In anticipation of the expiration of its patent on Prozac, Eli Lilly has to make tough decisions regarding the development of newer antidepressant medication. In particular, the company has to decide first show that a daily dose of Cymbalta (duloxetine) is effective in the treatment of major depressive disorder and post-launch approval from the FDA for the treatment painful physical symptoms, or to establish first effective in the treatment of pain and then get approval from the FDA for once daily administration. The decision should take into account how Cymbalta can differentiate in the market vis-Ã -vis other antidepressants and marketing challenges to achieve the approval of the new drug will face. New Lilly antidepressant team this decision has several inputs market studies on physicians and patients available.
by
Elie Ofek,
Ron Laufer
Source: Harvard Business School
28 pages.
Date Posted: November 27, 2006. Prod #: 507044-PDF-ENG
Eli Lilly: Cymbalta case solution development
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