Cialis Lifecycle Management: Lilly’s BPH Dilemma Harvard Case Solution & Analysis

How should Eli Lilly additionally develop and promote a brand new indicator of its exceptionally successful erectile-dysfunction (ED) drug, Cialis, without confusing Cialis's hard-won brand equity with doctors and patients? With the concluding stages of clinical experiments for the brand new indication, benign prostatic hyperplasia (BPH), shortly to be carried out, the team needed to make a decision promptly.

On its face, the market chance for a BPH sign, and its synergies with an ED drug, seemed enormous: both BPH and ED were age-related conditions, and data revealed that half of men with ED had BPH symptoms. Furthermore, the BPH indication would be taken in the same frequency and dosing as the once-a-day variation of Cialis. Nevertheless, market research had revealed major challenges in introducing the BPH indication under the Cialis name. As an example, although ED and BPH often coexisted, guys perceived them rather otherwise. Some doctors also responded to the BPH indication. Imminent competition from low-price ED generics, given that Viagra would soon be going off patent, underscored the significance of the BPH chance.

PUBLICATION DATE: September 26, 2012 PRODUCT #: 513005-PDF-ENG

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