Developing & Marketing A Blockbuster Drug: Eli Lilly’s Experience with Prozac BME-6 B. HBS CASE: “Developing and Marketing a Blockbuster Drug: Lessons from Eli Lilly’s experience with Prozac” 1. What factors contributed to Prozac becoming a blockbuster drug? Explain how each factor contributed and what management decisions helped the drug’s success. The following factors contributed to Prozac’s success: • Prozac’s low side effects and toxicity: The many drugs that were available before
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A Plan for Cymbalta to Surpass its Successor Executive summary: The paper analyzes the success of Eli Lilly and Company’s legendary antidepressant Prozac and determines how to replicate the company’s success with the launch of its new and improved potential product - Cymbalta. Eli Lilly’s growth is in appreciation of its flag ship product – Prozac, however with one year left to act on its expiring patent it is time to do some heavy strategic planning to introduce its successor. The paper
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firms. And smart use of the business Web and digital techniques for connecting to customers can be an important part of this strategy. In his new book, How to Grow When Markets Don’t, Adrian Slywotzky of Mercer Management Consulting tracks through many case histories—and outlines the steps involved—in what he terms “demand innovation.” He illuminated the story further in a keynote speech at a recent meeting of the Institute for the Study of Business Markets
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The Pharmaceutical industry in the Global Economy Summer 2005 Larry Davidson* and Gennadiy Greblov Indiana University Kelley School of Business Bloomington, Indiana *Davidson is Professor of Business Economics and Public Policy and Greblov is working towards his MBA degree at the Kelley School of Business Prepared for the Indiana Economic Development Corporation with the support of the Center for International Business Education and Research at the Indiana
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The Pharmaceutical industry in the Global Economy Summer 2005 Larry Davidson* and Gennadiy Greblov Indiana University Kelley School of Business Bloomington, Indiana *Davidson is Professor of Business Economics and Public Policy and Greblov is working towards his MBA degree at the Kelley School of Business Prepared for the Indiana Economic Development Corporation with the support of the Center for International Business Education and Research at the Indiana
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ZOLOFT (ANTI-DEPRESSION DRUG) CASE EXAMPLE: PRICE ELASTICITY OF DEMAND In our efforts to predict what will happen to Viagra once our patent expires, we reviewed another Pfizer’s drug, Zoloft, as a case example. Zoloft was the leading antidepressant drug that brought in $3.3 billion in sales before its patent expired on June 30, 2006. It faced branded competition from Effexor XR from Wyeth, Paxil and Welbutrin XL from GlaxoSmithKline, and Cymbalta from Eli Lilly & Co. The demand for Zoloft
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serotonin in the brain. It regulates the amount of serotonin to help brain cells transmit messages to each other, resulting in a better and more stable mood. Back to 1970s, Fluoxetine was developed by Bryan Molly, David Wong and Roy Fuller of the Eli Lilly corporation in 1973. It was the first product in a major new drugs for depression and introduced to the American market in 1988. They roughly took about two years to gain reputation and most prescribed status around the nation. Fluoxetine was not
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calculated and executed. Founded in 1993 as a small startup, Millennium grew to a market cap of $1.4 Billion by 1998 and was able to secure alliances which guaranteed revenue for many years to come. What was very apparent when reading the Millennium case study is that the strategies which Millennium used constantly evolved. Year after year, Millennium’s alliances adapted and changed to Millennium’s benefit while simultaneously delivering for their clients. I would argue that there was never a time
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The student will gain an understanding of R&D strategy and the relationship between R&D and overall organizational success. Pedagogy The course will employ lectures notes, assigned readings, case analyses, individual homework assignments, and a final project. Each student will analyze three cases from the Harvard Business Review involving pharmaceutical companies. The final project will be a written paper touching on some aspect of managing pharmaceutical research and development. Relationship
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