LAUNCH PREPARATIONS
To deliver on our Commercial strategy and in preparation for "the perfect storm", the CELL Group's role in upcoming launches includes:
Raptiva
Raptiva is Genentech's first entry into the dermatology marketplace, and, as such, its launch and training is critical. Raptiva's entry into the psoriasis market in January 2004 will be crowded due to three other recombinant biologics already established in the market. CELL will be responsible for all three phases of training as well as a dermatology preceptorship program and post launch advanced selling and clinical training. Kathy Duun and Jim Ecker, members of all Raptiva Commercial teams, will assure the CELL Group remains in synch with brand strategy. In early 2003, we will add a third CELL Program Manager to the Raptiva team.
Xolair
Currently, the CELL Group is entrenched in Sales Training development and launch preparations for Xolair. Our product is especially unique apart from incredible science, due to 100% collaboration with Novartis (from the overall Xolair training strategy to actual training materials). Our current collaboration with our Novartis partners is going phenomenally well. Alignment is tight among CELL, Field Sales and the Brand is strong between both companies. Senior Manager, Melody Barnes-Lal, Senior Program Manager Russell Gerald, and new Program Manager Keith White, will coordinate and develop training strategies and programs in preparation for implementation.
Avastin
The potential launch of Avastin in the next 12-24 months requires a significant training effort to be rolled out over a short period of time. Senior Manager Russ Ruspini and BioOncology Program Managers are preparing our Phase 1 efforts for these products with:
- Online Resource Libraries
- Multimedia backgrounders
- Colo-rectal, Lung, & Renal Cancer Disease State backgrounders
- Molecular targeted therapies for Breast, Renal & Lung Cancer
- Audio Modules
- Targeted Therapies for Lung, Colo-rectal, & Renal Cancers
Tarceva
The potential launch of Tarceva in the next 12-24 months also requires a significant training effort to be rolled out over a short period of time. Senior Manager Russ Ruspini and BioOncology Program Managers are gearing up our Phase 1 training efforts for these products with:
- Online Resource Libraries
- Multimedia backgrounders
- Colo-rectal, Lung, & Renal Cancer Disease State backgrounders
- Molecular targeted therapies for Breast, Renal & Lung Cancer
- EGFR Backgrounder
- Audio Modules
- Targeted Therapies for Lung, Colo-rectal, & Renal Cancers
BRAND TRAINING AND DEVELOPMENT
Specialty Therapeutics
Specialty Therapeutics includes all of our HGH's and Pulmozyme. This franchise is still growing despite being 16 years old. In 2002, these brands saw a 17% revenue growth over 2001. This type of performance is unheard of in the medical industry.
CELL is rewriting all Phase-1 materials to reflect current market conditions. In addition, we are establishing preceptorships for the Chronic Kidney Disease market and conducting Phase-II and III classes to assure we are the most advanced sales force in this competitive marketplace that includes five other companies.
In 2003, we will see the entry of the sixth competitor, a "low cost" HGH provider in TevaTropin. We need to train to defend against price erosion as well. Santiago Madrinan and Jim Ecker will be responsible for all of these initiatives. Both are members of all Specialty Therapeutic Commercial teams which contribute to brand strategy.
Cardiovascular
In 2003, our Cardiovascular training strategy will focus on combining strong Brand, Field Sales and CELL alignment with:
- Speed-the ability to quickly change, develop and implement training programs.
- Focus -training based on the current and future market needs.
- Quality-delivering quality training programs using sound science, state of the art technology and current thinking on adult learning.
Senior Manager, Melody Barnes-Lal, along with new Program Manager, Dan McCurren, will develop and implement these components and learning events.
BioOncology
Our objective is to support the BioOncology Franchise goal of establishing Genentech as the #1 company in therapeutic treatments for Oncology by 2005. To coordinate this ongoing effort, Senior Manager Russ Ruspini and BioOncology Program Managers are determining strategic training events that incorporate targeted coursework, performance support material, and online modules.
To support these training events, the following will be implemented to each product area:
Hematology:
- Rituxan "Minutes with the Investigator", web-based updates straight from the investigators perspective
- Updates from ASH
- Multimedia backgrounders:
- Evolution of Care and Maintenance therapy in Oncology
- "Cooperative Groups and their role in the oncology marketplace"
- Advanced Selling Skills workshops
- Online training modules and updates on Reimbursement and the Business of Oncology
Solid Tumor:
- Herceptin "Minutes with the Investigator"
- Updates from the San Antonio Breast Cancer Conference and ASCO
- Herceptin TCH backgrounder
- Online Resource Libraries
- Multimedia backgrounders
- Molecular targeted therapies for Breast and Lung Cancer
gLEARN/BLENDED LEARNING
gLearn
gLearn is a learning management system (LMS), due to roll out to Genentech and the Commercial Organization in 2003. gLearn is a technology that tracks training and manages learning at the employee and supervisor level. All types of training, including online components may be integrated and accessed with this new system. Throughout the LMS development stage, the CELL Group has been the voice for Commercial and has communicated business needs, system requirements and user profiles. In order to understand and utilize this technology to its fullest, the CELL Group will be involved in the delivery of targeted training to all Commercial employees.
Blended Learning
The term "Blended Learning" is used to describe the integration of new technologies such as CD-rom, the Web, or remote conferencing with traditional classroom instruction. In 2003, we will leverage more of these strategies to support our training objectives.
As part of Genentech's Imperative 4, "maintaining selling excellence," the CELL Group will apply blended learning technologies that incorporates the market knowledge from our customers, and the institutional knowledge from our sales culture to increase the speed and efficiency of our training efforts.
gLearn is a critical tool that supports this endeavor and will be used to assist in the management of blended learning courses as well as guiding the learner to the various required components.
LEADERSHIP AND MANAGEMENT DEVELOPMENT
Winning companies have great leadership. As we prepare for the perfect storm, Genentech's Commercial organization must accelerate the development of 100 new leaders over the next several years to keep up with the demand for leadership created by our growth.
In support of Imperative 5 (Develop Leaders/Live our Values), Jerry Johnson is charged with developing the strategies and tactics that will ensure a pipeline of great leaders. We are dedicated to providing excellent training programs and resources to meet the current and future developmental needs of our leaders.
Within the framework of the Commercial Leadership Development Strategy we will be looking for existing leaders within the Commercial organization to become teachers; providing lessons on business strategies and the values by which we will conduct ourselves.
COMMERCIAL DIVERSITY INITIATIVES
What is it?
The intent of the Commercial Diversity Initiative is to better prepare our organization for future employment needs given an ever-changing demographic landscape. Our three areas of focus include Recruitment, Retention, and Leadership Development. These focal points ensure we will have the leaders and people needed to sustain our growth.
Significance to the Business?
Diversity is a business imperative. Genentech's growth places demands on a dwindling labor pool that is becoming ethnically more diverse. The various skill sets, backgrounds and experiences of our people enable us to exhibit the creativity needed to ensure we meet our goal of becoming a Commercial powerhouse -- "Market Maker".
CELL's role?
The Commercial Diversity Initiative resides within the CELL Group. The team consists of Fred Logan, Senior Director of CELL as Diversity Core Team Lead, Jerry Johnson, Senior Manager of Leadership & Management Development, as a Core Team Member, and Reggie Smith, Senior Program Manager, Leadership & Management Development as Project Lead. The group's role is to collaborate with key stakeholders for successful implementation of the initiative.
COMMERCIAL INITIATIVES
The CELL Group supports rollout and training for key corporate and Commercial priorities including:
- Mac Pilot
- COS Best Practices and Project Tracking
- gBiz
- Finance Curriculum and Tools
Additionally, the CELL Group provides functional, process and technical training.
The CELL Group is also involved in addressing skills, organizational development and training needs for the Imperative 2 analytical capabilities and new business processes.
Furthermore, the CELL Group assists with distance communication through its virtual classroom technology platform and multimedia capabilities.
ProRep
ProRep is an integral tool that supports Imperative 2 and helps upgrade analytical capabilities in support of Commercial's customer management philosophy.
ProRep was developed as a "business intelligence" tool to enhance the accuracy and timeliness of the information exchange between sales and marketing. Ultimately ProRep will help us meet the needs of our customers. Program Managers will be responsible for the training and deliverables of ProRep in their respective franchise areas.
The CELL Group initiatives around this effort include:
Live and Ongoing Training
- ProReP Web Links
- ProReP Screen Shots
- "Building Technical Fluency" modules
- Post-Training: Ensuring Success
- Job Aids
- Troubleshooting/FAQ guides
- Web-based follow-up training and feedback mechanisms
MANAGED CARE TRAINING AND DEVELOPMENT
The CELL Group collaborates with Field Managed Care to support ongoing learning and development needs, including new hire orientation and training on marketed and launch products.
These programs are developed through a collaboration of the managed care group, Field Managed Care, and mentors - in partnership with Susannah Wise and other CELL Group members.
GPP/COMPLIANCE
The CELL Group provides training resources and communication on policies and guidelines under Good Promotional Practices (GPP) -- Genentech's Commercial compliance program. Susannah Wise and Kathleen Antigo partner with Legal and Regulatory to ensure that the Commercial organization is in full compliance with the laws that regulate our industry.
