Glaxo Wellcome units in sales restructuring

MUMBAI, DEC 2: Glaxo India has announced plans to revamp its pharmaceutical sales and marketing structure, a move that will see the devol...

MUMBAI, DEC 2: Glaxo India has announced plans to revamp its pharmaceutical sales and marketing structure, a move that will see the devolvement of the company’s three trading faces into seven business units. The existing trading faces — Glaxo Pharmaceuticals, Glaxo Allenburys and Burroughs Wellcome will be reshaped into distinct units — "The Magnificent 7".

"The major change envisaged is a move away from a trading face centered approach to a therapy area focused approach," the firm said in a statement. "Thus, the three current trading faces of the company – Glaxo Pharmaceuticals, Glaxo Allenburys and Burroughs Wellcome – will devolve into seven business units…," it said. Glaxo India and Burroughs Wellcome (India) are subsidiaries of Britain’s Glaxo Wellcome Plc.

Each business unit will have its own distinct team of sales and marketing staff, Glaxo said. It said its portfolio of over 200 products would be rationalised and re-allocated among the business units.

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"The new structure will enable the company to address the critical success factors in the increasingly competitive market place," it said. The new structure will be in place by January 1, 2000 and the therapy areas in which the business units will focus are: gastroenterology, dermatology, respiratory, paediatrics and neurology, gynaecology and surgery, intensive care, cardiovascular and diabetes, Glaxo said.

The new marketing structure will also see the recruitment of around 400 additional medical representatives, so that each team is adequately backed. Currently, Glaxo has a field force of around 1,350 personnel.

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