Medical Marketing and Media - Lilly prepares for Cymbalta launch
MAKERS OF antidepressants braced themselves as Eli Lilly won approval for Cymbalta (duloxetine), which will be positioned as the first drug to treat the physical as well as the emotional symptoms of depression.
“The most important goal in treating depression is to help the patient reach remission,” said a Lilly spokeswoman, noting that just one-third of patients currently achieve this goal. “We know that when the fuller spectrum of symptom logy is treated, the patient has a better chance of conquering the illness.”
Lilly expected to have 80 percent of pharmacies stocked with Cymbalta by the end of August, and has already fielded its sales force for the drug. GSW Worldwide is handling professional advertising, while FCB HealthCare has the consumer ad account.
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Among SSRIs and SNRIs, which account for two-thirds of the antidepressant market, Pfizer’s Zoloft is the leader, with 22 percent of total scripts dispensed from January through April, according to IMS Health. -Matthew Arnold
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