Mark Glickman
Analyst · Annabel Samimy with Stifel. Your line is now open
Thanks, James. And good morning, everyone. I'm excited to be on this call. Before we delve into the Company's commercial activities, I wanted to give you all a quick summary on my background. This is my 31st year in the healthcare industry, I started my career with large pharmaceutical companies before transitioning into a smaller, more entrepreneurial route. As an Executive with Coast Pharmaceutical, I help the Company grow from minimal revenue to over a billion in sales. And at Auxilium, we increased our market cap from $900 million to a $3 billion sale to Endo in just 3 years. Most recently, our Chief Commercial Officer at Esperion Therapeutics, where we introduced a novel cholesterol product directly into the global pandemic. You could see more details about my background on Slide 9. Stepping into my role of chief commercial officer, I contemplated the overall vision for TherapeuticsMD and saw 3 key factors that I believe will drive long-term success. First and foremost, our focus must remain on the patients and physicians. Second, an environment of accountability is crucial, and this is something we've already implemented. This organization is focused on meeting the needs of our patients, physicians, and our shareholders. Third, we begun creating a performance-based organization to execute with excellence on our overall objectives. These moves are designed to help us achieve our ultimate goal to become the premier women's healthcare organization. At TherapeuticsMD, we have 3 differentiated therapeutic options for women. Since joining and looking back, I saw an opportunity to address our overall commercial focus. Our approach, while appropriate during the pandemic, has been adjusted and we are now well on our way to transitioning to a healthcare practitioner, prioritize effort. After some internal changes, I believe we have the right people and the team is fully committed to the success of the Company. With this refreshed commercial team in place, we have moved several barriers to launch and importantly, have seen significant wins of managed care, which we'll talk about in a few slides. Based on the assessment I conducted, I determined we could improve sales by redirecting marketing programs. These programs to the consumer and now shifted to the healthcare provider. We also simplified the data orientation for the sales organization, which is designed to improve our ability to effectively execute. Finally, while we continue to have good managed care reach, we are redirecting our immediate focus to the opportunities where we believe we have the greatest impact as soon as possible. Physician targeting became my first priority as we redistributed our activity to the highest prescribers. This effort, given the size of the rollout, continues to progress in stages while the evaluation of call and field activity is ongoing. As my second priority, we needed to refocus our sales representatives on solutions selling. The key to this sales tactic is to make the salesperson the center of the solution process. Most branded pharmaceutical products, despite great coverage, present some level of complexity regarding patient access. We have many great solutions to assist patients and physicians. I've asked our sales representatives to proactively discussed potential issues and align the appropriate solutions, ensuring patients receive our products at affordable prices. Finally, we refine the focus to provide direction and tools that are designed to result in sustainable, consistent growth. I'm excited for the opportunities for success and recognize there's still much to do. I'm confident that with this refined focus and a re-emphasis on accountability, we will be able to recognize the opportunities. So, what was the result so far during my tenure? First, the culture of accountability and close evaluation of performance resulted in an immediate increase in calls per day to targeted physicians, specifically, those in the highest decile. Overall calls today have moved up from the low 8s to the low 9s. This is a critical gauge of effort. The next slide shows that these extra calls went to the correct targets. In September, 53% of our effort was through the top 4 deciles physicians who represent 40% of the market. This is the first time we broken 50% and it was a 10% increase over August, which is great progress in only one month. How does this impact prescriptions? On Slide 17, you'll see total monthly prescriptions ANNOVERA, our long-lasting reversible contraceptive for women. To the left, in purple, are quarters of relatively flat activity. In the June to July time frame, we implemented our changes in earnest, which accounts to the improvement beginning in August, and really taking off in September. In September, we exceeded 3,000 monthly total prescriptions of ANNOVERA for the first time. On a quarterly basis, we saw an increase of over 1,000 prescriptions of ANNOVERA quarter-over-quarter or a 14% jump, driven almost entirely by a success in September. Slide 19 shows another indicator of our productivity in that cumulative prescribers increased over 8,100 for the quarter plus 1,300 new prescribers, most of which were in that higher decile area. This overall uptick as a result of the changes in our focus and our sales organization. Turning now IMVEXXY, which is an estrogen hormone therapy for postmenopausal patients suffering from VVA. We are very pleased with the IMVEXXY results because this quarter, while we prioritize ANNOVERA with the aforementioned HCP and targeting initiatives. We did not lose IMVEXXY traction. Currently, we are performing a full targeting and mix assessment, which should be completed by the end of the fourth quarter and fully implemented early next year. This will give us some of the insights we were able to achieve with ANNOVERA. As we move into 2022, we expect IMVEXXY to return to being a growth product for the accompany. I want to stress, that while we did transition most of our resources to a healthcare practitioner focus, we still enjoyed a very successful consumer campaign. The comedian and actress Whitney Cummings continues to be an outstanding spokesperson for us and her advocacy as an ANNOVERA user is influencing the right target audience. We've also continued to see consumer appreciation and activities around the various IMVEXXY campaigns. We are encouraged by the benefits, the changes I discussed have already produced. Looking forward, we believe there are additional accelerators not reflect in the slides I just showed. We have had significant managed care wins that will take place predominantly in the fourth quarter and a J code was recently assigned, which gets ANNOVERA access to a significant piece of the public health sector. We also filled the 22 vacancies in our field force with high-quality representatives who hit the field the first week in October. We're entering into an exciting new phase for the Company. I am highly optimistic about TherapeuticsMD 's future, and I look forward to speaking with you next quarter. And now, Operator, please open up the call for questions.