Lilly Bets Quality Will Pay Off in U.S. Diabetes Battle
This article is for subscribers only.
Eli Lilly & Co. is counting on the quality of a diversified product portfolio over boosting its sales forces to grab a bigger slice of the $22 billion U.S. diabetes market, a difference in strategy to some of its rivals.
“I don’t think the market is responsive today to putting more and more sales people focused on brands,” Enrique Conterno, president of Lilly Diabetes, said in an interview. “We start with the patient and think of all the therapies we could have for him” instead of “trying to force a brand” on both diabetics and physicians, he said.