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

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

• 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.
  

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