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25DB




Products & Services Sales and Marketing New Product Development and Launch Planning and Coordinating Launch Communication Activities

Byetta Case Study: Using Medical Education as a Springboard for Product Launch

ID: 5007


Features:

Metrics, Graphics, Detailed Process Map


Pages/Slides: 34


Published: Pre-2014


Delivery Format: Online PDF Document


 

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  • STUDY OVERVIEW
  • BENCHMARK CLASS
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Non-members: To download a complimentary excerpt of this study, please click here.


STUDY OVERVIEW

This case study reviews the strategy and tactics utilized by Amylin and Eli Lilly for the type II diabetes product Byetta/exenatide to educate the market on a new mechanism of action that directly treated the core defect behind type II diabetes. By carefully building messages around scientific innovation and integrating safety, efficacy and benefit into them as well, Byetta was positioned for a successful launch. These message elements were delivered from pre-launch to post-launch to a carefully orchestrated cascade of thought leaders, specialists and primary care physicians. Executives and managers can use this research to gain insights into methods for using medical education to set the stage for a successful launch of products with new MOA.

KEY TOPICS

  • Market Entry Background
  • Integrating Science, Efficacy and Safety as Pre-Launch Message Cornerstones
  • Message Timing and Sequences for Selected Groups
  • Building Education through Speaker Programs
  • Managing Relationship Stresses Among Co-Promotion Partners
  • Lessons Learned

KEY METRICS
  • Lifecycle Timeline
  • Launch Investment Breakdown

SAMPLE LESSON LEARNED
  • Don't inflate forecasts by underestimating time required to accomplish market education.
  • Design launch communication for penetration of top-tier physician targets.
METHODOLOGY
The data for this case study was collected utilizing primary research via executive interviews and supplemental secondary research.

Industries Profiled:
Pharmaceutical


Companies Profiled:
Amylin; Eli Lilly


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