Faced with generic rivals, Amarin cuts 400-plus sales reps as part of revamped Vascepa strategy

As Amarin faces generic competition in the U.S. for its heart drug Vascepa, it is changing up its game plan. The strategy? Reduce its boots on the ground and lean into digital marketing.

Amarin plans to cut its U.S. sales force from about 750 reps to 300 and use that extra money to produce educational and promotional materials, the company announced on Thursday. Amarin said the smaller sales force “will remain a critical part” of Amarin’s selling strategy going forward, focusing “on the most productive territories.”