Table of Contents
EXECUTIVE SUMMARY
- Cymbalta Market Entry
- Cymbalta Market Entry Insights are Broad-Reaching
- Cymbalta Using Third Party Expertise Well
BUSINESS CHALLENGES
- Antidepressant Market Saturated with Established Brands
- Cymbalta Faced Short Post-Launch Patent Life
MARKET ENTRY-STRATEGY
- Non-Intuitive Methods of Action Challenge Common Wisdom
- Strategy and Tactics Require Sound Execution
- Product Efficacy & Safety are Essential to Compete
- Differentiation on a New Benefit was Key to Winning Market
- Science is the Lever to Move Physicians to New Insights
- Public Relations can Create Buzz for New Treatment Paradigms
- Educate Patient to Drive Interest in New Treatment Paradigms
- Introduce New Medical Ideas through Third-Party Experts
- Build Positive Coverage by Providing Media Access to KOLs
TACTICS TO DRIVE SUCCESS
- No Silver Bullets: Cymbalta Deployed Multiple Launch Tactics
- Use Complete Toolkit to Glean Market Insight
- Early LCM Planning Supports Strategy & Execution Excellence
- Craft a Durable Brand Promise for Long-Term Success
- Extend Brand Promise across Multiple Specialities
- Lead with KOLs Receptive to Counter-Intuitive Message
- Deploy MedEd through Multiple Channels to Prepare Market
- Target Multiple Specialists & GPs to Extend New Paradigm
- Inform Consumers through Educational Messages, PR & Personal Stories
- Carefully Craft Entry Points into a Crowded Market
- Use Additional Indications to Enhance Drug Profile
- Ally with Advocacy groups to Raise Disease Awareness
- Anchor DTC to Interactive Website to Deliver Deeper Message
- Reinforce Educational Message through Web Tools
- Build Brand Momentum through Targeted Marketing
- Use Contract Sales Force to Extend Reach
- Gain Therapeutic Area Expertise through Co-Promotion Pacts
- Use Innovative Risk-Sharing Strategy with Co-Promote Partners
- Accelerate Post-Launch Growth through Savvy Managed Care
RESULTS
- Cymbalta Achieved Rapid Growth Despite Competition
- Marrying Clinical & Commercial Differentiation Drive Success
LESSONS LEARNED
APPENDIX
- Cymbalta (Duloxetine) Profile
- Cymbalta among Top DTC Spenders
- Develop Management Structure for Partnerships
- Use Contracting Strategies to Discourage Counter-Detailing
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