Otsuka Pharmaceuticals UK

Otsuka Pharmaceuticals UK
Individuality: Inspiration: Innovation

It’s an exciting time for Otsuka in the UK. With an expanding presence in the market and a new product launch on the way, the future is looking bright.

Although the Otsuka name is not as well-known in the UK, globally Otsuka is Japan’s fourth biggest pharma company, strong in terms of R&D investment and the 25th largest pharmaceutical company in the world (Pharmaceutical Executive Europe 2007). It has global sales of over $5 billion and operates in 18 countries worldwide.

“Otsuka combines the advantages of a small operation – local flexibility, quick decision making and a real people focus – with global resources,” says National Sales Manager James Hunt. “Often, when you work for a small company you have the little brands that go with it. One of the great things about working for Otsuka is that we have the big brands and global backing of the overall company.”

Otsuka has increased investment in its business across Europe and in the UK sales have grown steadily since 2004 and this is expected to continue. Its development has also bought recognition:
Otsuka has won the Pharmatimes’ Mental Health Representative of the Year Award three times in the last four years and was awarded Investor in People status in September 2008.

Addressing unmet medical needs

Otsuka draws on its Japanese values of creativity and innovation and is determined to develop products that are first-in-class or best-in-class, which will make a significant difference to patients and the clinicians.

Otsuka’s leading product in the UK is Abilify® for use in mental health. The product has won 10 industry awards for innovation and is available to patients in more than 50 countries worldwide. Other products marketed in the UK are Pletal®, used in vascular disease, and Adacolumn®, a medical device for chronic inflammation. In the last two years, sales of Pletal® have grown by more than 30% each year and plans are underway to launch the drug in further European markets this year.

“We are all encouraged to be involved in the development and implementation of any company changes, with each team having a representative who is part of the decision-making process”
Becky, Senior Psychiatric Hospital Specialist

A new, first-in-class product is due for launch in 2009. This product will potentially be the first Otsuka launches globally on its own, rather than in collaboration with another company. This demonstrates how things are moving forward for the company.

Dipen, Senior Psychiatry Hospital Specialist, explains how his experience of working for Otsuka has changed over the last four years: “Now we have a real presence and we are able to be an important support to the hospital psychiatric team. It’s a fantastic feeling to know that you’re helping someone with mental health problems to be able to function better and be able to get more out of life. My job isn’t just about promoting a particular medication; it’s about working with our customers to raise awareness and help educate people about the issues surrounding mental health.”

Empowering people to make a difference

Key to Otsuka are the values of Creativity and Innovation, Teamwork and Concern for People, which are drawn from Japanese business principles. Otsuka UK combines these with a European results-focus and strong performance ethic to create a company with a dynamic working environment, where people can play a part in building a successful company with a growing reputation in the UK. “I’ve been in other companies that talk a lot about the importance of people, but at Otsuka it really lives,” says Managing Director Grant Geddes. “This is captured in what we call the Otsuka ‘spirit’, which is hard to define, but it is about listening to people, energising them, making them responsible and giving them a variation in their role that empowers them to make a difference.”

As it is a small company, every individual person working for Otsuka is valued and is able to make a significant contribution to the success of the company. As Grant Geddes continues: “It is our people that make Otsuka different to other companies, and the way they embrace the freedom that they have here. To be successful at Otsuka, you need a real entrepreneurial fl are and the ability to see the bigger picture.

“We are enormously proud of our Investor in People Award – the fact that we have achieved this is credit to the quality of people we have in the company.”

So what is it like to work for Otsuka?

“We have a very flat structure. It’s the kind of company where if I see someone working hard, I will do everything to help them achieve their goals, even if it’s just by making them a cup of tea. It’s a collaborative culture – we’re in the race to win it together, rather than crossing the line individually.”

Territory Business Manager, an soor explains what it means to him: “At Otsuka you are encouraged to shape your territory and identify which customers will make the biggest impact on your business. It’s about a different, more proactive way of working and encourages respect for everybody regardless of position. It makes people feel valued. To be honest, I wouldn’t want to work anywhere else.”

Realising career goals

As well as giving its people real independence in their roles, Otsuka is keen to recognise achievements and encourage development and career progression.

“We put a lot into our people, particularly into their coaching and development,” says James Hunt. “We recognise best practice and success in a number of ways, for example, through our internal X-sell Awards and a trip to Japan for our most successful people each year. Recently, one of our team went on a secondment to the US to help prepare for a product launch, so there is a real variety of opportunities.””

As part of its career development programme, Otsuka launched its Career Pathway last year, which provides a way of mapping out a representative’s professional development within sales. This works well for career representatives but also those who would like to develop into other roles in the future.

Jennine describes how she felt to secure a recent promotion to Regional Business Manager: “It’s a great feeling to be a young manager in a company I love. It’s also testament to the culture of Otsuka. If you’re focused, people really support you and help you to realise your goals. Our customers recognise that we’re not like other companies in that we look to build long-term relationships, and sales come out of that.”

With growth forecast in 2009, Otsuka is planning to have opportunities for experienced specialist representatives and healthcare account managers – perhaps you could be part of Otsuka’s future. Please look out for advertisements in early 2009.