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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Excerpts

Background Note

Amylin is a biopharmaceutical company that was founded in 1987. The company is based at San Diego, California, USA, and is engaged in the discovery, development, and commercialization of medicines for diabetes, obesity, and other diseases...

About the Diabetes Drug Market

Diabetes is one of the major healthcare problems in the world, and diabetes drugs are major revenue earners for many pharmaceutical companies. Changing lifestyles have increased people's susceptibility to diabetes and the number of those affected by diabetes worldwide...

Amylin's Initial Sales Organization

While Amylin began selling Symlin and Byetta from April 2005 and June 2005 respectively, it had already put a marketing and sales organization in place. The funds it obtained from Lilly as part of the agreement with the company helped it to develop a sales force ahead of the launch of its drugs...

Amendment in the Co-Promotion Agreement

In July, 2008, the total sales force promoting Byetta increased by 40% as a result of an amendment in the co-promotion agreement between Amylin and Lilly in May 2008. As part of the amended agreement...

Sales Force Optimization

In 2009, the sales and marketing organization was bolstered with Vincent P. Mihalik (Mihalik), a Lilly veteran, taking up the position of Senior Vice President, Sales and Marketing and Chief Commercial Officer at Amylin...

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