US state of Washington Biotech-Company founded in1989 by George Rathmann, Robert Nowinski, and Chris Henney. Join venture in 1998 with Eli Lilly Company become Lilly ICOS (LLC). In January 2007, acquired by Eli Lilly Company for $2.1 billion.
Business Focus: Discovery, development, and commercialization of therapeutic medical products
Estimated 30 million men in US & 150 million worldwide suffer chronic male impotence or erectile disfunction (ED). 50% of all men between the ages of 40 and 70 experience some-form of ED. 80 - 90 % of ED cases are related to a physical or medical condition, like hypertension, diabetes, High blood cholesterol and Lifestyle factors
Glaxo Wellcome & ICOS discovered IC351 (PDE5 enzyme inhibitor), IC351 (Tadalafil) is active ingredient for Cialis. New Drug Application (NDA) submitted to FDA on June, 2001. Cialis released on market February, 2003. Approved by FDA on November, 2003.
VS *Brand leader on the ED-Market since 1998 *Strong Brand Position
*Two European big company joint together (Bayer & GlaxoSmithKline)
Manufacturer: Eli Lilly, US
Manufacturer: Bayer, Germany
Manufacturer: Pfizer, US
Release date: Feb 2003
Release date: April 2003
Release date: March 1998
Active ingredient: Tadalafil
Active ingredient: Vardenafil
Active ingredient: Sildenafil citrate
17-36 hours half life time
5 hours half life time
4 hours half life time
At least 30 minute on set time Not affected by food intake
1 hour on set time
30 minute – 1 hour on set time
May be taken with or without food.
Affected by high fat meal (causing slower on set time)
In 1998, George Rathman ICOS CEO decided to join with Eli Lilly Company
Lilly ICOS LLC Board of Managers
Global Product Team Leader
Medical
Regulatory
Legal
Manufacturing
Financial
Global Marketing Director
U.S. Marketing Brand Leader
1.
2. 3.
Discovery & development of innovative drugs Development of “quality of life” medicine Direct to costumer advertising using TV media
The Global Marketing Sales Organization (GMSO) involved in product development cycle
Global Marketing Sales Organization
(GMSO)
Global Marketing Planning
Global Marketing Research
Global Marketing Sales Training
(GMP)
(GMR)
(GMST)
Forecast market potential
Identify market needs for research project
Conduct training
Affiliates created to manage all promotional sales & after sales world wide Global Affiliates Canada U.S.
Europe
Mexico
Brazil
Australia
In Brand Councils meeting, Product team can present its vision for positioning & branding of cialis and lay out key drivers to success
From study with 350 doctors (PCPs & Urologists), revealed: Efficacy and Safety was the most important attribute (70%), duration (10%) and other such as onset time and side effect (20%).
Contrary with Urologists, majority of PCPs feel about ED with their patients and ED drug (death reports caused by viagra).
discussing prescribing
Screening survey from 32.644 patients : 28.022 not suffer from ED 2.450 suffer ED but not seeking treatment 2.172 suffer ED and seeking treatment ED Prevalence for Different Age Groups 70 60 s t n e d n o p s e r f o %
50 40
Ages 20-39
30
Ages 40-49
20 10 0
Ages 50-59 Ages 60+
Perception Perceive they have condition
1
Consultation Consult their doctor about condition
2
Treatment
Receive a prescription
3
Delivery
Fill the prescription
4
Compliance
Actually take the medication
5
Evaluation
Intend to refill prescription
6
Partner impact was high in the
and
phase
Which product benefits to emphasize and how ? Urge to choose between physician or patient for marketing to emphasis because of limited budget Should Cialis price higher or lower than Viagra ?
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