Improving Sales Force Effectiveness: Bayer's Experiment with New Technology


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Case Details:

Case Code : MKTG200
Case Length : 16 Pages
Period : 2006-2008
Pub Date : 2008
Teaching Note :Not Available
Organization : Bayer HealthCare
Industry : Pharmaceutical
Countries : USA, Europe, UK

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts

Background Note

Bayer HealthCare was the pharmaceutical unit of Bayer Healthcare LLC, the US unit of Bayer HealthCare AG, a subgroup of Bayer AG, one of the world's leading pharmaceutical companies, based in Leverkusen, Germany. Bayer HealthCare was officially launched in the US on April 4, 2007...

Betaferon/ Betaseron - A Mature Brand

Betaseron (marketed as Betaferon in Europe and Japan) was approved as the first new therapy for MS in the early1990s. MS is a disorder of the brain and nervous system marked by feelings of dizziness and tiredness, numbness of feet, blurring of vision, etc...

New Opportunity for Betaseron

In the US, the sales of Betaseron had been more or less flat. In the 16 years since its launch in the US, it had little new information to discuss with the doctors that could spark their interest. The competition in the category had also heightened since 1996 with the entry of competitors...

Challenges

The team realized however, that just creating the message was not enough.

To achieve success, the message had to be effectively conveyed to the target doctors through the company's sales force.

Regarding the importance of implementation, Begasse said, "Execution is one of the biggest issues in this industry - a lot of great ideas don't get executed properly."...

Excerpts Contd...>>

 

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