When Joseph Jimenez joined Novartis, in 2007, the company was facing a big challenge: Its blockbuster drug Diovan, which accounted for more than 20% of the pharmaceutical division’s revenue, would lose its U.S. patent in 2012. His senior executives had some ideas for offsetting the loss—about 100 of them.
From that list they chose three on which to focus: The division invested significantly in testing Afinitor in breast cancer. It set up Novartis China Commercial University to screen, hire, and train several hundred salespeople for rapid expansion in high-growth markets. It began to transition to an outcomes-based approach to selling medicine by offering to screen patients for responsiveness to new drugs before they’re prescribed.
For more than a decade, the top-selling Novartis product has been a drug called Diovan. It’s an anti-hypertensive, which means that it treats high blood pressure, and patients who need it take the medicine every day. Scientists inside our company spent many years developing Diovan, and it has been tested on thousands of patients in clinical trials. Altogether Novartis spent well over a billion dollars on development and received a patent to sell Diovan exclusively for 14 years.
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