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Managing Innovation
Evista Case
Morgane …
Maël Bourguignon
Jonathan Calvet
Axel Caborderie
Summary
I.
INTRODUCTION
–
II.
Background
MARKET CONSTRAINTS AND PROBLEMATIC
–
Threats : Generics / « Me too »
–
Environmental constraints : Formularies / Laws
–
Problematic
III.
DEVELOPMENT PROCESS AND ORGANIZATION
–
Development process / Time to Market
–
« Heavyweight » management approach
IV.
CONCLUSION :
–
To go Further
Background
1876. Creation of ELI LILLY and
Company by Colonel Eli Lilly,
pharmaceutical chemist and
Civil war veteran.
Background
1930-80. ELI LILLY continued to
develop insulin product
family and treatment of
endocrine diseases.
Background
1920. First Blockbuster for
treatment of
diabetes: Insulin
Background
1950s. Development of Ceclor
: top-selling antibiotic of
the world.
Background
1980. Introduction of Humilin using
recombinant DNA technology :
improve diabetes treatment.
Background
1986. Commercialisation of
Prozac : drug for central
nervous system.
Background
1996. Zyprexa : Anti-psychotic for
treatment of schizophrenia.
Background
1990-97. Restructuring and
focus on fighting
cancer and
cardiovascular
diseases : Launch of
ReoPro, anti-platelet
agent and Gemzar,
oncology product.
Background
2005. Eli Lilly registered 14,6 billion $
of global revenues
The problematic
Considering the
increasing threats
within the
pharmaceutical
industry,
How can Eli Lilly remain
competitive?
Conclusion
• Time to market : a better
approach taking into account
the market constraints.
• « Heavyweight » approach:
give the priority to the future
potential blockbuster.
Conclusion
• To go further :
– Should we apply this approach
to the commercialization of new
drugs ?
– On which criterions ?
– For which costs ?
– Should we have to delay or stop
other projects ?