...Prozac Our company has been called on to provide damage control because of the recent death of a well know actor who was prescribed Prozac. The FDA has asked us to provide data that we have on the clinical studies. This is going to be very messy and we will have to be very careful about what is said and written from this point on. Our attorneys will be dealing with the litigation side in addition to the outside law firm that has an excellent reputation on Mass Torts. It is very likely that we will be sued and it could take years to resolve this. My plan is to do as much damage control as possible before we have every person that ever took Prozac calling attorneys to sue. Please do not have any conversations over the phone with reporters who are trying to get a scoop. All inquiries should be directed to the litigation department. We will be coordinating with the IT department so that the news releases and social media, such as Facebook and Twitter are all about putting the best information we have out there. We need to have all the sales reps start contacting with the medical personnel to advise them of the situation and how we intend to downplay these negative effects that everyone will start to have now that this has come to light. We will continue to advertise the other drugs in the same category as Prozac, the SSRI’s, without any mention of being in the same class as Prozac. We have our customer service reps that will handle the calls coming into the company...
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...Christopher Ymas Unit 2 Assignment 3 Prozac Nation by Elizabeth Wurtzel is a memoir written about the author’s life of depression, addictions, and her relationships. The author is an extremist when it came to her depression. She would portray her emotions so that everyone knew that she had a problem and for some reason are still there for her. This novel best represents the movie Blow based on the life of George Jung. Jung was also addicted; he was addicted to drugs, money, dealing, and relationships. Which both Elizabeth and George can relate to their addictions and problems they encountered over their lives. Elizabeth is taking medication for her depression, but the pain gets worse and worse as the days go by. “I’m going up to 102nd St. to get the coke; it will make you feel better.” She is hooked on drugs because all she wants is the pain to go away, and being a young adult in college parting, beer, and drugs are going to be used. That is the last that she needs because like George Jung’s father once told him as a young boy, “When you’re up, you’re up, and when you’re down you never think you’ll be up again but you do. Money isn’t real George.” Meaning when Elizabeth takes those drugs to make her feel better for the time being she takes them to feel better and then she feels even worse. She must stay together because eventually you’ll be back up again. What George’s father told him when he was a boy that stuck with him through his whole life. He dealt drugs and made tons...
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...03/18/2013 Brad Johnson English 101 Huntington Critical Reading 3 Martin Luther King Jr. - Letter from Birmingham City Jail: The letter from Birmingham jail was written by Martin Luther King Jr while he was in jail, speaking on the behalf of colored people and their fight for equality, and a call for unity regarding human injustices. King wrote this letter as a reaction to the allegations from the clergymen who had criticized his campaign. The clergymen wanted the fight for the issues by King to be done through the court system, not in the streets. In this letter, King responds to them in attempt to gain their support against racial discrimination, not only in the south, but nationwide. King wrote this letter in a way to gain trust and remorse from the clergymen, as he was Christian, and wanted to show them that under their shared religious belief, that racial discrimination was not acceptable in the eyes of God. This is his focus in his letter, to show equality and that his people’s efforts were not violent, but they still demanded justice and action to take place. King was determined to continue his fight for unity, even from the confinement of jail. He used his excellent vocabulary to his advantage when writing this letter, to show the clergymen that he was equal to them, if not smarter. He wanted to sound educated and to sound like he knew what he was talking about so that they would see who he really was, not the color of his skin. For example, he...
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...controversy regarding their use. Of the SSRIs, Prozac (Fluoxetine), is the most popular. When trying to understand why, there are three areas we can look at:...
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...Developing & Marketing A Blockbuster Drug: Eli Lilly’s Experience with Prozac BME-6 B. HBS CASE: “Developing and Marketing a Blockbuster Drug: Lessons from Eli Lilly’s experience with Prozac” 1. What factors contributed to Prozac becoming a blockbuster drug? Explain how each factor contributed and what management decisions helped the drug’s success. The following factors contributed to Prozac’s success: • Prozac’s low side effects and toxicity: The many drugs that were available before Prozac, such as tricyclic antidepressants (TCAs) and monoamine oxidase inhibitors (MAOIs) for treating depression, were too toxic or tricky to use except by trained psychiatrists. In the early 1970s, Ray Fuller, a senior Lilly pharmacologist, had been following new European research showing that a low concentration of serotonin in the brain was linked to depression. A Lilly chemist Bryan Malloy had synthesized some compounds intended to boost serotonin without the side effects of the TCAs. Human research data produced consistent and positive data. The new lower dose human studies revealed that 20 mg once a day was better than placebo and just as effective as TCAs taken multiple times a day. Prozac also produced fewer side effects, and was not lethal in overdose. Dropout rates on Prozac were comparable to the other TCAs and lower than for placebo that contributed to its success. • Thoughtful Marketing Launch Plan: When Prozac was launched in January 1988, Ken Cohen, the Marketing Manager...
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...pharmaceutical company was Colonel Eli Lilly who was a union army member during the Civil War. This company deals with the development, discovery, sell, and manufacturer of drugs, such as Prozac and integrates supply-chain management within its departments. The first success that the company achieved was the coating of pills using gelatin. In 1923, the company marked another success by introducing Iletin that was used in improving diabetes. This project was the first largest insulin production that the company together with the University of Toronto invented. All through the 1950’s, various advancements were introduced such as the invention of the oral penicillin and the antibiotic known as Erythromycin. Prozac was produced in 1988 and latter succeeded in 1990. In 2000, the drug Zyprexa was utilized in the treatment of schizophrenia and later, the drug Gemzer was introduced for chemotherapy. Before Prozac the treatment available was Tofranil also known as tricycle antidepressants (TCA’s) and was for the treatment of depression. However, some of the side effects of this drug include blurred vision, mouth dryness, cardiac complications and when overdoses or misused could be highly lethal. Prozac was later launched in 1988 and was a selective serotonin inhibitor uptake. The Prozac was much safer than TCA because of its minimal side...
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...University of Maryland Case Study Analysis Eli Lilly: Developing Cymbalta Case Study AMBA 650 Section 1131 Kelvin Harris January 24, 2012 Executive Summary Eli Lilly and Company resounding success was the arrival of Prozac in 1988. By mid-1988, a new anti-depressant team was formed to find and develop a drug that would be the successor to Prozac. The strategic issues and problems they faced were developing a new drug to replace Prozac, meeting the company budget constraints to perform clinical trials, and finally launch the new drug by mid-2001. The analysis and evaluation revealed that the pharmaceutical industry is changing fast and it usually takes a long time and millions of dollars to develop a new drug. The recommendation for Eli Lilly is to take the lead in developing the new drug Cymbalta, invest a stable share of the company revenue, seek the FDA approval for the development of Cymbalta before going to market, and not change their market plan from the FDA approved Cymbalta dosage of 20 mg twice daily. Introduction Eli Lilly and Company was founded by Colonel Eli Lilly, Lilly’s namesake, in 1876 when he purchased a laboratory on Pearl Street in Indianapolis, Indiana. Eli Lilly was a pharmacist who had served in the Union Army during the Civil War. The company success included creating the process for applying gelatin-coating to pills for easier swallowing and the introduction of Iletin which was the first mass-produced insulin. Iletin...
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...product Prozac is the leading brand of anti-depression medication and is set to expire in December 2003. Even though that is the official patent expiration date, no one within the company could be sure exactly how much time Prozac had left (Okef & Laufner, p.1). Patent expiration would mean that generic versions of the drug would flood the market and Prozac’s current $2 billion in annual sales would create a huge revenue gap (Okef & Laufner, p.1). John Kaiser, Marketing Director at Lilly is asked to give a presentation on a topic developing a successor to the now legendary anti depressant Prozac, which later on Kaiser titled “No Pain, No Gain.” He presented an overview of what depression is exactly and analyzed the effectiveness of Cymbalta comparing it to Prozac. After a four-and-a-half long marathon, some challenges and concerns were raised by some of the senior leaders of Lilly about their doubts that Cymbalta could in fact replace the leading brand. Strategic Planning In 1998, the New Antidepressant Team (NAT) was formed by two colleagues at Lilly: Mark Demitrack and Brett Schmidli, and later asked two other members Jim Lancaster and John Kaiser to join them based on their professional experience. The mission of the team was to find and develop a drug that would later replace Prozac. They quickly and efficiently narrowed down their options to “Five Assets” – five already existing products and/or market segments with enough promise to be potential Prozac successors...
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...and Company’s legendary antidepressant Prozac and determines how to replicate the company’s success with the launch of its new and improved potential product - Cymbalta. Eli Lilly’s growth is in appreciation of its flag ship product – Prozac, however with one year left to act on its expiring patent it is time to do some heavy strategic planning to introduce its successor. The paper will review the history of the strategic plan behind the rapid switch from Prozac to generic brands. As a result of this review a recommendation is made on how to devise a plan to introduce Cymbalta into an already competitive antidepressant market. This paper reviews the achievement of Merck-Medco’s marketing plan to introduce the generic brand of Prozac into the market and the pros and cons of implementing the same strategy when introducing Cymbalta to the market. Introduction: After trying a number of antidepressant drugs and without any real success, many have turned to the help of Prozac. Some complain that others drugs were too depression focused and did not address anxiety issues. Patients who are diagnosed with depression are often told that if they also experience pain it may be in their head and due to the depression or anxiety. Eli Lilly’s flag ship product – Prozac, flooded the drug industry receiving rave reviews for providing just the right amount of balance. As consumer needs change over the past five years they have found that Prozac is missing a key ingredient to resolve all...
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...What factors contributed to Prozac becoming a blockbuster drug? Explain how each factor contributed and what management decisions helped the drug’s success. The following factors contributed to Prozac’s success: • Prozac’s low side effects and toxicity: The many drugs that were available before Prozac, such as tricyclic antidepressants (TCAs) and monoamine oxidase inhibitors (MAOIs) for treating depression, were too toxic or tricky to use except by trained psychiatrists. In the early 1970s, Ray Fuller, a senior Lilly pharmacologist, had been following new European research showing that a low concentration of serotonin in the brain was linked to depression. A Lilly chemist Bryan Malloy had synthesized some compounds intended to boost serotonin without the side effects of the TCAs. Human research data produced consistent and positive data. The new lower dose human studies revealed that 20 mg once a day was better than placebo and just as effective as TCAs taken multiple times a day. Prozac also produced fewer side effects, and was not lethal in overdose. Dropout rates on Prozac were comparable to the other TCAs and lower than for placebo that contributed to its success. • Thoughtful Marketing Launch Plan: When Prozac was launched in January 1988, Ken Cohen, the Marketing Manager made sure that Lilly was fully educated about depression, serotonin, and the practice of psychiatry in general. This was necessary because Lilly didn’t know the psychiatry field and...
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...in business since 1876. In 2000 their new antidepressant team (NAT) was tasked with identifying a suitable replacement for Prozac their most profitable antidepressant drug. Prozac’s patent was due to expire in December of 2003. The expiration of Prozac’s patent would allow other pharmaceutical companies to market their generic version of the drug at a lower price. There are four members of the members of the NAT John Kaiser the marketing director at Eli Lilly, Mark Demitrack a psychiatrist and co-leader of NAT, Brett Schmidli a project development expert and co-leader of NAT, and Jim Lancanster the Prozac expert. The NAT was tasked with discussing and evaluating what drug could be developed to elevate depression in its patients and serve as the predecessor to Prozac. The NAT begin its evaluation by focusing on Eli Lilly’s five assets. The five assets were drug products that could be developed into the predecessor. The NAT decided to conduct research on the five assets to determine, which one could be developed into its next flagship depression drug. Asset 1 is R-fluoxetine, which Eli Lilly entered into a licensing agreement with Sepracor to further develop and market this drug but clinical trial stopped due to patient inability to stomach the drug. Asset 2 is olanzapine-fluoxetine combination (OFC), included Zyprexa and ingredient in Prozac. OFC was approved by FDA to treat bipolar, which is a smaller market compared to major depressive disorder (MDD). Asset 3 is...
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...In the article “Bionic Brains and Beyond,” the author describes the case of a child that got a brain implant to treat seizure disorder and ADHD. She becomes a spelling prodigy in addition to the intended effects of the implant and went on to win the National Spelling Bee. This patient received a treatment but in addition was also enhanced in the process. She is no longer on an even playing field as other children in her age group, but she had been at a disadvantage prior to receiving the implant. Brain implants that can treat disorders and restore people back to a normal level of functioning should be allowed. A person is defined as having a malady in the Culver et al. article “if and only if he or she has a condition other than a rational belied or desire, such that he or she is suffering, or at increased risk of suffering, and evil (death, pain, disability, loss of freedom or opportunity, or loss of pleasure) in the absence of a distinct sustaining cause. A person that has a panic disorder, based on the above definition, has a malady. Having a brain implant that will rid them of panic disorder is a treatment for the malady that they are suffering. There is a line between treatment and enhancement, however, because to treat the malady would be restoring them to “normal” functioning, which in this case, would be to eliminate panic disorder. I do not think there is anything wrong with treating this malady. I do, however, have concern if the brain implant were to go...
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...penicillin. In the 1950’s Lilly began to expand in to the world market and began to experiment with different business portfolio strategies. Lilly also launched two powerful antibiotics during this year for patients that did not benefit from or were allergic to penicillin. In 1960 Lilly launched the first in a line oral and injectable antibiotics in the cephalosporin family and two anti cancer drugs. In 1970 Lilly launched the world’s top selling antibiotic, Ceclor. They also began to diversify their portfolio with the purchase of Elizabeth Arden in 1971 and IVAC in 1977. In 1982 Lilly pioneered and introduced the first genetically engineered drug. Lilly also launched a new drug for the treatment of clinical depression in the 1980’s. Prozac became their top seller and accounted for almost 30 percent of the company sales. In the 1990’s Lilly also introduced a stream of innovative products, but began to be affected by the changes in health care management. In an attempt to combat these changes and the development of Pharmaceutical Benefits Management companies (PBM’s) Lilly purchased PCS Health Systems in 1994. When this investment did not work as planned Lilly sold PCS Health Systems resulting in a write off in 1997. In the late 1990’s Lilly focused their structure on...
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...University of Phoenix Material Health Care Marketing Information Matrix There are a variety of information sources that may be used by consumers to obtain information relating to the marketing of health care products and services. The following matrix is intended to assist you in organizing the information contained in these sources. Consider the types of marketing messages that these information sources may contain and the reliability of the marketing message. Following the provided example, identify three examples of your own. |Source of Health Information |Type of Health-Related |Marketing Messages |How the Consumer May Assess the | | |Information | |Accuracy or Reliability of the | | | | |Marketing Messages | |List the information source, such as Internet websites, WebMD, MedLine, or the news media. |Type of information |List at least one |List one approach the consumer may use | | |provided...
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...SEASONAL AFFECTIVE DISORDER (SAD) Seasonal affective disorder (SAD) is a mood disorder in which people who have normal mental health throughout most of the year experience depression related symptoms in the winter months on a recurring yearly cycle. CAUSES OF SEASONAL AFFECTIVE DISORDER The specific cause of seasonal affective disorder remains unknown but most research shows that (SAD) is caused by a lack of sunlight which has an effect on the chemical levels in the brain. A few specific factors that may come into play include: * Circadian rhythm. Reduced levels of sunlight in fall and winter may disrupt your body's internal clock, which determines when you should sleep or be awake. This disruption of your circadian rhythm may lead to feelings of depression. * Serotonin levels. A drop in neurotransmitter levels such as serotonin, which affects mood, may play a role in (SAD). Reduced sunlight can cause a drop in serotonin that may trigger depression. * Melatonin levels. The change in seasons can disrupt the balance of the natural hormone melatonin, which plays a role in sleep patterns and mood. * Vitamin D deficiency. Low vitamin D levels in the blood have recently been linked with a higher occurrence of (SAD) along with other depression related disorders. * Gene Mutation. A new study indicates that (SAD) may be linked to a mutation of melanopsin, a pigment gene in the eye. The melanopsin gene encodes a light-sensitive protein that is found in a class of photoreceptors...
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