Lilly USA ups new President
Pharmaceutical giant Eli Lilly and Company announced the promotion of Enrique Conterno, currently senior vice president of health care professional markets, to the role of president of Lilly USA, according to the company
Conterno succeeds Deirdre Connelly, who has led the Indianapolis-based company’s operations since 2005. Connelly resigned from the company to pursue other opportunities.
Conterno will report directly to Bryce Carmine, executive vice president of global marketing and sales, and will join Lilly USA’s operations committee. He will also retain his role as a member of the senior management council. His new appointment is effective immediately.
Lilly USA develops a growing portfolio of medicines and other pharmaceutical products that treat global diseases. The company develops and markets solutions for a variety of ailments that affect both humans and animals, including cancer, diabetes, schizophrenia, and Attention Deficit and Hyperactive Disorder.
Spokesperson Phil Belt told WinmoEdge that because Lilly USA
develops and manufactures such a wide variety of medications, the company has many types of consumers to target.
There’s a combination of private payment, which includes individual consumers and insurance companies, as well as health care that’s provided through the government like Medicaid and other similar businesses.
“Part of Lilly USA and part of Enrique’s new job is the responsibility for our business-to-business relationships with insurance companies and managed care organizations; our B-to-G, which is government operations, because it’s such an important customer; and our traditional direct-to-consumer advertising for certain medicines,” Belt said. “We’ve also got a sales force in the U.S. that calls on physicians and hospitals, and all of this falls under Lilly USA.”
Because Conterno brings such an extensive background in marketing to his new position, from both inside and out of the United States, Belt said that a lot of his direct staff will be Lilly USA corporate marketers that will report up to him. Conterno’s involvement with Lilly USA’s marketing initiatives is a large part of his new responsibilities.
“Brand awareness – and by that I don’t mean the corporate brand, but all of the product brands that we actively market today – is certainly at the core of what the ‘brand teams’ do,” Belt said. “In his (Conterno’s) role, he’ll have oversight for not just the operational aspects of the sales force and the B-to-B efforts, but ultimately he’ll oversee development of the brand equity in each brand. Lilly USA is a shade over half of our total business, and for all of the functions within our U.S. business, he now has oversight.”
While our source was unsure about some of Lilly USA’s specific agency relationships, he said that partnerships are an important part of the company’s strategy.
“We refer to it as a FIPNet – Fully Integrated Pharmaceutical Network – and we use a lot of partners for many things,” he belt said. “To say that we are certainly open to partnerships big and small is entirely accurate.”
According to The List database, New York-based Snell Medical Communications has handled Lilly’s public relations since 2006, Chicago-based TBA Global Events has worked on its branding since 2005 and Kansas City, Mo.-based McCormick Company has assisted with its integrated marketing since 1999.
The Nielsen Company reported that Lilly spent about $184.2 million on measured media in 2007. About $87.1 million was spent on network television ads, $32.5 million was spent on national magazine ads and about $31.2 million was spent on cable television ads.
Eli Lilly & Company
1555 South Harding Street
Indianapolis, IN 46221
President, Lilly USA
Executive Vice President, Global Marketing & Sales
Dr. John Lechleiter
Chief Executive Officer