Martin Cearnal
Analyst · Wells Fargo
Thank you, A.J. On our last call, we announced our new commercial strategy for 2012. The theme of that strategy is to maximize near-term potential for our brands, while preserving long-term opportunity. I'd like to report on our progress in implementing this new strategy.
We've completed the consolidation of our sales organization, reducing net group size from 113 to 100 sales professionals. Having taken a fresh look at the potential for our brands, we feel that our sales organization is now optimally sized for our current product line.
We need this team of sales professionals to pursue the near-term opportunities we have identified and drive continued growth of our business. We will continue to monitor the productivity of our sales organization and the return on our investment for each of our brands.
We have also completed the redeployment of our representatives, having reorganized our territories based on Acetadote and Kristalose targets. We have closed territories where the potential or access to that potential is lacking and opened new territories where new opportunities for untapped potential have been identified. We will continue to monitor the results of this redeployment and our ability to access new sales opportunities.
Furthermore, we have reallocated our sales force promotional efforts in order to shift significant support to Acetadote and Kristalose. These are our largest 2 brands, and we believe they can contribute to significant near-term growth in our revenues.
Also during the first quarter, we completed the announced elimination of the 400-milligram vial size for Caldolor. We believe that the 800-milligram vial size can adequately supply the market for this product, particularly in the multimodal management of pain.
This new commercial strategy was rolled out at our national sales meeting, which took place late in the first quarter. At this meeting, we introduced the new strategy to our sales organization, reviewed the new deployment and promotional allocations, as well as the focus on select priority accounts.
We also introduced new marketing campaigns for each of our brands. We have already begun to see the positive impact of these initiatives as we move into the second quarter.
A key element of our strategy is to place more emphasis on Acetadote following the approval of the new formulation and the recent issuance of the patent. Our new strategy increases promotional resources for Acetadote, including the redeployment of our sales organization to maximize coverage of high potential Acetadote accounts across the country.
We have allocated a much greater percentage of our sales team's time to Acetadote promotional efforts. We believe these efforts, coupled with initiatives to drive higher productivity, will maximize return on investment in our sales organization.
During 2011, we reported that midyear shortages of competing oral products positively impacted volume for Acetadote. These shortages abated as competitive product supplies resumed later in the year. These dynamics affected our business as hospitals first bought in extra Acetadote supplies during the competitive shortages and then slowed their Acetadote purchases later in the year as competitive supplies resumed.
Wholesaler purchases, meanwhile, were also clearly impacted by the competitive supply dynamics, which resulted in fluctuating wholesaler buying patterns of Acetadote during the year. These fluctuations continued into the first quarter of this year as wholesalers corrected their inventory levels. As we move into the second quarter, the wholesaler inventories and buying patterns appear to have normalized.
However, it is also important to point out that overall hospital demand for Acetadote grew in 2011 and continued to grow in the first quarter of 2012.
Now on to Kristalose. With the acquisition of the FDA registration and trademark in November of 2011, we were able to simplify the supply chain and resume full supply and avoid disruptions like those we experienced earlier in 2011.
This recovery gives us the confidence to allocate additional promotional time and effort to this brand as a part of our new strategy. We have continued to see Kristalose volume build since we've been able to provide a steady supply.
We believe this recovery trend and our increased promotional effort contributed to Kristalose's strong performance in the first quarter.
Next, I would like to discuss Caldolor. As a part of our new commercial strategy, we are adopting a more focused approach for Caldolor. We are targeting a limited number select priority accounts specifically focusing on the opportunity in pain management.
We expect this concentrated approach will be a more productive and cost efficient way to build the product in the current market environment. We are encouraged by the continued favorable feedback from a growing number of physicians successfully using Caldolor to treat their patients. We are also encouraged by the growth in our shipments, as well as the growth in hospital demand for the product.
Finally, we expect that our new commercial strategy will result in an overall decrease in sales and marketing expenses as a percentage of revenue as we continue to enhance efficiencies moving forward. We continue to develop this more efficient and targeted sales organization into a high-quality specialty force capable of promoting both current and future products. As part of this development, we will continue to implement new sales training, new sales support and improved assessment tools to further enhance productivity.
With that, I'll turn the call back over to you, A.J.