Monday, May 15, 2000
As a company grows and diversifies its marketed product portfolio,
building and maintaining multiple sales forces becomes a challenge. To complicate the
picture, big pharma companies have been ramping up their sales organizations, increasing
competition for sales reps. As a mid-sized company faced with these issues, Alza Corp.
uses co-promotion arrangements with big pharma as a substitute for growing its own sales
force as well as leveraging the sales reps it already employs.
Last week, AZA expanded its relationship with Bayer Corp. (West Haven,
Conn.), signing two marketing deals. AZA will co-promote Bayer's Avelox moxifloxacin to