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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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Introduction Contd...

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.

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 >>

4] Primary care physicians are doctors who provide both the first contact for a person with an undiagnosed health concern as well as continuing care for varied medical conditions. He/she is not a specialist. Primary care physicians are more in number than specialists.

5] Endocrinologists are physicians who specialize in the diagnosis and treatment of conditions affecting the endocrine system. Diabetes is one of the diseases that affect the endocrine system.


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