Drug Rep Chronicle ~ 09-11

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


Pharma2016:

Humira to pasLipitor; Sanofiand Novartis

will challengePfizer (p. 10)


2/16

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3/16

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:

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[email protected]

Contents Chronicle Information Resour-

ces Ltd ., 2011, except where noted.All rights

reserved worldwide. The Publisher prohibits

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ters to: Circulation Manager, The Chronicle of

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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


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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


5/16


6/16

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


7/16

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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


9/16


10/16


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



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12/16


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


13/16

Canadas Answer to Quality in Contract Sales

www.vanguardpharma.com

[email protected]

800.573.2031

What Pharmaceutical Representatives

Should Know About Us:

Were 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 PharmaceuticalCompanies

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Nearly 20 years of success in Canada

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Individual placements (maternity

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renewals and success!

To request a Capabilites Presentation or to submit a resume:


14/16


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


15/16

Its what you gain to get ahead.

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16/16

Documents

Drug Rep Chronicle ~ 09-11