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Promotional Response. What happens when we lose focus on the main competition? FACTS: During 2000 and 2001, we talked about Femara on 61% of our calls and tamoxifen on only 56% of calls Novartis talked about tamoxifen on 76% of calls

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Promotional response
Promotional Response

  • What happens when we lose focus on the main competition?

  • FACTS:

    • During 2000 and 2001, we talked about Femara on 61% of our calls and tamoxifen on only 56% of calls

    • Novartis talked about tamoxifen on 76% of calls

    • Similar data, similar number of calls, and time with physicians

  • What happened during this time?


This confidential sales chart has been withheld.

It shows Arimidex market share from Oct 1998 to Dec 2001.

A dramatic shift occurred in Jan 2000 after the

“Sell against letrozole campaign” began

for advanced breast cancer.


History cannot repeat itself
History Cannot Repeat Itself

  • What did they do that we didn’t?

    • Kept the real competition, tamoxifen, in sight

  • We spent too much time talking about Femara and not enough time talking about the real competition

  • We are about to face the same challenge with the introduction of the BIG-FEMTA data

    • Essential we keep our focus and our nerve to ensure this does not happen again!


Summary focus is key
Summary – Focus is Key!

  • We now have the data on ARIMIDEX to replace tamoxifen

  • Our primary focus must remain on tamoxifen unless challenged

  • Avoid comment on competitor data unless

    • Customer raises the issue

    • Our adjuvant business is threatened by non-evidence-based prescribing of a competitor

  • There is no better option for patients than adjuvant ARIMIDEX!!


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