In anticipation of the expiration of his patent has Prozac Eli Lilly, make difficult decisions regarding the development of the next generation of antidepressants. In particular, the company must decide whether to first find that the once daily application for Cymbalta (duloxetine) is effective in the treatment of major depressive disorder and only after starting to receive FDA approval for the treatment of painful physical symptoms, but also establish only efficacy in the treatment of pain and later received FDA approval for once-a-day dos … Read more »

In anticipation of the expiration of his patent has Prozac Eli Lilly, make difficult decisions regarding the development of the next generation of antidepressants. In particular, the company must decide whether to first find that the once daily application for Cymbalta (duloxetine) is effective in the treatment of major depressive disorder and only after starting to receive FDA approval for the treatment of painful physical symptoms, but also establish only efficacy in the treatment of pain and later received FDA approval for once-daily application. The decision must take into account how Cymbalta can be distinguished in the marketplace vis-a-vis other antidepressants and the challenges in marketing to get assumption that the new drug will face. Lilly’s new antidepressant team this decision has multiple inputs on market research doctors and patients.
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from
Elie Ofek,
Ron Laufer
Source: Harvard Business School
28 pages.
Publication Date: Nov 27,, 2006. Prod #: 507044-PDF-ENG
Eli Lilly: Cymbalta development HBR case solution