Professional Marketing Briefs

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Novo Nordisk was ranked tops by endocrinologists in an SDI survey. The company was mentioned by 62% of endocrinologists, up from 52% last year. Lilly came in second, mentioned by 53%, followed by Sanofi-Aventis. During the 12 months ending in April, Lilly reps made the most sales calls to endocrinologists, accounting for 12% of all calls to the specialists, followed by Novo Nordisk, which accounted for 10%, and the volume of calls made by each company increased over the previous 12 month period.

Eisai made a bet on obesity, signing a multi-million dollar deal with Arena Pharmaceuticals for the right to sell Arena's lorcaserin weight-loss pill, if approved. The deal includes a $50-million upfront, another $160 million based on development and approval milestones and a $1.16 billion, one-time payment that may follow based on annual sales.

GlaxoSmithKline laid off some 700 sales and marketing posts from its US commercial staff, along with related support personnel, reported the Wall Street Journal's Health Blog. While many of the jobs were eliminated, many other staffers have taken buyouts in recent months. GSK's last big round of pink slips was a 12% reduction in sales forces in 2008.
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