Company: Eli Lilly & Co.
Liaison(s): William Macias
Eli Lilly and Company was incorporated in 1901 in Indiana by Colonel Eli Lilly. Eli Lilly discovers, develops, manufactures, and sells pharmaceutical products. The company’s mission is to make medicines that help people live longer, healthier, more active lives. Therapeutic areas include neuroscience, endocrinology, oncology, cardiovascular and animal health. Eli Lilly’s products are sold in approximately 125 countries and include the blockbusters Zyprexa®, Cymbalta®, Alimta®, Humalog®, Cialis®, Gemzar®, Humulin® and Evista®. The market cap exceeds $37B. The focus of the project was to forecast the future practice of Personalized Medicine and the use of tailored therapeutics in the U.S. and to develop potential marketing and sales strategies that might be employed within this future environment. This project consisted of two phases. The fall semester project involved first defining “personalized medicine,” and then understanding current trends in healthcare in 2010 and their impact on the future practice of medicine. These were expanded into distinct scenarios which projected the landscape of healthcare in time periods 2015 and 2020. In the spring semester, the team selected one scenario from the fall semester and projected how a major pharmaceutical company might market a tailored therapeutic within this potential environment. This project was a forward-looking, hypothetical exercise representing the work product of the KGI team and does not reflect the opinions of any pharmaceutical company, including Eli Lilly.