Cymbalta Case Study: Successfully Entering a Crowded Market with a New Mechanism of Action

Abstract

This case study reviews the strategy and tactics utilized by Eli Lilly for the depression indicated product, Cymbalta, to successfully penetrate a crowded market with a product having a new mechanism of action (MOA). Pharmaceutical executives can use this study to gather insights into various tactics for successfully launching a product with a new MOA into a challenging market.