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商品編號： 9-507-044 出版日期： 2006/11/27 作者姓名： Ofek, Elie;Laufer, Ron 商品類別： Marketing 商品規格： 28p 再版日期： 2008/07/30 地域： United States 產業： Pharmaceutical industry 個案年度： 2000 - 2000
商品敘述：
Anticipating the expiration of its Prozac patent, Eli Lilly has to make tough decisions regarding the development of its next-generation antidepressant drug. In particular, the company needs to decide whether to first establish that once-a-day dosing for Cymbalta (Duloxetine) is effective in treating major depressive disorder and only after launch get FDA approval for treating painful physical symptoms, or to first establish efficacy in treating pain and later get FDA approval for once-a-day dosing. The decision needs to take into account how Cymbalta can be differentiated in the marketplace vis-a-vis other antidepressants and the marketing challenges to getting adoption that the new drug will face. Lilly''s new antidepressant team making this decision has several market research inputs on physicians and patients at its disposal.
涵蓋領域：
Innovation;Product development;Product launches;Pricing strategy;Economics;Strategy
相關資料：
, (9-508-061), 23p, by Elie Ofek
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