Bayer realigns U.S. field sales force

April 1, 2002

Pharmaceutical Representative

The Pharmaceuticals Division of Bayer Corp. announced that the company has realigned its field sales force.

The West Haven, CT-based Pharmaceuticals Division of Bayer Corp. announced that the company has realigned its field sales force. According to Bayer, the move is intended to strengthen support in primary care, specialty and hospital environments, to enhance sales of current products, and to position Bayer for future product launches.

Men's health and anti-infective forces

Bayer will develop a men's health specialty field force to support current products Cipro® (ciprofloxacin) and Viadur™ (leuprolide acetate implant) with urologists and endocrinologists and in anticipation of the launch of vardenafil, the company's PDE-5 inhibitor currently under review with the Food and Drug Administration for the improvement of erectile function. Bayer also recently entered a primary care co-promotion agreement with Research Triangle Park, NC-based GlaxoSmithKline for vardenafil, supplementing the 1,000-member Bayer U.S. primary care sales group.

The company has also increased its anti-infective specialty force to support Avelox® (moxifloxacin) and Cipro tablets, effectively doubling its overall specialty sales coverage. "This increase in the Bayer U.S. Pharmaceuticals field force complements our primary care coverage and reinforces our commitment and reach to the specialist physicians who are key thought leaders and prescribers of our products," said Karen A. Dawes, senior vice president for marketing and sales for Bayer's Pharmaceuticals Division. "Adding our new agreement with GSK, we believe we are extremely well-positioned for significant market penetration."

Endings and beginnings

As part of this overall realignment, Bayer ended its agreement with Upper Saddle River, NJ-based contract sales organization PDI Inc. Bayer will continue its relationship with contract sales provider Ventiv Health Inc., Somerset, NJ, to provide additional support for Bayer products in the primary care arena. Ventiv will also work with Bayer's institutional field force to provide hospital coverage supporting accelerated sales of Cipro IV and the launch of recently approved Avelox IV.

In a concurrent announcement, Bayer has appointed David Stellingworth vice president, division sales for the U.S. pharmaceuticals field force. "The increase in our specialty forces, enhancements in the primary care arena and expanded reach into the hospital environment are precisely aligned to our strategic focus," said Stellingworth. "We now have the right structure in place to meet and exceed our goals." PR

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