|
|
 |
|
|
| Marketing |
|
Eisai has established regional headquarters in each of the following regions: Japan; the Americas; Europe; China and Asia/Oceania & the Middle East. These regional headquarters formulate strategies for each region.
|
|
| Business in Japan |
|
[Japan Business Headquarters (JBHQ)]
In light of the recent medical trends in Japan focused on prevention, disease management, and the latest treatments, the Eisai Group established Japan Business Headquarters (JBHQ) and has been implementing an integrated business strategy for its four domestic business operations, which comprise prescription drugs, consumer health-care products, diagnostics, and generics. Based on this unique and integrated system, the Eisai Group aims to achieve close collaboration among these four business operations in supplying high-quality information, services, and products in sufficient quantities; raising disease awareness, taking into account consultation, diagnosis, and treatment; facilitating the concurrent use of diagnostic agents and pharmaceutical products in the same therapeutic area; and supplying high-quality products and useful information on generic drugs through cooperation between Eisai Co., Ltd., and its subsidiaries.
On the foundation of these initiatives, the Eisai Group is making a full-scale entry into the fields of oncology and critical care. At the same time, the Group will achieve continuous growth through the early commercialization of pipeline products in the fields of immune/inflammatory disorders, neurology, and gastrointestinal disorders. |
|
[Prescription Pharmaceuticals Business in Japan]
(Aricept®)
(Pariet®) |
|
In Japan, Eisai's prescription pharmaceutical business is centered on drugs prescribed by medical professionals in hospitals and clinics. With special emphasis on, Aricept®, a drug for treating mild-to-moderate Alzheimer's disease, and Pariet®, a proton pump inhibitor for treating ulcers and gastroesophageal reflux disease, Eisai focuses on its sales efforts in same areas such as neurology, the digestive system, locomotory system and immunology & inflammation. Sales activities are aimed at developing efficient and effective promotional activities for the company's products in those areas.
We particularly consider the prescription pharmaceutical business to play an important role in contributing to medicine by providing professionals in this field with highly reliable product information based on evidence from the most recent medical breakthroughs, as well as ensure a stable supply of high-quality products to medical institutions. To achieve this, we provide the most recent and appropriate usage information for our products, collect constantly expanding and evolving information on diagnostics and treatment trends in the medical field, and validate our overall activities. |
In recent years, as part of the reforms in the medical service in Japan, there has been an accelerated movement among medical institutions to separate their functions and to promote coalition. Therefore, today's health care environment demands action on providing more detailed, high quality medical-related information. In this regard, we implemented reforms in management structure and developed training and education modules to enhance our MRs' knowledge and skills so that we can respond quickly and flexibly to these types of market changes in the future.
Through the conduct of various educational activities, Eisai contributes to the dissemination of information related to drugs, as well as information on various disease conditions to patients, their families and caregivers. |
|
[Consumer Healthcare Products in Japan (OTC Drugs)]
The consumer health care products business is centered on over-the-counter products sold at drugstores and pharmacies. It also handles products that support healthcare such as quasi-drugs. Eisai refers to all of these products collectively as consumer health products.
Some products that consumers have become familiar with through television commercials and other forms of advertising include Chocola BB Plus®, a remedy for canker sores that also helps to relieve dry skin, Selbell®, a remedy that adjusts the protection of mucous in weakened stomachs, and Nabolin® EB tablets for treating persistently stiff shoulders and numbness in hands and feet. Other Eisai products include Saclon®, a fast and effective green-colored medicine for the relief and protection of the stomach due to alcohol consumption or excessive acid secretion, and Travelmin®, an effective remedy for motion sickness that can be taken even after experiencing symptoms. These Eisai products are used and relied on by many customers.
Eisai launched “Crystal Veil”, an allergen screen topical gel, in October 2009, and “Chocola BB® Royal T”, new pharmaceutical tablets of the Chocola BB series, in February 2010. Eisai intends to bolster these useful new products for consumer health.
The consumer health care products business is the most visibly active of all Eisai's businesses from the perspective of patients and consumers. Ideas based on comments received directly from customers as well as from pharmacies and drugstore pharmacists are used in developing and improving high-quality products that provide benefits to customers. One example is the shrink-wrap packaging to prevent product tampering.
Eisai is undertaking product development and marketing in the consumer health care products business with the aim of meeting the self-medication needs of customers and contributing to further improving quality of life (QOL). |
|
 |
|
Page Top  |
| Business in the U.S. (Sales) |
The Company's U.S. business had been centered around its major products, namely Aricept®, an Alzheimer's disease treatment, and AcipHex® (brand name in Japan: Pariet®), a proton pump inhibitor. More recently, the Company has enhanced its business platform in the United States as well as successfully made a full-scale entry into the field of oncology through the acquisition of MGI PHARMA, INC., thus transforming its business focus into the growing segments of oncology and critical care.
At the same time, the Company will continue its development efforts with regard to Aricept® and AcipHex®, both treatments in high demand, seeking to increase their usefulness by adding new formulations including a transdermal patch formulation, high-dose formulation, and extended release formulation, as well as new indications to increase patient value. In addition, the Company will develop and make available on the market its portfolio of oncology products and critical care products, such as its sepsis treatment.
The sales force in the U.S. comprises approximately 920 MRs (as of the end of March 2010). Divided into several specialty groups, the MRs are expediting marketing activities for the extensive line of products in the U.S.
|
| Page Top |
| Business in Europe (Sales) |
With sales subsidiaries located in Germany, France, Italy, Spain, Switzerland, Sweden, Portugal, Belgium, Austria and the U.K., where Eisai's European holding company and regional headquarters are located, Eisai's products are available in a total of 22 European countries (as of the end of March 2010).
In June 2009, Eisai established the European Knowledge Centre (EKC) in Hatfield in the U.K. as its base for business development in Europe, integrating production, drug discovery research, clinical research, marketing, and headquarters functions for the European region on one site. The EKC now houses the Company's operational functions for the whole of Europe, including marketing, medical, finance, and IT, while the Company's subsidiaries in Europe specialize in the marketing of its products. Through the establishment of the EKC, the Company has been able to continue to move towards a High-Efficiency Business Model, a unique new business model that seeks to generate higher efficiency and productivity.
Eisai's business in Europe has been driven by its core products Aricept® and Pariet®. In addition, Eisai is actively expanding its product portfolio with in-licensing products such as anti-epileptic agents Zonegran®, Inovelon®, and Zebinex®, as well as Prialt®, a therapy used to treat severe chronic pain, and NeuroBloc®, a treatment for cervical dystonia, while at the same time seeking to make contributions to increasing benefits to patients and their families by positioning epilepsy as a new therapeutic area of focus with high unmet medical needs. |
| Page Top |
| Business in China and Asia/Oceania & the Middle East (Sales) |
Eisai has been actively conducting business in Asia since the 1960s. The Company is strengthening its strategic product portfolio to meet the various characteristics and medical needs of each market.
[China]
In China, the Company seeks to contribute to the disease management of patients and enhancement of their quality of life by proactively introducing products tailored to the distinctive disease characteristics seen in China, while at the same time strengthening its presence with Aricept® and Pariet®, the Company's major global products. Furthermore, the Company is aiming to achieve continuous growth by expanding its sales network in the Chinese market.
[Asia/Oceania & the Middle East (AOME)]
In its Asia/Oceania & the Middle East (AOME) business, the Company is promoting business activities that enable it to increase the quality of a range of products, information, and services that have been strategically tailored to the medical needs of each market. In December 2009, the Company established the Eisai Knowledge Centre, India as its fourth knowledge creation base. With Active Pharmaceutical Ingredients (APIs) and formulation manufacturing and API process research functions integrated on one site, the new facility serves to strengthen the Company's capabilities as it looks to become a global hub capable of ensuring a stable supply of high quality pharmaceutical products. |
|
|
