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Amgen Sales

To drive sustainable revenue growth by accelerating innovative medicines adoption and becoming the industry leader in transforming patient care through breakthrough biotechnology

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To drive sustainable revenue growth by accelerating innovative medicines adoption and becoming the industry leader in transforming patient care through breakthrough biotechnology

Strengths

  • PORTFOLIO: Diverse and expanding pipeline of innovative biologic therapies
  • FINANCIAL: Strong capital position with $9.8B in operating cash flow
  • GLOBAL: Established presence in over 100 countries worldwide
  • BIOSIMILARS: Growing portfolio generating $2.5B+ annual revenue
  • INFRASTRUCTURE: State-of-the-art manufacturing capabilities

Weaknesses

  • PRICING: Increasing scrutiny and pressure on drug pricing models
  • COMPETITION: Loss of exclusivity for key legacy products
  • ADOPTION: Slower than expected uptake of newer medicines
  • DIGITAL: Lagging digital commercial capabilities vs competitors
  • TALENT: Gaps in specialized sales expertise for newer therapies

Opportunities

  • EXPANSION: Growing aging population needing chronic disease mgmt
  • PARTNERSHIPS: Strategic alliances with digital health platforms
  • MARKETS: Untapped potential in emerging global markets
  • TELEHEALTH: Rising adoption of virtual care delivery models
  • PRECISION: Personalized medicine approach driving higher efficacy

Threats

  • REGULATORY: Increasing global pricing and access restrictions
  • GENERICS: Aggressive biosimilar competition for key products
  • INNOVATION: Disruptive new therapeutic approaches from rivals
  • ECONOMIC: Global economic pressures affecting healthcare budgets
  • GEOPOLITICAL: Trade tensions impacting global supply chains

Key Priorities

  • EXPANSION: Accelerate penetration in key growth markets
  • DIGITAL: Transform commercial model with integrated solutions
  • INNOVATION: Focus sales efforts on newest high-value therapies
  • PARTNERSHIPS: Develop strategic alliances with health systems
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To drive sustainable revenue growth by accelerating innovative medicines adoption and becoming the industry leader in transforming patient care through breakthrough biotechnology

GROWTH UNLEASHED

Accelerate our global market penetration and adoption

  • TARGETING: Implement AI-powered HCP segmentation model identifying 5,000 high-potential prescribers by June 30
  • PENETRATION: Increase market share in 3 priority therapeutic areas by minimum 2.5 percentage points each
  • LAUNCH: Execute omnichannel launch strategy for Lumakras in 5 new markets with 80%+ formulary access
  • PARTNERSHIPS: Secure 3 new strategic health system partnerships covering 1M+ patients collectively
DIGITAL DOMINANCE

Revolutionize our commercial model with AI enablement

  • PLATFORM: Deploy integrated AI-powered commercial platform with 90% field adoption by quarter-end
  • ANALYTICS: Implement predictive analytics dashboards driving 15% improvement in sales call effectiveness
  • ENGAGEMENT: Achieve 35% increase in digital HCP engagement through personalized content delivery
  • UPSKILLING: Complete digital excellence certification for 100% of customer-facing teams
THERAPY CHAMPIONS

Drive adoption of our newest high-value therapies

  • ADOPTION: Increase new-to-brand prescriptions for priority products by 25% through targeted campaigns
  • EDUCATION: Deliver advanced clinical knowledge training to 300+ KOLs across specialty areas
  • CONVERSION: Achieve 15% conversion rate of identified patients to prescribed therapies
  • VALUE: Implement outcomes-based contracts with 5 major payers for breakthrough therapies
POWERFUL PARTNERS

Forge game-changing ecosystem alliances

  • INTEGRATION: Establish data integration with 3 major EHR providers enabling point-of-care insights
  • COLLABORATION: Launch 2 joint value demonstration projects with academic medical centers
  • ECOSYSTEM: Create partner network with 5 digital health platforms enhancing patient support
  • ACCESS: Implement strategic contracting framework with top 10 payers to improve covered lives by 15%
METRICS
  • Total Product Revenue Growth: 16%
  • New-to-Brand Prescription Growth: 22%
  • Digital Engagement Effectiveness: 40%
VALUES
  • Patients First
  • Science-Based Decisions
  • Ethical Practices
  • Collaborative Innovation
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Align the learnings

Amgen Sales Retrospective

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To drive sustainable revenue growth by accelerating innovative medicines adoption and becoming the industry leader in transforming patient care through breakthrough biotechnology

What Went Well

  • REVENUE: Total product sales increased 15% YoY, exceeding expectations
  • ONCOLOGY: Lumakras achieving faster adoption curve than anticipated
  • BIOSIMILARS: Portfolio growth outpacing market projections by 12%
  • GLOBAL: International markets sales grew 18%, driven by Asia expansion
  • MARGINS: Operational efficiencies increased gross margins by 2.1%

Not So Well

  • INFLAMMATION: Otezla facing stronger competition, sales down 7% YoY
  • LAUNCHES: Two key product launches underperforming initial projections
  • REIMBURSEMENT: Access challenges affecting uptake in EU markets
  • CONVERSION: Digital marketing initiatives showing lower ROI than target
  • ATTRITION: Sales force turnover rate increased to 14.5% from 10.2%

Learnings

  • SPECIALIZATION: Therapeutic-focused sales teams outperform general reps
  • DIGITAL: Virtual engagement more effective with specific HCP segments
  • DATA: Value-based contracting requires more robust outcomes tracking
  • INTEGRATION: Post-acquisition revenue synergies require longer timeline
  • AGILITY: Need for faster market response to competitive launches

Action Items

  • REORGANIZE: Realign sales structure around therapeutic expertise areas
  • ACCELERATE: Fast-track digital engagement platform implementation by Q3
  • INCENTIVIZE: Revise compensation structure to prioritize growth products
  • TRAIN: Implement comprehensive value selling certification program
  • ALLIANCE: Develop strategic partnerships with key hospital systems
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To drive sustainable revenue growth by accelerating innovative medicines adoption and becoming the industry leader in transforming patient care through breakthrough biotechnology

Strengths

  • DATA: Robust patient outcome datasets from decades of research
  • RESOURCES: Significant financial capacity for AI investments
  • ANALYTICS: Established real-world evidence analysis capabilities
  • FOUNDATION: Advanced data infrastructure already in place
  • TALENT: Growing team of data scientists and ML engineers

Weaknesses

  • INTEGRATION: Siloed AI initiatives lacking unified strategy
  • ADOPTION: Slow internal uptake of AI-powered sales tools
  • TRAINING: Insufficient AI literacy across commercial teams
  • LEGACY: Outdated CRM systems limiting AI implementation
  • GOVERNANCE: Unclear data governance policies for AI usage

Opportunities

  • PREDICTION: AI-driven patient identification and targeting
  • ENGAGEMENT: Personalized HCP communication at scale
  • FORECASTING: Advanced predictive sales analytics capabilities
  • EFFICIENCY: AI workflow automation to increase field coverage
  • INSIGHTS: Real-time competitive intelligence using ML algorithms

Threats

  • COMPETITION: Rivals advancing more rapidly with AI deployment
  • REGULATION: Evolving compliance requirements for AI in healthcare
  • PRIVACY: Growing data protection concerns among patients/HCPs
  • COMPLEXITY: Rising costs of AI development and deployment
  • TALENT: Fierce competition for specialized AI talent

Key Priorities

  • INTEGRATION: Create unified AI-powered commercial platform
  • TRAINING: Develop comprehensive AI upskilling program
  • PREDICTION: Implement predictive targeting for key therapies
  • ENGAGEMENT: Deploy AI-driven personalized HCP outreach