Amylin Pharmaceuticals, Inc.'s Sales Force Strategy
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Case Details:
Case Code : MKTG216
Case Length : 19 Pages
Period : 2005-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Amylin Pharmaceuticals, Inc.
Industry : Pharmaceuticals
Countries : US
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Introduction Contd...
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As per this agreement, operating profits from products sold
in the US were shared equally between Lilly and Amylin. Lilly paid Amylin
royalties for products sold outside the US, for which Lilly had primary
responsibility. In the US, Lilly and Amylin co-promoted the product and both the
companies had their own sales force promoting Byetta.
Since it started marketing Symlin and Byetta in 2005, the Amylin sales force had
been organized into a primary care sales force focused on primary care
physicians4, and a comparatively smaller specialty sales force focused on
endocrinologists5 and other physicians with predominant diabetes practices.
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The new sales organization, adopted in 2009, merged the
primary care and specialty sales force of the company into a single
organization. The company hoped that the new sales force strategy with a leaner
sales force would help reduce costs and also increase the effectiveness of its
sales force...
Excerpts
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