Wow! Check out those expensive new headquarters of German Pharmaceutical Giant Boehringer Ingelheim Pharma! They are all about marketing for the money and getting those drugs approved!
Boehringer Ingelheim’s lead hepatitis C compound moves into phase III – the first within the BI HCV portfolio
(Yes, BI Has A Portfolio of Hep C Drugs To Cash In On!)
FDA Fast Track designations granted for both: the protease inhibitor BI 201335 plus standard-of-care and the interferon-free combination of BI 201335 with polymerase inhibitor, BI 207127Not for U.S. media
INGELHEIM, Germany, 2 April 2011 – Boehringer Ingelheim today announced the study outline for the pivotal Phase III clinical trials designed to evaluate BI 201335, its once-daily oral protease inhibitor, in both treatment-naïve and -experienced patients with chronic genotype-1 hepatitis C virus (HCV), the most challenging genotype to treat.In parallel, the U.S. Food and Drug Administration (FDA) has granted Fast Track designations for BI 201335 plus standard-of care (SOC), and as part of the interferon-free combination with the polymerase inhibitor, BI 207127, in chronic genotype-1 HCV patients."We are delighted to receive the FDA’s Fast Track designation for both, our BI 201335 plus SOC, and interferon-free combination treatment approaches. If successful, the combination therapy carries the potential for patients to live without the burden of interferon’s side effects," said Professor Klaus Dugi, Corporate Senior Vice President Medicine at Boehringer Ingelheim. BI 201335 Phase III Trials* BI 201335 will be evaluated in multiple randomised, double-blind, placebo-controlled trials in combination with pegylated-interferon and ribavirin (PegIFN/RBV), the current HCV SOC. The Phase III trials include two studies in treatment- naïve and one study in treatment-experienced chronic genotype-1 HCV patients. The two studies in treatment-naïve patients will be conducted in the European Union and Japan, as well as the U.S., Canada, Taiwan and Korea. The study in treatment-experienced patients will be conducted globally. BI 201335 will be dosed once-daily at either 120mg or 240mg in combination with PegIFN/RBV and treatment durations will range from 24 to 48 weeks. The primary endpoint of each trial is sustained viral response (SVR), which is considered viral cure. PegIFN-Free Phase II Trials of BI 201335 + BI 207127 In parallel, Boehringer Ingelheim is developing BI 207127, an oral HCV polymerase inhibitor that has completed Phase I clinical trials in combination with BI 201335. Phase II trials evaluating BI 207127 plus BI 201335 in PegIFN-free regimens, both with and without ribavirin, are currently underway. The FDA has designated this investigation as a Fast Track development programme. Fast Track is a process designed to facilitate the development and expedite the review of drugs to treat serious diseases and fill an unmet medical need. The purpose is to get important new drugs to patients earlier.(Nobody Ever Told Me About The Interferon Free Trials Of BI 207127: Why Is That? Why Didn't I Have The Option Offered?)About Boehringer Ingelheim in Virology Boehringer Ingelheim has more than 6,900 scientists working in cross disciplinary teams within our global R&D network in six large therapeutic areas, including virology. In addition to its ongoing research programme for HCV, Boehringer Ingelheim has a long-standing history in virology drug development, including compounds for the treatment of HIV (VIRAMUNE® (nevirapine) tablets/oral suspension, the first approved HIV non-nucleoside reverse transcriptase inhibitor (NNRTI) and Aptivus®, an HIV protease inhibitor).
The Evolution of a Company Logo Expressing What Exactly?
Boehringer Ingelheim Pharma And Marketing Strategies To Make Money
FDA Fast Track designations granted for both: the protease inhibitor BI 201335 plus standard-of-care and the interferon-free combination of BI 201335 with polymerase inhibitor, BI 207127
Not for U.S. media
INGELHEIM, Germany, 2 April 2011 – Boehringer Ingelheim today announced the study outline for the pivotal Phase III clinical trials designed to evaluate BI 201335, its once-daily oral protease inhibitor, in both treatment-naïve and -experienced patients with chronic genotype-1 hepatitis C virus (HCV), the most challenging genotype to treat.
INGELHEIM, Germany, 2 April 2011 – Boehringer Ingelheim today announced the study outline for the pivotal Phase III clinical trials designed to evaluate BI 201335, its once-daily oral protease inhibitor, in both treatment-naïve and -experienced patients with chronic genotype-1 hepatitis C virus (HCV), the most challenging genotype to treat.
In parallel, the U.S. Food and Drug Administration (FDA) has granted Fast Track designations for BI 201335 plus standard-of care (SOC), and as part of the interferon-free combination with the polymerase inhibitor, BI 207127, in chronic genotype-1 HCV patients.
"We are delighted to receive the FDA’s Fast Track designation for both, our BI 201335 plus SOC, and interferon-free combination treatment approaches. If successful, the combination therapy carries the potential for patients to live without the burden of interferon’s side effects," said Professor Klaus Dugi, Corporate Senior Vice President Medicine at Boehringer Ingelheim.
BI 201335 Phase III Trials* BI 201335 will be evaluated in multiple randomised, double-blind, placebo-controlled trials in combination with pegylated-interferon and ribavirin (PegIFN/RBV), the current HCV SOC. The Phase III trials include two studies in treatment- naïve and one study in treatment-experienced chronic genotype-1 HCV patients. The two studies in treatment-naïve patients will be conducted in the European Union and Japan, as well as the U.S., Canada, Taiwan and Korea. The study in treatment-experienced patients will be conducted globally. BI 201335 will be dosed once-daily at either 120mg or 240mg in combination with PegIFN/RBV and treatment durations will range from 24 to 48 weeks. The primary endpoint of each trial is sustained viral response (SVR), which is considered viral cure.
PegIFN-Free Phase II Trials of BI 201335 + BI 207127 In parallel, Boehringer Ingelheim is developing BI 207127, an oral HCV polymerase inhibitor that has completed Phase I clinical trials in combination with BI 201335. Phase II trials evaluating BI 207127 plus BI 201335 in PegIFN-free regimens, both with and without ribavirin, are currently underway. The FDA has designated this investigation as a Fast Track development programme. Fast Track is a process designed to facilitate the development and expedite the review of drugs to treat serious diseases and fill an unmet medical need. The purpose is to get important new drugs to patients earlier.(Nobody Ever Told Me About The Interferon Free Trials Of BI 207127: Why Is That? Why Didn't I Have The Option Offered?)
About Boehringer Ingelheim in Virology Boehringer Ingelheim has more than 6,900 scientists working in cross disciplinary teams within our global R&D network in six large therapeutic areas, including virology. In addition to its ongoing research programme for HCV, Boehringer Ingelheim has a long-standing history in virology drug development, including compounds for the treatment of HIV (VIRAMUNE® (nevirapine) tablets/oral suspension, the first approved HIV non-nucleoside reverse transcriptase inhibitor (NNRTI) and Aptivus®, an HIV protease inhibitor).
Boehringer Ingelheim Pharma And Marketing Strategies To Make Money
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| The Evolution of a Company Logo Expressing What Exactly? |
Pressure in consumer healthcare sales
Healthcare reforms and a downward pressure on prices as a result of generic drug manufacturers leave companies like Boehringer Ingelheim under enormous pressure to reduce costs. The competition is tough and the customers are experts: Companies that want to sell medicines to pharmacies require strong and original sales strategies. The consumer healthcare products division of Boehringer Ingelheim Pharma GmbH & Co. KG enhanced its SAP Customer Relationship Management (SAP CRM) application with additional campaign and event management applications to gain an overview of all of its marketing activities and measure their success.
Boehringer Ingelheim is one of the world’s top 20 largest pharmaceutical companies. It employs 39,800 people in 135 associated companies worldwide. The family-owned company, which was founded in 1885, focuses on researching, developing, producing and selling new compounds for both human and veterinary medicine. In 2007, it generated total revenues of €10.95 billion. The firm invests almost one-fifth of its revenues in the research and development of new medicines.
The pharmaceutical company’s consumer healthcare products division intends to launch a marketing campaign for the pharmacy-only medicine in the next quarter that will continue for several months.
A year earlier, the sales representative would have organized his marketing activities and visits to pharmacies almost entirely at his discretion. He would have worked alone to classify customers and assess their potential. Previously, he and his approximately 60 colleagues were only informed about upcoming marketing activities during sales conferences.
Today, however, the sales representative plans his activities together with the company’s marketing department, supported by an industry-specific solution with special campaign and event management functions. All the customer data is prepared in the centralized solution to give the sales team timely information about campaigns and a structured analysis of their success.
Boehringer Ingelheim groups pharmacies together according to sales, potential, and segments.
To measure a campaign’s success, all internal and external customer data is consolidated and compared. The 150 members of the sales team now have access to a graphical and easy to use SAP CRM user interface that offers a standardized view of all the campaigns and events. The days of sending Microsoft Excel and Word documents back and forth to prepare for a marketing campaign are definitively over.
It does not take long for the sales representative to reach a deal with the pharmacists: The pharmacy will place the medicine in a prominent position behind the cash register over the coming summer months, while a product stand and additional display materials in the shop’s window will help draw attention to the sales promotion.
A year earlier, the sales representative would have organized his marketing activities and visits to pharmacies almost entirely at his discretion. He would have worked alone to classify customers and assess their potential. Previously, he and his approximately 60 colleagues were only informed about upcoming marketing activities during sales conferences.
Today, however, the sales representative plans his activities together with the company’s marketing department, supported by an industry-specific solution with special campaign and event management functions. All the customer data is prepared in the centralized solution to give the sales team timely information about campaigns and a structured analysis of their success.
Boehringer Ingelheim wanted to use a standardized campaign and event management system to improve communication between the marketing department, office-based personnel, and external sales representatives. The new solution provides decision-making support to sales management, marketing, and sales representatives to increase sales. One of the objectives of the system was to use standardized data and comprehensive analysis to determine which wholesalers or pharmacies were targeted by campaigns currently underway.
Employees enter campaigns, activities, promotions, events, information about where they will be held, and additional data about trade shows or flight departure times, for example, in the marketing and event calendar. Furthermore, an entry can be linked to a campaign as soon as it is made in the system. Analysis and reporting functions enable Boehringer Ingelheim to track the success of the go-to-market of a new drug, for example. “The quality of our customer overview has improved significantly,” says Geßner.
The new marketing, event, and campaign management system has fulfilled project managers’ and users’ expectations, and the feedback has been overwhelmingly positive. Boehringer Ingelheim employees are very satisfied with the integrated system enhanced by means of the CRM-To-Go package for the pharmaceuticals industry.
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