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Sales and Marketing » Marketing Management » Designing Marketing Strategies » Product Positioning and Differentiation
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This 4-page case study examines Zyprexa, the third atypical antipsychotic therapy when it was approved in 1996 by the FDA. Developed by Eli Lilly, Zyprexa went off patent in 2011 after a 15-year run that saw the drug generate more than $53 billion in sales. This study reviews Zyprexa's market position, side effect profile, as well as the clinical strategy & marketing tactics Lilly used to help make the product a blockbuster even in a crowded market.
This study reviews Zyprexa's strengths, weaknesses and marketing pitfalls that Lilly faced during the product's 1996-2011 period on the antipsychotic market.