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

Problem Statement

            The major problem that has been identified in the case “Cialis Life cycle Management: Lilly's BPH Dilemma” is the fact that Eli Lilly needs to further develop and also market an indication of its most successful erectile dysfunction (ED) drug Cialis, where the company wants to maintain the hard won brand equity.  As the drug is in the final stages of the clinical trials for the new indication which is the benign prostatic hyper plasia (BPH), the company needs to make the final decision.

            The major opportunity that lies ahead of BPH indication seems to be quite large and enormous where the combination of BPH and ED have been related to age conditions. Along with this, the company has to analyze whether BPH indication will take the same frequency and also the dosing similar to once a day (OAD) version of Cialis.

            The market research conducted by the company has indicated that the company would face significant challenges in introducing BPH indication under the Cialis name. Physicians have shown their concern regarding BPH indication. Although ED and BPH co-existed most of the times, however men still perceive them differently.

Questions

Question 01: Assuming Lilly gets approval for the BPH indication, who should be the primary target market for it? What is the central message(s) you would communicate to this target market to facilitate adoption of the drug?

Once Eli Lilly gets the approval for BPH indication, the company would be able to gauge in a market, which has been rather untapped by the firm in the past. BPH indication has been a latest induction in the market, where the number of patients suffering from this issue has increased in the recent times. Based upon the fact if Eli Lilly does get the approval for the BPH indication, the primary target market which should be attracted by the company in the initial phase should be the “Emil” respondents.

The reason for targeting these customers in the initial phase is because these are the respondents that have been facing severe BPH symptoms and have been quite concerned with the impact of this issue on their sex life. They are the people who perceive both ED and BPH as similar problems. The issue of BPH has been causing poor communication with their partner which they feel as a disappointment and need to overcome the issue.

These are the people who are not shy or hesitate in discussing their issue with the physicians, doctor and friends; therefore, they are quite open and willing to overcome the issue of BPH. Thus, this group of patients can be the initial target market for the company. Although the total respondents in this group covered a mere 16% of the total sample size, however the ideal market has to be the “Emil”.

Along with this, targeting “Emil” will help the patients educate themselves about the product and in fact encourage their acquaintances to openly discuss the issue of BPH. It is important to understand the limited percentage of respondents in this bracket is because as the case states, people are not open and are not willing to discuss the issue, therefore, once Eli Lilly can target this particular group and in fact convince them of the advantages of using the medicine or the drug, the percentage of customers shall increase rapidly.

Cialis Lifecycle Management Lilly’s BPH Dilemma Case Solution

The central message that needs to be communicated to the target market in order to attract them to use the drug would be to make them understand the most obvious benefits of the product. As the case states, since most of the men are not confident to discuss the issue of BPH with the doctors and family, therefore, the company has to make them confident that BPH is a curable disease and it can be discussed with the physician and doctor to have it cured on time. Moreover, the company should advertise BPH enabled product through TVC where an ordinary couple should be used rather than portraying the benefits through a celebrity because eventually this is an issue, which is not discussed publically.

 The major decision, which the company has to take, is to send the message that can attract more customers where they can use the BPH. In such a scenario the major decision has to be regarding the overall message, which has to be strong, open and to the largest audience...........................

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