Developing and Marketing a Blockbuster Drug: Lessons from Eli Lillys Experience with Prozac Harvard Case Solution & Analysis

In 1987, Eli Lilly began market Prozac, the first available drug in a new class of psychotropic drugs called selective serotonin reuptake inhibitors (SSRIs). Prozac and other SSRIs, that for him, revolutionized the treatment of depression and changed the philosophy and practice of psychiatry. This allowed the treatment of depression nonpsychiatrist physicians significantly increased depressive patients who had access to treatment, and reduce the cost of the treatment of depression and other mental illnesses. Prozac quickly became the best-selling drug in the history of the pharmaceutical industry. Explores the history of Prozac and the factors that combine to make it the best-selling drug of all time. Provides a brief history of depression and theories that led some scientists to conduct SSRIs. Covers uncertain development of Lilly Prozac, thoughtful marketing, who went on to launch, and after the launch of the company's marketing strategy as the drug became widely used. Emphasizes the difficulties in management, including product claims and patent expiration generated blockbusters. "Hide
by Margaret L. Eaton, All Xu Source: Stanford Graduate School of Business 31 pages. Publication Date: February 25, 2005. Prod. #: BME6-PDF-ENG

Developing and Marketing a Blockbuster Drug: Lessons from Eli Lillys Experience with Prozac Case Solution Other Similar Case Solutions like

Developing and Marketing a Blockbuster Drug: Lessons from Eli Lillys Experience with Prozac

Share This