It's time for a change

Does anyone not agree that after one year and 8 months it's time for a change. We have had layoffs, mgmt changes (not enough here) territory changes, target doc changes, multiple messages and nothing has really changed.

It's time to let your trusted reps do the work for you (free). Forget the expensive market research...that accomplished nothing. The $90m commercial accomplished nothing. The marketing pieces have been changed so many times, but always say the same thing. Stop spending money to produce them, we all have plenty as no office wants them anymore. The market research to pick docs for the target list doesn't work in the ever changing climate of hospital take overs. Every day offices are closing reps and samples.

I'm not sure what will work at this point, but I do know that more of the same will not make any difference at this point.

Give the reps the ability to call on whatever practice that they feel will make a difference to the bottom line. I know you say that we can do that but it is impossible to do this cold calling as we are too busy "making the metrics" with the dead, dying, retired, no interest offices and those that are closed to us. Give us credit for calling on new offices that have possibilities (INCLUDE them in the Metrics) and see if we can right this sinking ship.

Let us call on as many doctors as we want not be limited to the 125 you choose which have not written Brisdelle to date and never will in the future. We need some new blood in these lists. We don't have to make it fair for everyone with the same number of docs, those who want to work harder and make the sales should be able to do so (and get credit for each call)!!!!!

Noven blames the reps for everything that doesn't work, but we are hopeless to accomplish anything when Our hands are tied and we are dragging around a ball and chain behind us.

 

Agree with what you're saying, but you left out what it is we are "trying" to sell. Does it really matter once you throw that in the mix? I get that at least seeing a fresh face with this product versus calling on a doc we've seen for 18 months and no way are they going to write to make a difference makes life more enjoyable. But it's still Brisdelle, enough said.

 

See Salonpas all over network tv.

 

The OP makes some good points, but calling on whoever you feel will help business now won't work either. The window has closed. We can talk infinitely about the consistent poor decisions at Noven with Brisdelle, but lets make one thing clear, you don't have ANY non-targets left that will make a difference! It is over for Brisdelle! Gynecologists HAVE to write this drug for it to succeed, period! IM, Family Practice, etc just don't see the menopause numbers that Gyn do to carry this drug. The main target writers were either pissed off from the start on how we handled the launch and tried to make this drug sound better than estrogen (insanity), or actually tried to write it and had to deal with constant PA's, copay card debacles, or efficacy issues. Brisdelle is dead and the company knows it. The focus should have been switched back to Minvelle a year ago but Noven seems to always wait until it's way to little, way to late. Nope, they signed another DTC tv contract and continued to poor millions into a product they had gotten poor feedback on before we ever even launched it. $100,000,000 in DTC! Brisdelle will never make a fraction of that cost back. It is over in September for the majority of the sales force and if you don't believe this your just as in the dark as the decision makers here.

 

So, are you saying a $7 million this year in sales through June (20 months into launch) is not a blockbusting, game changing, first in class, patients want, need, deserve to know about, flagship product to build a company on? Nah! Really?

 

Why do I keep hearing September? Does it depend on if we get an uptic in Mini or Combi? Is it because the shinoghi and touch point contracts will be over? Will it be a skeleton crew to the end of December or should we all just jump off this sinking ship?

 

Well said

 

Sinking? Your ship has sunk. You're on a life raft. Captain Panagy navigated the ship into the iceberg then was the first to bail. Good luck.

 

Shionogi will save Noven. They are an up and coming company.

 

That's what she said!

 

Yes, those points will matter, but by September you will know if the summer hot months caused any real lift in Brisdelle sales. Remember that when you look at the original 306,000 Trx goal for 2015 (now 221,000, which it won't make either) the numbers were based on significant increases through the summer hot months. Well, it doesn't take a rocket scientist to see that Brisdelle has not grown, and actually lost ground the last 5 reporting weeks. With the copay card changes numbers (which will crush some territories that have high cash pay numbers) you will see even greater losses. They changed the card because they know this drug is a dog and they have to stop the bleeding in $$$$ loss. Better to stop loosing money with Brisdelle than to make any.... Also, historically, generic drugs start to take a hold 6-8 months after patent loss. So expect Mini to start losing significant ground by autumn. BTW, there is a reason some reps are getting Combi Patch, which competes directly with Brisdelle... Because Combi Patch actually works, has a tried and true delivery system, is 2 drugs for the price of one, and is solely owned by Noven. Having to go back to our 2 core products. What a waste of 2 years and $100,000,000!