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.
Table of Contents
BACKGROUND
Byetta Commercialization Timeline
Byetta 2005-2007: The Evolving Product Profile
Byetta' s Fit within the Diabetes Continuum of Care
Disease State Evolution Creates Byetta Market-Entry Window
Growth in Patients Not Achieving Glucose Target Creates
Market-Entry Window
Successful Launch But Not Yet Blockbuster Status
LAUNCH CHALLENGES
Science, Efficacy & Safety Were Launch Strategy Cornerstones
MARKET ENTRY SUCCESS DRIVERS
Beta Cell Functioning & Improvement Became "Branding"
Focus for Medical Education
Byetta' s Integrated Messaging was Critical to Launch Success
Message Cascade Started with Clear Scientific Focus
Broadcast Message Sequence to Select Targets in Carefully
Orchestrated Cascade
Byetta' s Future Fit within the Diabetes Continuum of Care
Message Dissemination: 2005 Post Launch Strategy
Medical Education through Speaker Programs Was Key
Voices from the Field: Amylin Commentaries about Its Key
Marketing Programs
Message Dissemination: Education Extended to Patient Advocacy
DTC Campaign Held Until Med Ed Campaigns Completed
Plan For & Actively Manage Predictable Relationship
Stress among Co-Promotion Partners
Culture & Work Style Differences Can Create Conflict
Among Partners
Future Competition on Other Compounds Can Create
Tension among Partners
Turnover on One Team Can Create Tension for the Other Partner
Marketing Strategy Differences Can Create Conflict
LESSONS LEARNED
Drawn from Byetta
Product Launch Creates Locus for Industry Challenges
