Feds let Glaxo’s video do the talk­ing

Modern Healthcare - - OUTLIERS ASIDES & INSIDES -

Out­liers un­der­stands that sales can be a highly emo­tional busi­ness in which the de­lib­er­ate ma­nip­u­la­tion of sero­tonin lev­els by a salesperson can af­fect the dif­fer­ence be­tween profit and loss.

But jeez. An 11-minute video ex­hibit re­leased by the Jus­tice Depart­ment this month shows ex­actly how Glax­oSmithK­line ex­ec­u­tives worked their sales force into a money-seek­ing lather over their highly an­tic­i­pated launch for the new asthma drug Ad­vair. The com­pany video of the April 2001 live pre­sen­ta­tion shows how the sales meet­ing came com­plete with blast­ing mu­sic, strobe lights, a rock-star stage and a tow­er­ing re­pro­duc­tion of the now fa­mous Ad­vair Diskus dis­penser.

“Y’all ready for this!?!” the rap-rock jock jam by 2 Un­lim­ited de­clares as com­pany ex­ec­u­tives ap­pear on stage, sheathed in black light and pos­ing on a mov­ing plat­form like band mem­bers.

“Who wants to be a mil­lion­aire?” one GSK ex­ec­u­tive asks the crowd of sales rep­re­sen­ta­tives.

“You do the math,” the exec says later in the video. “There are peo­ple in this room who are go­ing to make an un­godly sum of money sell­ing Ad­vair. And you know who you are. That’s the way it should be. When GSK makes money, you make money. ”

The United King­dom-based com­pany agreed this month to change its sales in­cen­tives, an­nounc­ing that it had elim­i­nated in­di­vid­ual sales tar­gets as a ba­sis for bonuses and in­stead will be us­ing a mea­sure of “the qual­ity of the ser­vices” sales reps de­liver to cus­tomers in­stead.

How­ever, GSK did not ad­mit wrong­do­ing in set­tling al­le­ga­tions in­volv­ing sales of Ad­vair. You can watch the video at http://j.mp/MY70J3.

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