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Amgen Marketing

To serve patients by transforming biotechnology into life-saving therapies while becoming the best therapeutic company in the world

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To serve patients by transforming biotechnology into life-saving therapies while becoming the best therapeutic company in the world

Strengths

  • PORTFOLIO: Strong oncology and bone health portfolio driving growth
  • ACQUISITION: Strategic Horizon acquisition expanded rare disease presence
  • PIPELINE: Robust late-stage pipeline with 20+ phase 3 clinical trials
  • INNOVATION: Industry-leading biologics manufacturing capabilities
  • FINANCE: Strong cash position enabling strategic investments

Weaknesses

  • BIOSIMILARS: Increasing erosion of legacy products by biosimilars
  • DIGITAL: Underdeveloped digital marketing capabilities vs competitors
  • DIVERSIFICATION: Over-reliance on Enbrel, Prolia and Otezla revenue
  • AWARENESS: Low brand awareness outside specialist physician networks
  • GLOBAL: Limited market penetration in emerging markets

Opportunities

  • EXPANSION: Growing aging population increases demand for key therapies
  • PRECISION: Rise of precision medicine and biomarker-driven treatments
  • PARTNERSHIPS: Strategic collaborations with digital health companies
  • OMNICHANNEL: Evolving HCP engagement through omnichannel marketing
  • EDUCATION: Patient advocacy and education to drive therapy adoption

Threats

  • COMPETITION: Intensifying competition in oncology and inflammation
  • PRICING: Increasing pricing pressure from Inflation Reduction Act
  • REGULATION: Evolving regulatory landscape restricting marketing scope
  • ACCESS: Payer restrictions limiting patient access to novel therapies
  • PERCEPTION: Public scrutiny of pharmaceutical pricing practices

Key Priorities

  • DIGITAL: Transform digital marketing capabilities for HCP engagement
  • PORTFOLIO: Accelerate awareness of newly acquired therapy portfolio
  • ACCESS: Develop innovative patient support programs to improve access
  • PRECISION: Position Amgen as precision medicine leader in key areas
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To serve patients by transforming biotechnology into life-saving therapies while becoming the best therapeutic company in the world

TRANSFORM DIGITAL

Revolutionize our digital marketing for superior engagement

  • PLATFORM: Deploy unified digital marketing platform across 80% of brands by Q3 end with 90% user adoption
  • ACADEMY: Train 600 marketers in advanced digital techniques with 85% certification completion rate
  • PERSONALIZATION: Implement AI-driven HCP engagement for top 10 brands, increasing engagement by 35%
  • MEASUREMENT: Deploy new omnichannel measurement framework with real-time dashboards for all major brands
AMPLIFY PORTFOLIO

Maximize awareness and adoption of our therapy portfolio

  • HORIZON: Increase Tepezza and Krystexxa brand awareness among specialists by 40% through targeted campaigns
  • PIPELINE: Generate 25,000 qualified HCP leads for upcoming AMG 133 launch through pre-launch activities
  • INTEGRATION: Complete cross-portfolio promotional strategy for 100% of brands to maximize synergies
  • CONTENT: Develop and deploy precision medicine narrative across portfolio with 60% message retention
ENHANCE ACCESS

Remove barriers between patients and life-changing therapies

  • SUPPORT: Launch next-generation patient support program covering 90% of portfolio with 30% higher enrollment
  • ADVOCACY: Establish partnerships with 15 new patient advocacy groups across key therapeutic areas
  • EDUCATION: Reach 500,000 patients through expanded disease awareness campaigns in priority markets
  • NAVIGATION: Implement AI-powered access barriers prediction tool with 80% accuracy for 5 top brands
LEAD IN PRECISION

Establish Amgen as the precision medicine leader

  • POSITIONING: Develop and execute precision medicine narrative with 70% message recognition among KOLs
  • BIOMARKERS: Create educational campaign reaching 50,000 HCPs on biomarker testing for targeted therapies
  • PARTNERSHIPS: Establish 3 strategic digital health partnerships to enhance precision medicine capabilities
  • CONTENT: Develop comprehensive precision medicine content library with 120+ assets across channels
METRICS
  • Revenue growth: 12% YoY in 2025
  • HCP engagement: 40% increase in meaningful digital interactions
  • Brand performance: 25% growth in new-to-brand prescriptions for focus products
VALUES
  • Be science-based
  • Compete intensely and win
  • Create value for patients, staff and stockholders
  • Trust and respect each other
  • Ensure quality
  • Work in teams
  • Collaborate, communicate and be accountable
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Align the learnings

Amgen Marketing Retrospective

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To serve patients by transforming biotechnology into life-saving therapies while becoming the best therapeutic company in the world

What Went Well

  • REVENUE: Q1 revenue exceeded expectations at $7.8B, up 6% year-over-year
  • PIPELINE: Positive phase 3 data for AMG 133 in obesity strengthened outlook
  • ACQUISITION: Successfully completed Horizon integration ahead of schedule
  • MANUFACTURING: Biologics manufacturing efficiency improved by 12% YoY cost

Not So Well

  • EROSION: Enbrel sales declined 15% due to increased biosimilar competition
  • EXPENSES: SG&A expenses increased 8%, exceeding the projected 5% increase
  • LAUNCH: Tepezza launch in Europe progressed slower than anticipated targets
  • DIGITAL: Digital marketing transformation initiatives behind quarterly goals

Learnings

  • OMNICHANNEL: HCPs increasingly prefer hybrid engagement over pure digital
  • BIOSIMILAR: Need stronger differentiation strategy for products facing LOE
  • INTEGRATION: Cross-functional launch teams accelerated product adoption rate
  • ANALYTICS: Predictive analytics improved forecasting accuracy by 18% in test

Action Items

  • PLATFORM: Accelerate unified marketing platform deployment by end of Q3 2025
  • ACADEMY: Launch digital marketing academy for upskilling 600 team members
  • MEASUREMENT: Implement new omnichannel measurement framework across portfolio
  • ENGAGEMENT: Increase personalized HCP engagement by 40% through new AI tools
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To serve patients by transforming biotechnology into life-saving therapies while becoming the best therapeutic company in the world

Strengths

  • DATA: Vast proprietary clinical and real-world data repositories
  • TECH: Strong computational biology and genomics infrastructure
  • INVESTMENT: Established AI and machine learning research division
  • ANALYTICS: Advanced analytics capabilities in clinical development
  • TALENT: Growing team of AI specialists and data scientists

Weaknesses

  • INTEGRATION: Siloed AI initiatives across marketing departments
  • ACTIVATION: Limited AI activation in commercial execution
  • SKILLS: Insufficient AI literacy among broader marketing teams
  • PERSONALIZATION: Limited AI-driven personalization capabilities
  • MEASUREMENT: Inadequate AI measurement and ROI frameworks

Opportunities

  • PERSONALIZATION: AI-driven HCP engagement personalization at scale
  • PREDICTION: Predictive analytics for therapy adoption and adherence
  • CONTENT: Automated content generation for multichannel campaigns
  • TARGETING: Improved audience segmentation through ML algorithms
  • EFFICIENCY: Marketing spend optimization through AI analytics

Threats

  • COMPLIANCE: Regulatory constraints on AI use in pharmaceutical marketing
  • PRIVACY: Growing data privacy concerns limiting data utilization
  • COMPETITION: Rapid AI adoption by key competitors creating gap
  • TALENT: Intensifying competition for AI talent in healthcare
  • TRUST: Physician skepticism about AI-generated recommendations

Key Priorities

  • PLATFORM: Develop unified AI marketing platform across portfolio
  • UPSKILLING: Implement comprehensive AI literacy program for teams
  • PERSONALIZATION: Launch AI-driven HCP engagement personalization
  • INTEGRATION: Ensure seamless integration of AI into marketing workflow