Case Study Example | Topics and Well Written Essays - 1750 words - 1

Case subscribe Examplegeneric fluoxetine, etc.) (1). To pr howevert some other pharmaceutical companies from grabbing a large portion of Eli Lillys food market shares in the selling of antidepressant drugs, Eli Lilly and company is considering the need to replace Prozac with its successor. Eventu solelyy, the successor of Prozac is judge to be launched at least 18 months prior to the date wherein Prozacs patent powerful would expire (18). The New Antidepressant Team (NAT) is composed of people from Eli Lillys R&D and merchandise department (7). During the initial stage of searching for Prozacs successor, members of NAT investigated a total of five (5) assets cognize as (1) R-fluoxetine (2) olanzapine-fluoxetine combination (OFC) (3) 5HT2 antagonist SSRI (4) business development opportunities and (5) Cymbalta (duloxetine) (7 8). In general, there are skilful constraints in the first four (4) assets. Therefore, the members of NAT decided to pursue the prospective development of Cymbalta as the best option. For instance, even though the use of R-fluoxetine can prevent the side effects of Prozac which include sexual disfunction and insomnia, this particular drug composition is patented by Sepracor. In the process of entering a license agreement with Sepracor, Eli Lilly will have to share part of its avail with the said company. Furthermore, the use of R-fluoxetine can depart serious side effects on the part of the patients. Therefore, it is not advisable for Eli Lilly to invest in the future development of R-fluoxetine. Although OFC has been approved by the FDA, investing in the future development of OFC is also questionable because of the elflike market size of people with bipolar depression (2.5 million patients or less than 1% of U.S. population) as compared to individuals with major depressive disorder (10% of U.S. population). It means that foc development on the development of OFC would mean less sales and profit on the part of Eli Lilly. The 5H T2 antagonist SSRI is effective in terms of reducing side effects such as anxiety, agitation, insomnia, restlessness, and sexual dysfunction. However, it is not advisable to invest further on this option because of its toxic effects on animals. Lastly, there was an issue of business conflict in Eli Lillys in-license compound from other pharmaceutical companies (8). As a potential successor of Prozac, the NAT has to decide on three (3) options for Cymbalta before the positive NDA submission. These options include (1) the need to prove the efficiency or effectiveness 60 mg of Cymbalta once a day (QD) when treating major depressive disorder (2) conduct a clinical trial which aims to allow the company to bewilder up with an entirely new pain indicator for Cymbalta on top of presenting the drug efficacy using 20 to 40 mg of Cymbalta at least two times a day (BID) and (3) put over the NDA submission for several years until option 1 and 2 has been satisfied (15). Analysis and Evaluation In search for Prozacs successor, conducting a marketing research is important in terms of determine the target market and the future expected sales and profitability of Eli Lilly. Specifically the end users of Cymbalta include all individuals who are suffering from major depressive disorder. In line with this, it is necessary to take note that consumer behavior rough certain drugs is highly dependent on what they physicians would prescribe to them. In this context, it is clear that