amgen pharma

DEPARTMENT OF PHARMACEUTICAL MANAGEMENT (NIPER-HYD) Roll no: PM/2014/407

DEPARTMENT OF PHARMACEUTICAL MANAGEMENT (NIPER-HYD) 1

CONTENTS:

INTRODUCTION

MISSION

VISION

CORE PRODUCTS

CORE PRODUCTS COMPETITORS

MILE STONES

RESEARCH AND DEVELOPMENT

PORTFOLIO

STOCK EXCHANGES

DISTRIBUTION

SUPPLYCHAIN

CUSTOMER RELATIONSHIP


INTRODUCTION:

Amgen (formerly Applied Molecular Genetics) is an American multinational biopharmaceutical company headquartered in Thousand Oaks, California. Located

in the Conejo Valley, Amgen is the world's largest independent biotechnology firm. Neulasta/Neupogen, two closely related drugs used to prevent infections in patients

undergoing cancer chemotherapy; and Enbrel, a tumor necrosis factor blocker used in the treatment of rheumatoid arthritis and other autoimmune diseases.

In 2013, Amgen had revenues of $18.7 billion, an increase of 8%, and net income of $5.08 billion. Neulasta and Neupogen are the company's top grossing medication

accounting for $5.79 billion in sales followed by Enbrel at $4.5 billion. The company spent approximately $3.9 billion last year on research and development.

The company's R&D facilities are located in South San Francisco and Thousand

Oaks, CA; Cambridge and Woburn, MA; Seattle, WA; Burnaby, British Columbia, Canada; Abingdon, Cambridge, and Uxbridge, UK; Regensburg, Germany; and

clinical development offices in additional locations around the world.

In July, Amgen announced a corporate restructuring.

The company will reduce staff by 2,400-2,900, beginning later this year and continuing through 2015, predominantly in the U.S. This represents approximately

12 percent to 15 percent of Amgen's global workforce. The Company will also close its facilities in the states of Washington and Colorado.

History

In the late 1970s, George B. Rathmann left his job as

head of research and development for diagnostics at Abbott Laboratories to take the helm of a

tiny start-up experimenting with a new technology—the ability to splice genes from one


organism into another. The company’s name was Amgen, and it went on to become the

world’s largest biotechnology company. Because of his work at Amgen and subsequent

biotech companies, Rathmann is considered one of the fathers of the biotechnology industry.

MISSION:

Our Mission: To Serve Patients

Amgen strives to serve patients by transforming the promise of science and

biotechnology into therapies that have the power to restore health or even save lives. In everything we do, we aim to fulfil our mission to serve patients. And every step of the way, we are guided by the values that define us.

OUR VALUES:

Be Science-Based

Compete Intensely and Win

Create Value for Patients, Staff and Stockholders

Be Ethical

Trust and Respect Each Other

Ensure Quality

Work in Teams

Collaborate, Communicate and Be Accountable

Be Science-Based

Our success depends on superior scientific innovation, integrity and continuous improvement in all aspects of our business through the application of the scientific

method. We see the scientific method as a multi-step process that includes designing the right experiment, collecting and analyzing data and rational decision making. It is

not subjective or emotional, but rather a logical, open and rational process. Applying the scientific method in all parts of the organization is expected and highly valued .

Compete Intensely and Win

We compete against time, past performance and industry rivals to rapidly achieve high

quality results. Winning requires taking risks. We cannot be lulled into complacency by previous achievements. Though we compete intensely, we maintain high ethical


standards and demand integrity in our dealings with competitors, customers, partners and each other.

Create Value for Patients, Staff and Stockholders

We provide value by focusing on the needs of patients. Amgen creates a work

environment that provides opportunities for staff members to reach their full potential. We strive to provide stockholders with superior long-term returns while balancing the

needs of patients, staff and stockholders.

Be Ethical

We are relentless in applying the highest ethical standards to our products, services and communications.

Trust and Respect Each Other

Every job at Amgen is important and every Amgen staff member is important. We attract diverse, capable and committed people and provide an environment that fosters

inclusion, respect, individual responsibility and values diversity. Trust is strengthened through personal initiative and by obtaining quality results rapidly.

Ensure Quality

Quality is a cornerstone of all of our activities. We seek the highest quality information,

decisions and people. We produce high quality products and services. Quality is woven into the fabric of everything we do.

Work in Teams

Our teams work quickly to move scientific breakthroughs from the lab through the

clinic to the marketplace and to support other aspects of our business. Diverse teams working together generate the best decisions for patients, staff and stockholders. Our

team structure provides opportunities for Amgen staff to impact the direction of the organization, to gain broader perspective about other functions within Amgen and to reach their full potential.

Collaborate, Communicate and Be Accountable

Leaders at Amgen seek input and involve key stakeholders in important decisions. In

gathering input, strong leaders will welcome diverse opinions, conflicting views and open dialogue for serious consideration. They will clearly communicate decisions and

rationale openly and in a timely manner. Once a decision is made, the leader and


members of the team will all be accountable for the results and for implementing the decision rapidly.

CORE PRODUCTS:

Aranesp® (darbepoetin alfa)

Darbepoetin alfa is a synthetic form of erythropoietin. It stimulates erythropoiesis and

is used to treat anemia, commonly associated with chronic renal failure and cancer chemotherapy.

Mechanism of action:

Darbepoetin alfa binds to the erythropoietin receptor on erythroid progenitor cells,

stimulating RBC production and differentiation.

Side effects:

hypersensitivity reactions including anaphylactic reactions, angioedema,

bronchospasm, skin rash or rashes and urticaria

oedema

pulmonary embolism

raised blood pressure

redness of the skin1

Enbrel® (etanercept)

Etanercept (trade name Enbrel) is

a biopharmaceutical that treats

autoimmune diseases by

interfering with tumor necrosis

factor (TNF; a soluble

inflammatory cytokine) by acting

http://en.wikipedia.org/wiki/Erythropoietin_receptor

http://en.wikipedia.org/wiki/Erythroid_progenitor_cells


as a TNF inhibitor. It has U.S. F.D.A. approval to treat rheumatoid arthritis,

juvenile rheumatoid arthritis and psoriatic arthritis, plaque psoriasis and

ankylosing spondylitis. TNF-alpha is the "master regulator" of the inflammatory

(immune) response in many organ systems. Autoimmune diseases are caused by

an overactive immune response. Etanercept has the potential to treat these

diseases by inhibiting TNF-alpha.

Side effects:

Risk of infection. ENBREL can lower the ability of your immune system to fight

infections. ex TB.

Risk of cancer. For children, teenagers, and adults taking TNF-blocker

medicines, including ENBREL, the chances of getting lymphoma or other cancers may increase.

Blood problems. Low blood counts have been seen with other TNF blocker medicines

Heart failure including new heart failure or worsening of heart failure

EPOGEN® (epoetin alfa)

EPOGEN® is a prescription medicine used to treat a

lower than normal number of red blood cells (anemia)

caused by chronic kidney disease in patients on dialysis

to reduce or avoid the need for red blood cell

transfusions.

Side effects:

feeling light-headed, fainting;

fever, chills, body aches, flu symptoms, sores in your mouth and throat;

pale skin, feeling short of breath, rapid heart rate, trouble concentrating;

easy bruising, unusual bleeding (nose, mouth, vagina, or rectum), purple or red

pinpoint spots under your skin;

seizure (black-out or convulsions);

low potassium (confusion, uneven heart rate, extreme thirst, increased urination, leg discomfort, muscle weakness or limp feeling); or

dangerously high blood pressure (severe headache, blurred vision, buzzing in your ears, anxiety, confusion, chest pain, shortness of breath, uneven heartbeats, seizure)


Kyprolis® (carfilzomib)

Carfilzomib is an anti-cancer drug acting as a selective

proteasome inhibitor. Chemically, it is a

tetrapeptideepoxyketone and an analog of epoxomicin.

The U.S. Food and Drug Administration (FDA) approved it for use in patients with

multiple myeloma who have received at least two prior therapies, including

treatment with bortezomib and an immunomodulatory therapy and have

demonstrated disease progression on or within 60 days of completion of the last

therapy.


Carfilzomib irreversibly binds to and inhibits the chymotrypsin-like activity of the

20S proteasome, an enzyme that degrades unwanted cellular proteins. Inhibition of

proteasome-mediated proteolysis results in a build-up of polyubiquinated proteins,

which may cause cell cycle arrest, apoptosis, and inhibition of tumor growth

A phase III confirmatory clinical trial, known as the ASPIRE trial, comparing

carfilzomib, lenalidomide and dexamethasone versus lenalidomide and

dexamethasone in patients with relapsed multiple myeloma is ongoing. It is no

longer recruiting and should report in 2014.

Side effects:

• Heart problems: KYPROLIS can cause heart problems or worsen pre-existing

heart conditions. Death due to cardiac arrest has occurred within a day of

KYPROLIS administration.

• Pulmonary hypertension (high blood pressure in the lungs): There have been

reports of pulmonary hypertension in patients receiving KYPROLIS

• Lung complications: Shortness of breath was reported in 35% of patients

• Infusion reactions: Symptoms of infusion reactions included fever, chills, joint

pain, muscle pain, facial flushing and/or swelling, vomiting, weakness, shortness of

breath, low blood pressure, fainting, chest tightness, and chest pai

• Tumor lysis syndrome (TLS): You will be closely monitored during treatment for

any signs of TLS


• Very low platelet count: You will have regular blood tests to check your platelet

count during treatment

• Liver problems: Cases of liver failure, including fatal cases, have been reported in

patients receiving KYPROLIS. Your liver function will be closely monitored during

treatment

• Fetal harm: KYPROLIS can cause harm to a fetus when administered to a

pregnant woman. Women should avoid becoming pregnant during treatment with

KYPROLIS

Neulasta® (pegfilgrastim)

Neulasta® (pegfilgrastim) is a covalent

conjugate of recombinant methionyl human G

CSF(Filgrastim)and monomethoxy-

polyethylene glycol.

Side effects:

Pegfilgrastim (the active ingredient contained

in Neulasta) have included many effects that

have been associated with the chemotherapy that was given concomitantly. These

have included nausea, fatigue, alopecia, diarrhea, vomiting, constipation, fever,

anorexia, skeletal pain, headache, taste perversion, dyspepsia, myalgia, insomnia,

abdominal pain, arthralgia, generalized weakness, peripheral edema, dizziness,

granulocytopenia, stomatitis, mucositis, and neutropenic fever. Most of these effects

have been attributed by the investigators to be the result of the underlying condition

or the chemotherapy administered.

NEUPOGEN® (Filgrastim)

Filgrastim is a granulocyte colony-stimulating factor (G-CSF) analog used to stimulate the proliferation and differentiation of granulocytes. It

is produced by recombinant DNA technology. The gene for human granulocyte colony-stimulating

factor is inserted into the genetic material of Escherichia coli.

Mechanism of Action:


Filgrastim is a human granulocyte colony stimulating factor (G-CSF) produced by recombinant DNA technology. G-CSF regulates the production of neutrophils within

the bone marrow; endogenous G-CSF is a glycoprotein produced by monocytes, fibroblasts, and endothelial cells.

Adverse effects:

The most commonly observed adverse effect is mild-to-moderate bone pain after repeated administration and local skin reactions at the site of injection. Other

observed adverse effects include serious allergic reactions (including a rash over the whole body, shortness of breath, wheezing, dizziness, swelling around the mouth or

eyes, fast pulse, and sweating), ruptured spleen (sometimes resulting in death), alveolar haemorrhage, acute respiratory distress syndrome, and haemoptysis. Severe

sickle cell crises, in some cases resulting in death, have been associated with the use of filgrastim in patients with sickle cell disorders.

NEXAVAR® (sorafenib)

Sorafenib is a kinase inhibitor drug approved for the

treatment of primary kidney cancer (advanced renal

cell carcinoma), advanced primary liver cancer

(hepatocellular carcinoma), and radioactive iodine

resistant advanced thyroid carcinoma.


Sorafenib is a small molecular inhibitor of several tyrosine protein kinases (VEGFR

and PDGFR) (tyrosine kinase inhibitor or TKI) and Raf kinases (more avidly C-Raf

than B-Raf). Sorafenib also inhibits some intracellular serine/threonine kinases (e.g.

C-Raf, wild-type B-Raf and mutant B-Raf). Sorafenib treatment induces autophagy,

which may suppress tumor growth. However, autophagy can also cause drug

resistance.

Side effects:

Lymphopenia

Hypophosphataemia

Haemorrhage

Hypertension

Diarrhea

Rash


Alopecia

Hand-foot syndrome

XGEVA® (denosumab)

Denosumab is a fully human monoclonal

antibody for the treatment of osteoporosis, treatment-induced bone loss, bone

metastases, multiple myeloma, and giant cell tumor of bone. It was developed by

Amgen.


Denosumab is designed to inhibit RANKL (RANK ligand), a protein that acts as the

primary signal for bone removal. In many bone loss conditions, RANKL overwhelms the body's natural defenses against bone destruction.

Side effects:

The most common side effects include infections of the urinary and respiratory tracts,

cataracts, constipation, rashes, and joint pain. A small study found a slightly increased risk of cancer and severe infections.

Significantly increased rates of eczema and hospitalization due to infections of the skin. It has been proposed that the increase in infections under denosumab treatment

might be connected to the role of RANKL in the immune system. RANKL is expressed by T helper cells, and is thought to be involved in dendritic cell maturation.

CORE PRODUCTS COMPETITORS:

Aranesp's only competitor is Procrit, sold by Johnson & Johnson (JNJ).


AbbVie's Humira (adalimumab) and Johnson & Johnson's psoriasis drug Stelara

(ustekinumab) presents a strong competitor to Enbrel.

Roche’s Mircera is the main competitor in Europe.

Velcade is considered to be equally potent and thus serves as an alternate choice.

Teva Pharmaceutical has been given a green light by the European Commission

(EC) for Lonquex, a rival to Amgen's blockbuster Neulasta.

Teva’s biosimilar poses a threat to sales of Neupogen.

Most of the molecules are in Phase 3 contains molecules which may soon influence

the competitive landscape, include Celsion’s ThermoDox, ImClone/Eli Lilly’s

ramucirumab, Medigen/Progen’s muparfostat and Novartis’ Afinitor (everolimus).

Milestones:

1980

AMGen (Applied Molecular Genetics Inc.) established as a California corporation on

April 8

George B. Rathmann named CEO.

1983

Company changes name to Amgen.

A research team led by Fu-Kuen Lin clones the gene for human erythropoietin (EPO)

http://www.pmlive.com/pharma_news/johnson_stelara_ustekinumab_psoriatic_arthritis_406916

http://www.pmlive.com/pharma_news/johnson_stelara_ustekinumab_psoriatic_arthritis_406916


and produces recombinant EPO, later patented and named EPOGEN® (Epoetin alfa).

Initial Public Offering of 2,350,000 shares at $18 per share raises $40 million

1985

A research team led by Larry M. Souza clones the gene for human granulocyte colony-

stimulating factor (G-CSF) and produces recombinant G-CSF, later patented and

named NEUPOGEN®

1987

Amgen receives first patent on DNA used in producing Epoetin alfa

1988

Gordon M. Binder named CEO

1989

Immunex clones the gene for a soluble TNF receptor and later develops and patents a

fusion product, Enbrel® (etanercept)

Amgen receives first U.S. patent for recombinant G-CSF (NEUPOGEN®)

FDA approves EPOGEN® for the treatment of anemia in patients with end-stage renal

disease

EPOGEN® named "Product of the Year" by Fortune magazine

1991


FDA approves NEUPOGEN® to decrease the incidence of infection associated with

chemotherapy-induced neutropenia in patients with non-myeloid cancers

Amgen establishes the Amgen Foundation for charity.

NEUPOGEN® named "Product of the Year" by Fortune magazine

1992

Amgen sales surpass $1 billion

1994

Amgen receives U.S. Department of Commerce National Medal of Technology

1996


1998

FDA approves Enbrel® (etanercept) to treat patients with rheumatoid arthritis

1999


FDA approves Enbrel® to treat moderately to severely active polyarticular-course

juvenile rheumatoid arthritis

2000

Kevin W. Sharer named CEO


2001

FDA approves Aranesp® (darbepoetin alfa) to treat anemia associated with chronic

renal failure

2002

FDA and EMEA approve Neulasta® (pegfilgrastim) to decrease the incidence of

infection in patients with non-myeloid cancers receiving chemotherapy

FDA approves Aranesp® for the treatment of chemotherapy-induced anemia in patients

with nonmyeloid malignancies

Amgen completes Immunex acquisition

FDA approves Enbrel® to treat the signs and symptoms of active arthritis in patients

with psoriatic arthritis

2003

FDA approves Enbrel® for the treatment of ankylosing spondylitis and other expanded

indications

2004

The FDA and EMEA approve respectively Sensipar® and Mimpara® (cinacalcet HCl)

for the treatment of secondary hyperparathyroidism in chronic kidney disease patients

on dialysis


FDA approves Enbrel® for the treatment of chronic moderate to severe plaque psoriasis

in adults

Amgen completes Tularik acquisition

2005

EMEA approves Kepivance® , Aranesp® Sureclick™ and Neulasta®Sureclick™

Amgen Europe BV (Breda) receives Gazellen award for fastest growing company in

the province Brabant.

RESEARCH AND DEVELOPMENT:

Amgen aspires to be the best human therapeutics company. Achieving our goal starts

with building the world’s premier R&D organization. Our R&D Guiding Principles

were inspired by this pursuit and designed to reinforce our strategic priorities.

Continue to focus on unmet needs in patients with serious illness. While Amgen is

always adapting to new opportunities and challenges, we’ve retained a consistent

commitment to the same mission. That mission is to enhance and extend the lives of

patients facing serious illness.

Demonstrate the value of our medicines. Patients will not benefit from medicines they

cannot access, and access is contingent on meeting high expectations from regulators

and payers. To meet those expectations, we must develop medicines that are well-

differentiated in terms of their therapeutic value and supported by compelling health


economic evidence. By positioning Amgen’s medicines to achieve commercial

success, we are also providing the basis for future investments in R&D.

Drive operational efficiency. Money we save by adopting increasingly efficient

approaches can be used to conduct more trials or run more experiments. Operational

efficiency increases Amgen’s R&D productivity and our ability to maintain innovation

in the face of rising cost pressures on the industry.

Maintain modality independence with a focus on biologics. Our R&D organization is

focused on a “biology-first” approach to drug target selection that requires modality

independence. We recognize our deep expertise in biologic development and

manufacturing and the higher success rates for developing biologic medicines.

However, we also understand that proficiency in small molecules is required to access

the majority of drug targets, and we are committed to maintaining and productively

utilizing that expertise.

The paradigm for this industry remains innovation. Discovery research is essential to

long-term success in our industry. We reaffirm the need for internal innovation based

on cutting-edge biology, which must be coupled with an aggressive effort to harness

external innovation.


PIPELINE:


PRODUCT PORTFOLIO:

Aranesp® (darbepoetin alfa): This medication is used to treat

anemia (low red blood cell count) in people with long-term serious kidney

disease (chronic renal failure) and people receiving chemotherapy for

some types of cancer (non-myeloid cancers). Darbepoetin alfa helps to

reverse anemia. It also helps to reduce the need for blood transfusions.

Enbrel® (etanercept): Etanercept is an injectable drug that is used for

treating rheumatoid arthritis, ankylosing spondylitis, psoriatic arthritis and plaque

psoriasis.

EPOGEN® (epoetin alfa) : Epogen is used to treat anemia (a lack of

red blood cells in the body) in patients with chronic kidney disease.

Epogen is also used in HIV patients who have anemia due to treatment

with zidovudine and in cancer patients who have anemia due to

chemotherapy.

Kyprolis® (carfilzomib): Kyprolis is a proteasome inhibitor used

for patients who have already received at least two other

treatments and whose disease has progressed (got worse) on their

last therapy or within 60 days of their last therapy. Proteasomes are

enzymes found in cells that play an important role in regulating cell

function and cell growth by controlling the breakdown of important


enzymes. As a proteasome inhibitor, Kyprolis blocks the activity of

proKyprolis growth and survival of cancer cells.

Neulasta® (pegfilgrastim): Neulasta (pegfilgrastim) is a man-made

form of a protein that stimulates the growth of white blood cells in your

body. White blood cells help your body fight against infection. Neulasta is

used to prevent neutropenia, a lack of certain white blood cells caused by

receiving chemotherapy.

NEUPOGEN® (Filgrastim): White blood cells help your body fight

against infection. Neupogen is used to treat neutropenia, a lack of certain

white blood cells caused by cancer, bone marrow transplant, receiving

chemotherapy, or by other conditions.

NEXAVAR® (sorafenib): Nexavar (sorafenib) is a cancer

medication that interferes with the growth and spread of cancer cells in the

body. Nexavar is used to treat liver cancer, thyroid cancer, or a type of

kidney cancer called advanced renal cell carcinoma.

Nplate® (romiplostim): Nplate® is a man-made protein medicine

used to treat low blood platelet counts in adults with chronic immune

thrombocytopenia (ITP), when certain other medicines, or surgery to

remove your spleen, have not worked well enough.

Prolia® (denosumab): is a prescription medicine used to treat

osteoporosis in women after menopause who: are at high risk for fracture,

meaning women who have had a fracture related to osteoporosis, or who


have multiple risk factors for fracture cannot use another osteoporosis

medicine or other osteoporosis medicines did not work well

Sensipar® (cinacalcet): Sensipar is used to treat hyperparathyroidism

(over activity of the parathyroid glands) in people who are on long-term

dialysis for kidney disease. Sensipar is also used to lower calcium levels

in people with cancer of the parathyroid gland

Vectibix® (panitumumab): Vectibix (panitumumab) is a cancer

medication that interferes with the growth and spread of cancer cells in the

body. Vectibix is used to treat metastatic colorectal cancer that has

progressed after treatment with other chemotherapy.

XGEVA® (denosumab): Prevention of skeletal-related events (need

for radiation, fracture due to cancer in the bone, surgery to the bone, or

compression of the spinal cord) in patients with bone metastases from solid

tumors. Treatment of giant cell tumor of the bone.


MARKETING & DISTRIBUTION:

They maintain sales and marketing forces primarily in the United States, Europe

and Canada to support our currently marketed products and in preparation of the

launch of Prolia™. We market our products to healthcare providers, including

physicians or their clinics, dialysis centres, hospitals and pharmacies. We also

market certain products directly to consumers through direct-to-consumer print and

television advertising, and also through the Internet. In addition, for certain of our

products, we promote programs to increase public awareness of the health risks

associated with the diseases these products treat, as well as providing support to

various patient education and support programs in the related therapeutic areas.

In the United States, we sell primarily to wholesale distributors of

pharmaceutical products. We utilize these wholesale distributors as the principal

means of distributing our products to healthcare providers. In early 2008,

ENBREL’s distribution model was converted from primarily being shipped directly

to pharmacies to a wholesale distribution model similar to our other products. In

Europe, Aranesp®, Neulasta® and NEUPOGEN® are principally sold to healthcare

providers and/or wholesalers depending upon the distribution practice in each

country. We monitor the financial condition of our larger customers and limit our

credit exposure by setting credit limits, requiring letters of credit and obtaining

credit insurance, as we deem appropriate.

SUPPLYCHAIN:

A supply chain is a system of organizations, people, activit ies, information, and

resource involved in moving a product or service from supplier to customer. Supply

chain activities transform natural resources, raw materials, and components into a

finished product that is delivered to the end customer.

In the 1980s, the term supply chain management (SCM) was developed to express the

need to integrate the key business processes, from end user through original


suppliers. Original suppliers are those that provide products, services, and

information that add value for customers and other stakeholders. The basic idea

behind SCM is that companies and corporations involve themselves in a supply chain

by exchanging information about market fluctuations and production capabilities.

The primary objective of SCM is to fulfil customer demands through the most

efficient use of resources, including distribution capacity, inventory, and labour. In

theory, a supply chain seeks to match demand with supply and do so with the

minimal inventory. Various aspects of optimizing the supply chain include liaising

with suppliers to eliminate bottlenecks; sourcing strategically to strike a balance

between lowest material cost and transportation, implementing just-in-time

techniques to optimize manufacturing flow; maintaining the right mix and location of

factories and warehouses to serve customer markets; and using location allocation,

vehicle routing analysis, dynamic programming, and traditional logistics optimization

to maximize the efficiency of distribution.


CUSTOMER RELATIONSHIP:

Customer relationship management (CRM) is a system for managing a company's

interactions with current and future customers. It often involves using technology

to organize, automate and synchronize sales, marketing, customer service, and

technical support.Customer relationship management systems track and measure

marketing campaigns over multiple networks. These systems can track customer

analysis by customer clicks and sales. Places where CRM is used include call

centers, social media, direct mail, data storage files, banks, and customer data

queries. CRM systems are customer relationship management platforms. The goal

of the system is to track, record, store in databases, and then data mine the

information in a way that increases customer relations. CRM is “all the tools,

technologies and procedures to manage, improve, or facilitate sales, support and

related interactions with customers, prospects, and business partners throughout the

enterprise”.

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