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25DB




Products & Services Sales and Marketing New Product Development and Launch Planning and Coordinating Launch Launch Strategy and Structure

Cymbalta Case Study: Successfully Entering a Crowded Market with a New Mechanism of Action

ID: 5002


Features:

Metrics, Graphics


Pages/Slides: 53


Published: Pre-2014


Delivery Format: Online PDF Document


 

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  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • SPECIAL OFFER
Non-members: Click here for a complimentary excerpt of Cymbalta Case Study: Successfully Entering a Crowded Market with a New Mechanism of Action.

STUDY OVERVIEW

This case study reviews the strategy and tactics utilized by Eli Lilly for the depression indicated product, Cymbalta, to successfully penetrate a crowded market with a product having a new mechanism of action (MOA). Pharmaceutical executives can use this study to gather insights into various tactics for successfully launching a product with a new MOA into a challenging market.

KEY TOPICS

  • Business Challenges Addressed
  • Market Entry Strategy and Insights
  • Use of Third-Party Expertise
  • Influencing Key Opinion Leaders
  • Tactics to Drive Success
  • Focus on Product Efficacy and Safety
  • Product Differentiation
  • Leveraging Public Relations
  • Benefits of Patient Education
  • Diversification of Tactics
  • Early Lifecycle Management
  • Crafting a Durable Brand Promise
  • Preparing the Market Through Education

KEY METRICS
  • Product Lifecycle Timeline
  • Messaging Strategy
  • PR Strategy
  • Market Revenues Over Time
  • Market DTC Expenditures

SAMPLE LESSONS LEARNED
  • Communicating The Science: Employ sound science that is communicated broadly through extensive scientific papers and congresses to establish the basis for a new method of action.
  • Esteemed Thought Leaders: Engage highly esteemed academic medical centers in the clinical trials to establish the credible basis for a new method-of-action product.
METHODOLOGY
The data for this case study was collected utilizing primary research via executive interviews and supplemental secondary research.

Industries Profiled:
Pharmaceutical


Companies Profiled:
Eli Lilly and Company

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