Novo Employing New Reps, Now They Need to have Anything To Promote

In news that must come as a surprise to no 1, it seems like Roche Diabetes Care is about to undergo yet yet another restructuring, which is truly a great way of saying far more layoffs are coming. Perhaps the real information right here is that Roche in fact has anybody left in the unit to layoff. Like everyone else in standard blood glucose monitoring, Roche has reduce charges to the bone as they desperately try and locate a buyer for this beleaguered unit.

Examine this news to an report that appeared in Fierce PharmaMarketing which stated:

“When we hear about organizations truly hiring reps, that’s information. Given the 1000′s of income layoffs in excess of the past numerous years–and recruiting centered on emerging markets, especially China–staffing up in the U.S. or Europe is out of the ordinary. When that hiring isn’t about a new drug launch, we hardly know what to make of it.

That’s just what Novo Nordisk has been performing: hiring reps by the hundred in the U.S. First, it was in anticipation of the Tresiba launch that didn’t come about in 2013, but last fall, another 350 joined the organization. Couple that with 120 new nurse educators, and the Danish drugmaker has expanded its field force by nearly 15%.”

Granted the diabetes drug market is not as poor as the diabetes device industry, but it won’t be long prior to it suffers the exact same fate, which can make this choice by Novo Nordisk (NVO) even stranger and not just from a value point of view. It is a nicely-acknowledged truth that the fewer and fewer doctors are actually seeing revenue reps. It is also correct that even though the doctor would like to have management in excess of which medication they prescribe more and more this selection is being taken away from the doctor and place in the hands of the sufferers insurance coverage company.

Though pharma reps dislike to hear this, the reality is their work perform can be very easily and much more value effectively performed by an automated or virtual method. This is increasingly accurate with diabetes medication which are filled with me-too copycats that all do fundamentally the same factor quite significantly the identical way. The days of pharma reps sitting with doctors reviewing the latest research information are in excess of, the straightforward fact is if a doctor would like details on any drug the fastest, best way to get it is to surf the net. Add in the fact that either by law or by expense concerns also over are the days when reps can leave behind drug samples.

Novo’s decision to carry on to add reps although the competitors is moving in the precise opposite path would make sense if they actually had one thing new to promote. Yet with Tresiba delayed at the FDA indefinitely we can not fairly figure out what exactly these folks will be undertaking. This is not like the outdated days when a organization could put an army of reps into the area and see an practically impact on sales growth. Novo currently has a nicely-established and well known item line. So again just what new stories can these reps, the lucky handful of who really get to sit down with a doctor, say.

Lastly there is the expense issue which is a key problem when 1 considers that pricing stress continues to intensify. This move to include reps makes me feel that previous habits die difficult at Novo as they carry on to think that they will acquire premium pricing for the merchandise they make. There continued pursuit to have Tresiba approved in the U.S. is yet another example of this.

Even though the FDA is getting overly cautious with Tresiba, the reality is even if the drug does ultimately make it to market place it will have a difficult time given it is very likely a generic model of Lantus will be obtainable which will drive charges even reduced.

Many years in the past I warned absolutely everyone that the BGM marketplace was transforming itself from a health-related gadget to commodity industry where price trumps overall performance. However for BGM firms this prediction came true and as a result they are watching a as soon as prosperous organization sink into oblivion. Unable to divest themselves of these units it makes perfect sense they would minimize charges to the bone and get no matter what they can from these units.

These days we’ve been warning everyone that the diabetes drug market place is following this exact same path and every single indicator tells us that this prediction is also coming true. The genuine query is can a firm like Novo stay away from the problems produced by their BGM counterparts.

Can they, as opposed to their counterparts, adapt to this new environment, see realistically in which this industry is and far more importantly where it is headed?  Their continued pursuit of Tresiba with the FDA and hiring even a lot more reps tells Diabetic Investor that background will be repeating itself. That it won’t be prolonged just before that Novo also decides that it is time to restructure and align charges with the new realities of this market place.

We recognize this not welcome information to all these new reps but it is unfortunately the way it is.

Novo Employing New Reps, Now They Need to have Anything To Promote