Focus Magazine - Fall 2012 - 16
COVERSTORY
Depomed:
I By Tim Sosbe f there’s any industry where size truly doesn’t matter, it’s the life sciences world. Good things routinely come in small pills. Lives are regularly saved and made better by sometimestiny devices. And companies of fairly modest size can compete with the big
I
“The old rule of thumb is
the right target with the right messaging with the right frequency is really going to drive your sales.”
GLEN DRUMMOND, DEPOMED
boys, o en leveling vastly uneven playing elds through innovation, drive and good, old-fashioned hard work. Case in point: Depomed, a Bay Area pharma company that’s making its mark in the industry with a fairly compact eld force of roughly 164 sales specialists and about 78 contract ex time sales representatives. Now delivering two products – Gralise, a post-herpetic neuralgia pain med, and Zipsor, an anti-in ammatory for acute mild to moderate pain – Depomed has
re-imagined large parts of its business, including training. “We’re not a big pharma company, we’re not even a mid-cap pharma company,” said Glen Drummond, Depomed’s senior director of commercial learning and development. “We’re a small specialty company that just started commercializing products last year. I think what we’re doing is pretty advanced for a small company.” Depomed’s training plan does seem advanced, as well as exible, mobile and on-demand. And in most cases, it starts with an iPad. Until October 2011, Depomed generally did not market its own products; instead simply developing the solutions and selling marketing and sales rights to other companies, along with the company’s drug-delivery technology. But that changed when Depomed released Gralise last year, and then relaunched Zipsor in June 2012 a er acquiring it from Xanodyne Pharmaceuticals. With the change in the business model came a new need for a welltrained sales force. Drummond now oversees new-hire and advanced training for 164 sales specialists, 14 district managers, two regional directors and 78 contract ex time sales representatives. Step one in that training plan is to arm the teams with technology. New sales members are rst sent a laptop and an iPad, while the contract ex representatives are sent an iPad. Along with that come materials and instructions for two weeks of home
FOCUS | FALL 2012 | www.spbt.org
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Focus Magazine - Fall 2012
Table of Contents for the Digital Edition of Focus Magazine - Fall 2012
Focus Magazine - Fall 2012
From the President: Career Development and YOUR Life
Table of Contents
Table of Contents
Guest Editor: Integrating Motivation with Training
What Aristotle Might Tell Today's Trainers
In Memoriam: SPBT Founder Sal Barilla
Depomed: Training, Technology & Transformation
The Changing Profile of the Successful Sales Rep
Next Generation Performance Support
Social Learning: How to Tap Its Potential
Selling Beyond the Clinical Message
Balanced Change: An M.G.R. / L.D.R. Approach
Integrating Compliance to Drive Confidence and Results
Moving High-Stakes Training Out of the Classroom
Virtual How: Compliance Training
Company News
People News
Ad Index
Focus Contacts
5 Questions with Karl Kapp
Focus Magazine - Fall 2012 - Focus Magazine - Fall 2012
Focus Magazine - Fall 2012 - Cover2
Focus Magazine - Fall 2012 - 3
Focus Magazine - Fall 2012 - 4
Focus Magazine - Fall 2012 - From the President: Career Development and YOUR Life
Focus Magazine - Fall 2012 - 6
Focus Magazine - Fall 2012 - Table of Contents
Focus Magazine - Fall 2012 - 8
Focus Magazine - Fall 2012 - Table of Contents
Focus Magazine - Fall 2012 - 10
Focus Magazine - Fall 2012 - Guest Editor: Integrating Motivation with Training
Focus Magazine - Fall 2012 - 12
Focus Magazine - Fall 2012 - What Aristotle Might Tell Today's Trainers
Focus Magazine - Fall 2012 - 14
Focus Magazine - Fall 2012 - In Memoriam: SPBT Founder Sal Barilla
Focus Magazine - Fall 2012 - Depomed: Training, Technology & Transformation
Focus Magazine - Fall 2012 - 17
Focus Magazine - Fall 2012 - 18
Focus Magazine - Fall 2012 - 19
Focus Magazine - Fall 2012 - 20
Focus Magazine - Fall 2012 - 21
Focus Magazine - Fall 2012 - The Changing Profile of the Successful Sales Rep
Focus Magazine - Fall 2012 - 23
Focus Magazine - Fall 2012 - Next Generation Performance Support
Focus Magazine - Fall 2012 - 25
Focus Magazine - Fall 2012 - 26
Focus Magazine - Fall 2012 - Social Learning: How to Tap Its Potential
Focus Magazine - Fall 2012 - 28
Focus Magazine - Fall 2012 - 29
Focus Magazine - Fall 2012 - Selling Beyond the Clinical Message
Focus Magazine - Fall 2012 - 31
Focus Magazine - Fall 2012 - 32
Focus Magazine - Fall 2012 - Balanced Change: An M.G.R. / L.D.R. Approach
Focus Magazine - Fall 2012 - Integrating Compliance to Drive Confidence and Results
Focus Magazine - Fall 2012 - Moving High-Stakes Training Out of the Classroom
Focus Magazine - Fall 2012 - Virtual How: Compliance Training
Focus Magazine - Fall 2012 - 37
Focus Magazine - Fall 2012 - Company News
Focus Magazine - Fall 2012 - People News
Focus Magazine - Fall 2012 - Ad Index
Focus Magazine - Fall 2012 - Focus Contacts
Focus Magazine - Fall 2012 - 5 Questions with Karl Kapp
Focus Magazine - Fall 2012 - 43
Focus Magazine - Fall 2012 - Cover4
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