Abstract
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. Executives and managers can use this research to gain insights
into methods for using medical education to set the stage fora successful
launch of products with new mechanisms of action.
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