How should Eli Lilly additionally develop and promote a fresh indicator of its highly successful erectile dysfunction (ED) drug, Cialis, without mistaking Cialis's hard-won brand equity with patients and doctors? In addition, the BPH indication would be taken in dosing an identical frequency, as the prescription of one in a day of Cialis. The market survey depicts a completely gloomy picture of BPH indication being launched under the Cialis name. By way of example, although BPH and ED had similarities, men perceived them rather otherwise. Some physicians also reacted negatively to the BPH sign. Forthcoming competition from low-price ED generics, given that Viagra would soon be going off patent, emphasized the value of the BPH opportunity.
This is just an excerpt. This case is about SALES & MARKETING
PUBLICATION DATE: September 26, 2012 PRODUCT #: 513005-PDF-ENG
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