Product Team Cialis Getting Ready to Market
Differentiation & Positioning
Case: Product Team Cialis_Getting Ready to Market (HBS 9-505-038)
The Actors: - Mark Babato, the executive director and global product team leader for Cialis - Rob Brown, the global marketing director from Lilly - Leonard Blum, vice president of sales and marketing from ICOS - Sidney Taurel, Chairman of the Board, President and CEO of Lilly
Problem Analysis:
| |VIAGRA |CIALIS |
|The effect |approx. 4 hours after dosing |36 hours after taking the drugs |
|The absorption |Diminished when the drug was taken during or |Not affected by food intake |
| |after a high-fat meal | |
|Conjunction with Nitrates |Forbidden |Forbidden |
|Visual irregularities |Yes |Rare |
- The Lilly ICOS LLC joint venture was signed on September 30, 1998. - Profits from future sales of drugs in North America and Europe would be split 50/50 - Profits from sales of drugs in other regions were to be retained by Lilly, after a royalty was paid to the joint venture
Marketing Competence at Lilly:
Lilly should re-thought the way of marketing by integrate into product development and introduction due to several reasons: a. Many of the pharmaceutical companies were embracing a high-risk high-return strategy b. Industry resources were increasingly being allocated to the development of “quality-of-life” medicines c. The FDA revised the rules on prescription drug promotion in 1997. This facilitated direct-to-consumer
Case: Product Team Cialis_Getting Ready to Market (HBS 9-505-038)
The Actors: - Mark Babato, the executive director and global product team leader for Cialis - Rob Brown, the global marketing director from Lilly - Leonard Blum, vice president of sales and marketing from ICOS - Sidney Taurel, Chairman of the Board, President and CEO of Lilly
Problem Analysis:
| |VIAGRA |CIALIS |
|The effect |approx. 4 hours after dosing |36 hours after taking the drugs |
|The absorption |Diminished when the drug was taken during or |Not affected by food intake |
| |after a high-fat meal | |
|Conjunction with Nitrates |Forbidden |Forbidden |
|Visual irregularities |Yes |Rare |
- The Lilly ICOS LLC joint venture was signed on September 30, 1998. - Profits from future sales of drugs in North America and Europe would be split 50/50 - Profits from sales of drugs in other regions were to be retained by Lilly, after a royalty was paid to the joint venture
Marketing Competence at Lilly:
Lilly should re-thought the way of marketing by integrate into product development and introduction due to several reasons: a. Many of the pharmaceutical companies were embracing a high-risk high-return strategy b. Industry resources were increasingly being allocated to the development of “quality-of-life” medicines c. The FDA revised the rules on prescription drug promotion in 1997. This facilitated direct-to-consumer