Eli Lilly Case Essay

2462 Words May 6th, 2012 10 Pages
Running head: ELI LILLY – DEVELOPING CYMBALTA CASE ANALYSIS 1

Week 4: Eli Libby – Developing Cymbalta Case Analysis
Mary Juanita Hawkins
University of Maryland University College

Author Note This individual assignment was prepared for AMBA650, Section 9245, taught by Professor Philemon O. Oyewole.

Introduction Eli Lilly and Company was established on May 10, 1876 in Indianapolis, IN and has been in business more than 132 years. The founder of this pharmaceutical company was Colonel Eli Lilly who was a union army member during the Civil War. This company deals with the development, discovery, sell, and manufacturer of drugs, such as Prozac and integrates
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Also the SSRI were introduced in the 1990s to the market. They include Celexa, Zoloft and Paxil. (THIS IS WHERE I LEFT OFF TO PROOFREAD)
Case summary Prozac is one of the anti-depression drugs produced by this company and it is set to expire in the few coming months. Lily Company is thinking of introducing another alternative drug to Prozac to be sold to the market after Prozac expiry. The NAT team is made of Brett Schmidli, and Mark Demitrack who work as colleagues at Lily Company. They introduced other two colleagues to NAR who are John Kaiser and Jim Lancaster due to the professional experience they had. The main of NAT team members is to find and develop a new alternative drug that would replace Prozac. Based on several test and analysis, the drug Cymbalta was chosen as the preferred drug that would replace Prozac. The marketing director of the company who is Kaiser was requested to present a topic concerning the development of Cymbalta drug as an antidepressant in place of Prozac. This report was given the title, “no pain no gain by Kaiser. He presented a general introduction on depression and analyzed the effectiveness of Cymbalta and comparing the effects it hand with that of the earlier brand Prozac. After his presentation, various challenges and concerns were raised by some members of the committee. These challenges according to the committee members would have an impact on the general goal of Cymbalta that was replacing

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