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Cetuximab – marketed as “Erbitux” – won its initial US approval in 2004 and by 2006 became a blockbuster oncology product. After its approval in 2004 for colorectal cancer and in 2006 for head and neck cancer, Erbitux became a frequent subject of presentations at key scientific congresses. ImClone and partner BMS used the presentations to inform the oncology community about the clinical success of Erbitux in treating two difficult to treat cancers. Now Eli Lilly, following its 2008 acquisition of ImClone, continues to use congresses such as the American Society of Clinical Oncology to keep oncologists abreast of the therapy’s progress in studies involving other types of cancer.