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

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

• Lifecycle Timeline
• Launch Investment Breakdown

• Don't inflate forecasts by underestimating time required to accomplish market education.
• Design launch communication for penetration of top-tier physician targets.
  

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