Eli Lilly and Company: Medication Development Strategy
Assignment One particular
RSM494: Technological Strategy
Antora Sanchari Ahmed
Professor Terry Amburgey
DESK OF MATERIAL
Executive SummaryвЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦.. 3
Industry AnalysisвЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦. a few
Product and Process AnalysisвЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦. 7
Company StrategyвЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦вЂ¦... 9
EXEC SUMMARY This case outlines the issue faced by Eli Lilly, a pharmaceutical drug company's decision as to whether they need to develop a business lead migraine substance. This decision is faced by the Task Manager Bianca Sharma and she has to create recommendations inside the PTAC getting together with. A number of issues have to be regarded like- time to market, variety of leads, traditional or combinatorial chemistry etc . which is unique towards the pharmaceutical market. Other factors that might not be the foremost to this industry but still has to be considered in this analysis are- intellectual property (IP), financing for trials, reliability from the product and process, alternatives to the merchandise, firm's short-term and long term strategy, marketplace conditions etc . Eli Lilly's success depends upon their capacity to strategize their very own next maneuver regarding the advancement this business lead compound and exploiting the opportunities simply by careful considerations and then picking the best option among the following: Situation 1: Take the lead chemical substance into specialized medical without additional research and race that to the marketplace. Scenario two: Take a lot of additional time to refine the present lead (using combichem) and after that release to clinicals. Situation 3: Use significantly more time for you to discover new migraine medication platforms (using combichem) that may result in various other promising qualified prospects.
The US pharmaceutic market share for CNS diseases are expected to increase significantly while shown in the figure. Eli Lilly currently has a billion dollars dollar anti-depressant drug Prozac which was hugely successful and which employed targeted serotonin levels. This serotonin was associated with headache as well; consequently , Lilly again conducted exploration in this area looking for a medication that especially targeted migraine. At present the only drug pertaining to migraine was Glaxo's Imitrex, which was just mildly powerful and had a negative effect on heart's vessels thus limiting its use. Phentermine affected the serotonin 1d receptor, yet , Lilly research workers found one more serotonin subtype, the 1f receptor, that was involved in migraine. Using traditional methods, Lilly held a very promising business lead LY329511, against which all the other compounds have to be tested and so they have already discovered a better one LY334370 applying combinatorial biochemistry. In the market evaluation done by Bea Thieu (Exhibit 9), if Lilly's system is more effective than the 1d chemical substances, they can take the drug for the market in 2001 and it will build up to its optimum in 2006 and hold a dominating market share another 3 years until competitors go away revenue after which it is patent will certainly expire. According to her researching the market almost forty percent of non- consulters could be motivated to find treatment elevating the market achievable serotonin primarily based drugs by simply 3-4 times. Based on this kind of, there is great potential since Glaxo's Imitrex is taking pleasure in considerable amount of product sales growth each year (Exhibit 9), which is impressive considering only 10% of migraineurs will be treated by simply Imitrex due to its limitations.
INDUSTRY RESEARCH Time to Industry: The average the perfect time to market for any drug can be...