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Ozurdex - retina specialists

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Anonymous

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I'm interviewing next week for the retina specialist position. Honest feedback please . . . Can you tell me more about Ozurdex? Who/what are the competitors? Is reimbursement really a challenge in certain states? If so, how do you work with that? Overall, how are sales of Ozurdex? Thanks for your insight!
 




Anonymous said:
I'm interviewing next week for the retina specialist position. Honest feedback please . . . Can you tell me more about Ozurdex? Who/what are the competitors? Is reimbursement really a challenge in certain states? If so, how do you work with that? Overall, how are sales of Ozurdex? Thanks for your insight!
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Retina Specialists are generally nice and there are not many other companies calling on this audience. They drug is not first line.
 




















The biggest challenge is the size of the RVO market. There is on lable opportunity however it is small. No one will touch off-label use however the successful territories have figured out how to get around this. Specialists want to use this for DME - thats the good news.
 




Problems.....Where does one begin!! It is a marketing nightmare. Reimbursement problems, Small on label indications: RVO, Uveitis, duration of action only 3 months, competition works better (Avastin) , $5 steroid works just as well, device sucks, unbelivable price at $1295... that's just on the tip of the iceberg.
 




Anonymous said:
Problems.....Where does one begin!! It is a marketing nightmare. Reimbursement problems, Small on label indications: RVO, Uveitis, duration of action only 3 months, competition works better (Avastin) , $5 steroid works just as well, device sucks, unbelivable price at $1295... that's just on the tip of the iceberg.
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Between $30 Avastin and $5 Traimcinalone no one wants to touch this. They tell you to your face they will use it but they don't. These guys want to increase their profit margin as much as possible and also not risk slow/no pay reimbursement so they won't risk $ on this product. One insurer told one of my docs specifically not to use it but to stick to triamcinalone.
 




Anonymous said:
Between $30 Avastin and $5 Traimcinalone no one wants to touch this. They tell you to your face they will use it but they don't. These guys want to increase their profit margin as much as possible and also not risk slow/no pay reimbursement so they won't risk $ on this product. One insurer told one of my docs specifically not to use it but to stick to triamcinalone.
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So what's that great national accounts team doing about it?
 








Anonymous said:
You can't force people to buy Edsels. Ford found this out in the 50's.
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Hey, don't knock the Edsel! I Googled it and found it a good looking car, especially in the convertable model. OZURDEX is a solid product and if you knew what you were doing, you'd be able to sell it. This isn't family practice where you can flash your glossy sales aid, point with your pen like a droid, and ask for the next ten patients. Try a clinical value approach and engage your physicians in dialogue. Think about what is in it for them and the patients instead of what is in it for you. Being a sharp dresser with freshly shined shoes doesn't hurt either.
 




Anonymous said:
Hey, don't knock the Edsel! I Googled it and found it a good looking car, especially in the convertable model. OZURDEX is a solid product and if you knew what you were doing, you'd be able to sell it. This isn't family practice where you can flash your glossy sales aid, point with your pen like a droid, and ask for the next ten patients. Try a clinical value approach and engage your physicians in dialogue. Think about what is in it for them and the patients instead of what is in it for you. Being a sharp dresser with freshly shined shoes doesn't hurt either.
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Go tell Ford they should relaunch the edsel and a dufus like you will be the first in line to buy it. I don't know who you've been dealing with but my docs are very sophisticated financially and ozuredex is a financial pariah. The indication is miniscule and the $ the inverse. I suspect whoever wrote the preposterous statement above is one of the Kool-Aid distributors on this product. Sort of makes you feel like a soldier in the Third Reich; do not question and follow orders or be shot!
 












Anonymous said:
Does anyone have any idea of how much gross sales Ozurdex make up at Allergan or perhaps some insight on the DEN/PHX Territory??
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gross, yes its really gross-less than 20 million-way less.
Insight on phx-den? Terminal Cancer. Terrible leadership, unreal expectations, set up to fail. Run a lifer manager picks who he wants to succeed or fail without concern if you are not homo like him you are dead on arrival. He's a bottom.
 




Ozurdex did 9 million in 2010 with 20 reps. 14 of the 20 reps are new in the last 6-9 months. The other 6 have their resumes on the street. The eyecare division split the retina division out so they did not have to include their pathetic numbers to wall Street!!! the original goal for the drug was 54 million. 2010 goal was 12 million and they did not hit that goal. the goal this year is 18-19 million. No one will make bonus in 2011. How do I know all this because I am interviewing half of their salesforce.
 








Nationally sales are still not hitting goal yet but there are territories that are doing great and those reps are not killing themselves. At the beginning of each Tri you set a goal for the number of new docs you need and the sales will take care of themselves. If you target the right dr's and overcome their common objections, price, needle size, duration expectations, ect...they will try it, see good results and they will find a place for it in their office. May not be the first line of defense but you just need modest numbers to hit your goal and really no dr's will be disappointed with the results, most will be impressed.
 




One of my docs told me that she would rather invest in a perpetual motion machine than bring this into her office. She is really afraid of reimbursement as she has gotten burned before on things that had much less expensive alternatives by her local providers (slow/no pay). She is referring to simple steroids subconj or intravit. She said she felt this had been done to her to understand the point of keeping things as inexpensive as possible.
 




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