Driving Performance Through Effective Territroy Management

Driving Performance Through Effective Territory Management:

How I will win VPC in 2008 Bill Steffes

I. Territory Overview

• Map• Key Cardiology Groups• Top Hospitals (teaching and

community based)• Managed Care Players - % of

Business (opportunities)• Managed Care Players – Access

(opportunities)

Territory Overview: Map

1 in = 29.1 mi

Territory name

PAa2 - Champaign, IL

Territory Overview: Top Groups

• Heartland in Joliet – 1494

• Heartcare in Mokena – 909

• Dr. Haryani in Kankakee – 475

• Well Group in Olympia Fields – 448

• Mid-American Cardiovascular Consultants in Olympia Fields – 298

* Based on R2 report of NRX for 12 weeks ending August 2007

Territory Overview:12 month report of Heartland in Joliet (19 doctors)

Territory Overview: Weekly NRX report of Heartland in Joliet (19 + doctors)

Territory Overview: 12 month report of Heart Care in Mokena (12 + doctors)

Territory Overview: Weekly report of Heart Care in Mokena (12 + doctors)

Territory Overview: Top Hospitals

Hospitals

HospitalInstitution

TypeAddress City State Zip

Total Pfizer Sales

Total Potential

ST JAMES HOSP & HLTH CTR IHOS

20201 CRAWFORD AVE OLYMPIA FIELDS IL 60461 $686,354.54 $3,695,349.50

PROVENA ST JOSEPH MED CTR IHOS 333 N MADISON ST JOLIET IL 60435 $409,332.77 $2,629,516.35

PROVENA COVENANT MED CTR IHOS 1400 W PARK AVE URBANA IL 61801 $161,218.77 $1,337,686.63

SARAH BUSH LINCOLN HLTHCR IHOS

1000 HEALTH CENTER DR MATTOON IL 61938 $114,070.29 $1,228,478.48

CARLE FOUNDATION HOSPITAL IHOS 611 W PARK ST* URBANA IL 61801 $29,475.56 $213,231.15

Territory Overview: M2 report showing % of TRX of Lipid lowering business (district)

What is the percentage?

United 1.4%

Medicaid 3.8%

Health Alliance 3.8%

Cash 5.8%

Caremark 6.6%

BC/BS 11%

Medicare 26.1%

Territory Overview: Managed Care Players What’s the Access?

Caduet Lipitor

BC/BS of IL 3rd 3rd

United 3rd 2nd

Caremark 2nd 2nd

Health Alliance 3rd 3rd

Medicare On $3-$5 for dual eligible

On $3-$5 for dual eligible

Medicaid Covered Covered

II. Regional GAR Rank

02468

1012141618

April

May

June

July

August

Septe

mbe

r

GAR rank

III. Lipitor

• Performance Sales Vs Quota (Report Viewer)

• Where we’ve been and are (Sherlock)

• SWOT Analysis to get VPC (SAS Tools and R2)

• Hospital Sales (Institution Analyzer)

Lipitor Performance 24 in Region

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

April May June July Aug Sept

Months

Do

lla

rs

sales quota

Lipitor 12 month trend from Sherlock vs. competition

Lipitor trend for last five weeks from Sherlock vs. competition

Lipitor Top Zips NRX as of 11/16 from Sherlock

0

20

40

60

80

100

120

140

160

60435 60461 61801 60901 60411

Lipitor

Vytorin

Crestor

Simva.

Lipitor Strengths

• Core message with “Only Lipitor”• New CHF data for cardiologists• Local speakers developed (2 per LAT) • Good access on managed care• Good access to key MVP doctors• Attending support in teaching hospital • Good access within teaching institutions• Cardiology fellowship program

Lipitor Weaknesses

• Pressure from Managed Care to make simvastatin switches

• Some doctors do not see Lipitor as better in the class

Lipitor Opportunities for implementation

• Use local speakers for roundtable programs to drive 80mg usage in top zips 60461, 60435, 61801, 60901 (Dr. Drinan, Dr. Haryani, Dr. Mokraoui, Dr. Kamin)

• Have deeper dialogs with new data to uncover hidden objections (why not 80mg?)

• Cardiology Group Practice Program for Heart Care and Midwest Cardiology Institute

• Leverage relationship with RMRS Ellen McMahan to set up meetings with MVP doctors.

• Cardiology Grand Rounds at St. James Hospital with Dr. Bernstein to drive the 80 mg message (SPARCL investigator)

• Speaker tour with Dr. Alberts from Northwestern • Dominate the Medicare business by incorporating into sales calls• Drive hospital business with residents, fellows, and attendings at St. James

and where Lipitor is available in house• Increase call frequency on MVP doctors• Pull through sales with Caremark by incorporating into presentations• Use Co-Pay cards to off set the 3rd teir status of Lipitor in Key BC/BS offices

Lipitor Threats

• Managed care moving Lipitor to third tier

• Competition spinning data to make it sound better than it really is

• MVP doctors speaking for other companies

St. James Hospital Lipitor Institution Analyzer Sales Data

• Previous 12 Months • Current 12 Months

St. James Olympia Fields Sept. SCDR (#2 Zip #1 Hospital)

Month 3 Month YTD

Hospital Outflow

$47,253

.6%

$153,195

0%

$313,771

.9%

Direct $6,193

.2%

$18,043

20.6%

$39,377

13.4%

RPD $13,310

24.4%

$43,050

35.4%

$81,765

22.4%

IV Caduet

• Performance Sales Vs Quota (Report Viewer)

• Where we’ve been and are (Sherlock)

• SWOT Analysis to get VPC (SAS Tools and R2)

• Hospital Sales (Institution Analyzer)

Caduet Performance 3rd in Region

0

50,000

100,000

150,000

200,000

250,000

300,000

April May June July Aug Sept

Months

Do

llars

sales quota

Caduet TRX 12 month trend from Sherlock with amlodipine

Caduet NRX trend for last five weeks from Sherlock vs.

amlodipine

Caduet Top Zips NRX as of 11/16 from Sherlock

0

20

40

60

80

100

120

60461 60462 60901 60435 60429

Caduet

Amlodipine

Caduet Strengths

• High writers respond to starters

• High writers have responded to greater call frequency

• ASCOT data support adding the statin to go beyond blood pressure to reduce events

• CARPE-P proves adherence advantage

• Fewer pills and one less co-pay

Caduet Weaknesses

• Some doctors do not like combo therapy to cover two disease states

• No outcomes data for Caduet

• Name recognition and retention

• Perception of poor managed care coverage

Caduet Opportunities for implementation

• Cash in on hospital outflow (patients on amlodipine and mild dyslipidemic)

• DMT programs

• Lots of amlodipine business

• Speaker development

• Increase call frequency on Caduet MVPs

• Leave more Caduet starters with MVPs

Caduet Threats

• More competition for the amlodipine business

• Some influential doctors do not support the concept

St. James Hospital Caduet Institution Analyzer Sales Data

• Previous 12 months • Current 12 months

Caduet Hospital Sales St. James Olympia Fields #1 Zip

Month 3 Month Rolling

Year to Date

RPD $2,053

148.5%

$7,019

195.9%

$13,452

133.5%

Direct $356

292.3%

$972

21.2%

$2,170

64.1%

Hospital Outflow

$6,591

81.7%

$19,755

66%

$38,432

76.6%

V 10025065 Goals

• Upward movement on GAR to win VPC

• Maintain and grow Caduet trend to finish in the top 5 in region

• Reverse Lipitor trend by implementing opportunities and finish top three in region

VI Best TSR Practices to accomplish Goals

• Utilization of RMRS to bring value to MVPs

• Targeted speaker programs

• Coaching and feedback to developed speakers

• Relationship building to uncover objections

• Master clinical and technical knowledge

• Incorporate Medicare message and close

• Sell vs the competition