Managing Innovation Evista Case Morgane … Maël Bourguignon Jonathan Calvet Axel Caborderie

Summary I.INTRODUCTION –Background II.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

1876. Creation of ELI LILLY and Company by Colonel Eli Lilly, pharmaceutical chemist and Civil war veteran. Background

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

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 Background

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 ?