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Due to the success of AstraZeneca's Nexium in 2003 has as much to do with an internal corporate transformation as it do with the brand's substantial professional and consumer promotion. That's how the co-leaders of the Nexium team - Linda Palczuk and Doug Levine, MD - see this year's achievements for Nexium which is on track for roughly $3.5 billion in worldwide sales this year. That compares with roughly $2 billion in the year-ago period and in the third-quarter sales in the U.S. were up 114 percent.
As importantly, AstraZeneca reports that prescriptions for Nexium - which built its promotional styles on a firm foundation of differentiating clinical data - in 2003 have risen 52 percent through September in the U.S. market, compared with category increase for proton pump inhibitors of 13.5 %.
Behind the numbers, according to Palczuk, executive director of commercial operations for Nexium, is the business transformation that AstraZeneca rolled out in March to put more consideration on individual brands. A key point of this new structure was the naming of co-brand leaders to represent both the development and commercial perspectives of each brand. Palczuk brings commercial expert to Nexium marketing, and Levine, executive director and development brand leader, adds the clinical and science proficiency as a research gastroenterologist. "A more traditional organization is usually built around disease process areas, but this one is built around specific brand focuses," Levine says. "Essentially, this is an example of two heads are better than one strategy."
This means that as Levine and his staff put all together clinical development plans, such as additional indications or line extensions, they get commercial input at every stage. And the reverse is very much true for any commercial planning that takes place. "In the past, we had almost a silo approach where development kind of tossed the ball over the wall to the commercial folks after a brand was launched, and we ran on it," Palczuk says.