Cymbalta Case Analysis

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Introduction The management at Lilly felt that Prozac patient was expiring December of 2003 was just a part of the business of pharmaceuticals. However, Prozac was one of the most leading medications that was being used to treat depression. The loss of annual sale of $2 billion would have a negative impact on the company. If the Patient expires, the competitor pharmaceuticals would have more potential to market the antidepressant with lower price option. In addition, the team wanted to launch and develop a new antidepressant. This being the reason, Kaiser the marketing direct at Eli Lilly and company decided to come up with an alternative, and the New Antidepressant Team (NAT) decided on Cymbalta. The main reason behind this pick was because Cymbalta appeared to be better than Prozac, no safety or toxicity issues, and more customer demand. Keiser was analyzing his ideas about investing on large skills clinical trials or invest on a clinical trials for a new suggestion. However, Kaiser didn’t know that the new director of commercial development for Cymbalta Jim Lancaster was also headed toward the meeting with different mindset. NAT now has to analyze what drug could be developed to uplift depression in its patients and which drug can be used as a prototype to Prozac. Below are the pro and cons for 5 Assets, and after analyzing all the effects of the drug, Cymbalta became NAT’s first choice. Examination of Alternatives R-Fluoxetine: Pros Cons Same ingredient as Prozac and less side effects Tolerability problems in patients Less customer demand Olanzapine-fluoxetine combination Pros Cons Same active ingredient as Prozac and also approved to treat bipolar by FDA Unknown exact mechanism and responsible for enhancing antidepressant effect 5HT2 antagonist SSRI Pros Cons Intended to selectively block the stimulation of serotonin to

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