Novartis On Its ‘US First’ Commercial Plan

US Innovative Medicines president Victor Bulto talked to Scrip about why the company is pivoting to a commercial strategy that prioritizes the US and what that means for developing and selling drugs.

upside down — Novartis is turning its commercial strategy on its head • Source: Shutterstock

Novartis AG has unveiled a new business strategy that prioritizes the US market over other geographies, a decision that will impact everything from the way the company develops drugs to the way it sells them. US Innovative Medicines president Victor Bulto is leading the "US first" effort and talked to Scrip at the J.P. Morgan Healthcare Conference about the company's ambitious new plan and commercial structure.

As Bulto describes it, the new strategy was born out of Novartis's decision last year to spin off the generic...