ELI LILLY THE EVISTA PROJECT PDF

Downloads: 41 Views: C — Operations Management Eli Lilly: The Evista Project Case Study — Krishna Tavvala Background: Eli Lilly is a leading pharmaceutical company specializing in treatment of diseases like the depression, schizophrenia, diabetes, infections, osteoporosis among others. Evista, a newly developed drug by Eli Lilly, is an estrogen replacement therapy medicine for prevention of post-menopausal osteoporosis which also appeared to lower the incidence of breast cancer in women. This FDA approved drug is expected to be a potential blockbuster and generate revenue of 1 billion US dollars per year for the company. In the face of internal resistance to the heavyweight teams and shortage of resources, Wantabe now has to make a decision about adopting this new successful heavyweight team approach for commercialization of Evista as well. Analysis: In the past several years some critical changes have been taking place in the pharmaceutical industry which included encouragement of generic prescriptions by the formularies, the exclusive listing of a single drug for a particular therapeutic prescription, enablement of bulk discount rate negotiation by health care insurers, and the minimization of the number of rugs to be put in the formularies. These changes pressured the pharmaceutical manufacturers to reduce the price of their drugs.

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Evista, a newly developed drug by Eli Lilly, is an estrogen replacement therapy medicine for prevention of post-menopausal osteoporosis which also appeared to lower the incidence of breast cancer in women. This FDA approved drug is expected to be a potential blockbuster and generate revenue of 1 billion US dollars per year for the company.

In the face of internal resistance to the heavyweight teams and shortage of resources, Wantabe now has to make a decision about adopting this new successful heavyweight team approach for commercialization of Evista as well. Analysis: In the past several years some critical changes have been taking place in the pharmaceutical industry which included encouragement of generic prescriptions by the formularies, the exclusive listing of a single drug for a particular therapeutic prescription, enablement of bulk discount rate negotiation by health care insurers, and the minimization of the number of drugs to be put in the formularies.

These changes pressured the pharmaceutical manufacturers to reduce the price of their drugs. All these changes have resulted in reduced profits, increased costs, increased competition and higher risks for the pharmaceutical companies. Under these conditions, Eli Lilly had to improve its abilities to develop and introduce novel drugs to the market efficiently and effectively. The traditional functional-based teams at Eli Lilly adopted slow and cautious approach for product development with no proper tracking of resources, accountability or focus.

The market oriented focus of heavyweight teams also helped the company become innovative as demonstrated by labeling of Evista as a preventative medicine instead of a treatment medicine. The flip-side of adopting the heavy-weight team approach at Eli Lilly was alienation of the employees in functional teams who were not part of the heavyweight projects. Exacerbating the problem is the shortage of skilled personnel. The acute shortage is reflected by the fact that Eli The second is differentiating the company and its brand.

In the next section of the document, an analysis and evaluation of several company related factors is performed which will help develop the facts. Identification of the strategic issues and problems: Since Eli Lilly and company started business, they have achieved tremendous success due to the provision of effective drugs for the treatment of depression.

The company gained major success due to the sale of Prozac. In the year , several substitute products of Prozac such as Celexa, Zoloft, and Paxil were introduced in

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Eli Lilly: the Evista Project Essay

Evista, a newly developed drug by Eli Lilly, is an estrogen replacement therapy medicine for prevention of post-menopausal osteoporosis which also appeared to lower the incidence of breast cancer in women. This FDA approved drug From a starting up company that was like dozens, maybe hundreds of other drug companies making and selling sugar-coated pills, fluid extracts, syrups and with hand work constituting the primary method of production to one of the major pharmaceutical company that dominated the industry in the world, Eli Lilly and Company The second is differentiating the company and its brand. Lilly Sr. Lilly Jr. It was his grandson

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