosst Canada,Randys career has always been about winning
Drug therapies are replacing a lot of medicine as we used toknow it. George W. Bush
The desire to take medicine is perhaps the greatest featurewhich distinguishes man from animals. William Osler, MD
8/3/2019 Drug Rep Chronicle ~ 09-11
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4 Preview Edition
Pharmaceutical 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
todays 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 ischanging from simply promoting
the companys products to play-
ing a more active role in the over-
all planning and management of the
companys 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. Inaddition, 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 productsales 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]. Italso 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 LineSales managers often have to hunt for importantsales, 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 companys 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
companys sales team. For a free 30 day trial,
please contact Graham Hislop at 1-905-821-9210
(ext 234).
The idea may bebeginning to dawn onsalesforce managers:
Why waste time, when
the answers in the cloud?
Drowning in dataNew hope for reps who are
Advertising feature sponsored by GHI Technologies
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6 Autumn 2011 Edition
Newsn SINKING HEADCOUNT: Merckwill 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 dailyTages Anzeiger.The companys cross-town rival
Hoffmann-La Roche announced it is moving to eliminate sev-
eral thousand jobs.n Pfizers global restructuring, aimed at
axing 20,000 jobs, is underway, and the companys 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.
nRISING DRUGISTS: Qubec docs say they dont mind if the
province empowers pharmacists to pick up some of the slack in
healthcare delivery. Qubec 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 arethought to have been developed hurriedly, and are judged by the
physicians to be lacking in substance.n In another finding that
challenges conventional pharma wisdom, e-prescribing may
increase medication errors, according to a report published in
the trade magazine InformationWeek. 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.
nM&A MADNESS: Par Pharmaceutical will buy privately held
Anchen Pharmaceuticals for $410 million in cash, to pump up
its generic Rx portfolio
nPHILANTHROPY: 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 REPCHRONICLE 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 theyre
coming. The rep is always
tense during such encounters, as this issomething of a performance review. And
even if I can barely recognize my rep
since he hasnt visited in the past nine
monthsit 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
fieldworkand desperately
waiting to go back to head
office. They will deny
this, of course, and give a noble
spin.
Ive actually enjoyed
my time out in the real world, theyll
say. I meet our customers and find out
about their needs. This means: Look,
Im in line to be associate product man-
ager. Ive got to do five more months of
penance, and then Ill 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, theyll say. The higher-ups don
see me, and Im missing all the corporate
politics where all the real decisions are
made, because out of sight means out ofmind. You cant make marketing director
like that.
Which kind ofdrug rep are you?
continued from page 5
ttwweeeettss
8/3/2019 Drug Rep Chronicle ~ 09-11
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8/3/2019 Drug Rep Chronicle ~ 09-11
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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
example, many of
the new medi-
cines will be tar-
geted at previ-
ously unrecog-
nised conditions,
because the knowl-
edge required to dis-
tinguish between
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 Karacsony, Director of Global
Pharmaceutical and Life Sciences at PwC.
Finally, a shift in focus towards
patient education will see sales force
becoming smaller, smarter, and capable
of engaging with powerful healthcare
payers and medical specialists. Th
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 explains
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 become obsolete
Rising importance ofpharmacoeconomics
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 andpotential eco-
nomic value of
the company to
the purchaser or
payer. Often th
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. Essentiallythe company with the bigger
basket of goods ma
prevail because they
can deliver a
higher level of
benefit, sub
dized across their
entire offering.
The future of the Pharmaceutical Sales Repcontinued 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
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10 Autumn 2011 Edition
Pfizer will maintain pole-
position as the worldsbiggest seller of Rxs through
through 2016, but the com-
panys perennial market
leader, atorvastatin (Lipitor), will be passed
by rheumatoid arthritis Tx adalimumab
(Humira, Abbott/ 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
(2ndEdition.)
The report says Lipitors
patent expiry this year is theforerunner of the steepest decline
in the industrys 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 Pfizers 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 industrys top spot, but just barely,
with Sanofi and Novartis catching up fast.
Sanofis US$20
billion acquisition of
Genzyme, predicted
growth in emerging
markets and its vac-
cines business have
significantly boostedthe outlook for the
French groups 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 Pfizers salessupremacy, while Humira is set to supplant Lipitor at the top of the charts
Five years from now,Prospects for
Novart is p h a r m a -
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 (Tasigna), 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 show
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 Pfizers closest rival for the top
spot in 2016, but the company now sitsoutside the top five.
Letting go of LiptorEstimated global sales of Lipitor of
US$10.6 billion means 2011 will be the
last year the cholesterol-lowering agent
tops the rankings, with Humira expected
to be the biggest selling medicine in 2012
with sales of
Company Worldwideannualsales($bn)2010
Worldwideannualsales($bn)2016 est.
Worldwideannualsales ($bn)% growth,2010-16
Worldwidemarketshare2010
Worldwidemarketshare2016
1 Pfizer 54.1 51.2 (1) 8.0 6.02 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 Productsales($bn)2010.
Productsales ($bn)2016 (est)
Growth%
1 Humira, Abbott/Eisai RA 6.7 9.7 5
2 Avastin, Roche Ca 6.2 7.8 33 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 willsell whatto whom?
EvaluatePharma World Preview 2016
Please turn to page 12
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12 Autumn 2011 Edition
HHooww wwee ddoo iitt... at Lundbeck Canada
Specialty pharma companies have gained recognition during the past few years for providing aroadmap to the industrys post-blockbuster future. DRUG REP CHRONICLEs 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 Lundbecks 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 Lundbecks
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.
Lundbecks 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 organizations sales force, it is difficult to
ensure that your companys 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]
DomenicMaccarone
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, Roches Avastin.
The cancer antibody was once
regarded as Lipitors heirapparent 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, AstraZenecas
lipid Rx Crestor has been
boosted by a successful legal
defence of its patent until2016. A receding generic
threat in the U.S. is benefitting
Glaxos respiratory medicine
Advair, while Merck & Cos
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 EvaluatePharmahead Jonathan de Pass: Our
revised outlook for 2016
shows how competitive the
landscape will be for the big
pharma playerskey pipeline
successes or failures, or the
outcome of courtroom patent
battles, could dramatically
change the current picture.
More information on
EvaluatePharmas 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 EvaluatePharmas
website, www.evaluatephar-
ma.com.
Five yearscontinued from page 10
8/3/2019 Drug Rep Chronicle ~ 09-11
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Canadas Answer to Quality in Contract Sales
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14 Autumn 2011 Edition
Meet Randy Bucyk, a representative with Merck Frosst Canada, the Kirkland,Que.-based unit of the worlds 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 withclients 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 demandsimilar 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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