Developing and Marketing a Blockbuster Drug: Lessons from Eli Lilly's Experience with Prozac Case Solution
In 1987, Prozac was promoted by Eli Lilly, which was the first accessible drug in a fresh category of psychotropic drugs called selective serotonin reuptake inhibitors (SSRIs). Prozac revolutionized the treatment of depression and changed the philosophy and practice of psychiatry. It allowed melancholy to be treated by non-psychiatrist physicians, greatly increased the number of depressed patients who had access to treatment, and lowered the price of treating depression and other mental illnesses.
The drug, Prozac, immediately became the biggest selling drug in the history of the pharmaceutical sector. Provides a brief history of the theories and melancholy that led some scientists to pursue SSRIs. Covers Lilly's doubtful development of Prozac, the thoughtful promotion that went into the launching, and the business's post-launch marketing strategies as the drug became widely used. Emphasizes the direction difficulties, including merchandise suits and patent expirations, generated by blockbuster drugs.
PUBLICATION DATE: February 25, 2005 PRODUCT #: BME6-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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