1st Quarter of 2015 wasn't what you expected, after coming off a tremendous 2014. 2015 is suppose to be the year to "quadrapule" Farxiga sales, drive growth in the GLP-1 market and stabilize Onglyza business.
We changed our model to bring more focus on 2 markets, oral and injectables. To do this, leadership decided to form to teams, each focused on hitting these markers and driving increased productivity in Diabetes.
We also wanted to win the "share of voice" battle and become leaders in diabetes. In addition, we were asked to execute programs and lunches to produce accelerated growth in Q1.
Here are the results: Farxiga down -.3, Bydureon down -1.3, and Onglyza slowly declining in TRX. Budget money cut to $600 a month and all speaker programs put on hold.
Here is what happened in the field. First, we changed vendors that re-cut territories and provided us with outdated targeting list. This caused disruption and makes us all question the validity of targeting and numbers reported by new company. Second, you divided a teams ability to collaborate with each other to strategize on driving the total portfolio. This in turn drove Share of Voice lower and increased spending for our separate business units. Hence, the $18 million dollars over budget.
Finally, the DSS reprentatives are capable of promoting an entire portfolio. This would increase sales, like 2014, bring collaboration back to our teams thereby increasing share of voice, and reducing expenses on lunches with a dual presentation of the portfolio. I know it's hard to admit leaders make mistakes, however true leaders admit failure and course correct before this "experiment" gets out of hand.
Regards,
Your DSS Teams