Horizon beefs up its sales force as part of Duexis push

Share this article:
Horizon beefs up its sales force as part of Duexis push
Horizon beefs up its sales force as part of Duexis push

Horizon Pharmaceuticals announced in October that it has added 70 reps to its sales force as part of the Deerfield, Ill., company's push to promote both its RA drug Duexis and Rayos (prednisone). Horizon said in June that it would up its sales presence when it announced a co-promotion Duexis deal with Mallinckrodt.  Chief Commercial Officer Todd Smith told MM&M the Horizon team will add Rayos to its toolkit in 2013.

The expansion is the first for the company, which got its first drug approval in 2011 and its second, for Rayos, in July 2012. Smith said the company has taken a unique approach to its sales force, offering them a financial incentive with “a more aggressive commission plan than a traditional pharmaceutical bonus structure and a really uncapped commission plan on first time prescription sales.” He added that the sell is coming less from tech—the force isn't toting tablets—but rather a practice of detailing not just the doctor, but also the entire office staff and pharmacies as well.

Horizon's CEO Timothy Walbert said in a statement that the Duexis co-promote—which included the beefing up of Mallinckrodt's rep numbers in August—has already paid off, with a 16% bump in Duexis prescriptions. Walbert said the combined Horizon and Mallinckrodt push “will allow us to broaden our reach for Duexis five-fold from 10,000 physicians who write 8% of NSAID prescriptions to 50,000 physicians who write more than 50% of NSAID prescriptions.”
Share this article:
You must be a registered member of MMM to post a comment.
close

Next Article in Features

Email Newsletters

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Features

Read the complete October 2014 Digital Edition

Read the complete October 2014 Digital Edition

Click the above link to access the complete Digital Edition of the October 2014 issue of MM&M, with all text, charts and pictures.

Predicting your pink slip

Predicting your pink slip

Any time a firm needs to save money, high-salaried executives are targets

Private View: New ways to engage with customers

Private View: New ways to engage with customers

These healthcare social media campaigns successfully use emotion, altruism and the human desire to "brand" oneself to get customers engaged.