|
|
 |
|
Viewing report
|
|
|
|
Byetta Case Study: Using Medical Education as a Springboard for Product Launch
Best Practices LLC, Aug 2008, Pages: 34
This case study reviews the strategy and tactics utilized by Amylin and Eli Lilly for the type II diabetes product Byetta/exenatide to educate the market on a new mechanism of action that directly treated the core defect behind type II diabetes. By carefully building messages around scientific innovation and integrating safety, efficacy and benefit into them as well, Byetta was positioned for a successful launch. These message elements were delivered from pre-launch to post-launch to a carefully orchestrated cascade of thought leaders, specialists and primary care physicians. Executives and managers can use this research to gain insights into methods for using medical education to set the stage for a successful launch of products with new MOA.
Key Topics:
- Market Entry Background
- Integrating Science, Efficacy and Safety as Pre-Launch Message Cornerstones
- Message Timing and Sequences for Selected Groups
- Building Education through Speaker Programs
- Managing Relationship Stresses Among Co-Promotion Partners
- Lessons Learned
Key Metrics:
- Lifecycle Timeline
- Launch Investment Breakdown
Customers who bought this item also bought
Byetta FDA Update Call - Eli Lilly & Co.,Amylin Pharmaceuticals, Inc., - Earnings Transcript
Byetta FDA Update Call - Eli Lilly & Co.,Amylin Pharmaceuticals, Inc., - Earnings Transcript
Byetta FDA Update Call - Eli Lilly & Co.,Amylin Pharmaceuticals, Inc., - Earnings Transcript
Launch Strategies - Analyzing Market Trends and Regulatory Impacts
Byetta Wave 4 Tracking Survey; Trends in Usage of Type II Diabetes Mellitus Therapeutics - A Survey of One Hundred Two Endocrinologists and Primary Care Physicians
Public Relations Excellence: Using PR to Launch, Grow, and Extend Your Brands
IPTV Launch Guide
Best Practices in Recruitment for Medical Education Programs
The Toolkit for Diabetes MSL Programs (PH130)
USA Consumer Residential Database
The Medical Device Market: USA
Synergetics USA, Inc Medical Equipment Company Share Analysis 2008
|
|
|
|
