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MENTA BANGUN MADE ANTA RIDZKY ARYA SUDONO

March,2010

US state of Washington Biotech-Company founded in1989 by George Rathmann, Robert Nowinski, and Chris Henney. Join venture in 1998 with Eli Lilly Company become Lilly ICOS (LLC). In January 2007, acquired by Eli Lilly Company for $2.1 billion. Business Focus: Discovery, development, and commercialization of therapeutic medical products

Estimated 30 million men in US & 150 million worldwide suffer chronic male impotence or erectile disfunction (ED). 50% of all men between the ages of 40 and 70 experience some-form of ED. 80 - 90 % of ED cases are related to a physical or medical condition, like hypertension, diabetes, High blood cholesterol and Lifestyle factors

Glaxo Wellcome & ICOS discovered IC351 (PDE5 enzyme inhibitor), IC351 (Tadalafil) is active ingredient for Cialis. New Drug Application (NDA) submitted to FDA on June, 2001. Cialis released on market February, 2003. Approved by FDA on November, 2003.

Three possible approaces:


Niche

Market Strategy Compete Strategy (head to head) Beat Strategy (differentiate positioning)

*New comer in ED-drug bussines

VS
*Brand leader on the ED-Market since 1998 *Strong Brand Position *Two European big company joint together (Bayer & GlaxoSmithKline)

CIALIS

LEVITRA

VIAGRA

Manufacturer: Eli Lilly, US Release date: Feb 2003 Active ingredient: Tadalafil 17-36 hours half life time At least 30 minute on set time Not affected by food intake

Manufacturer: Bayer, Germany Release date: April 2003 Active ingredient: Vardenafil 5 hours half life time 1 hour on set time May be taken with or without food.

Manufacturer: Pfizer, US Release date: March 1998 Active ingredient: Sildenafil citrate 4 hours half life time 30 minute 1 hour on set time Affected by high fat meal (causing slower on set time)

In 1998, George Rathman ICOS CEO decided to join with Eli Lilly Company

Lilly ICOS LLC Board of Managers

Global Product Team Leader

Medical

Regulatory

Legal

Manufacturing

Financial

Global Marketing Director

U.S. Marketing Brand Leader

1. 2. 3.

Discovery & development of innovative drugs Development of quality of life medicine Direct to costumer advertising using TV media

The Global Marketing Sales Organization (GMSO) involved in product development cycle

Global Marketing Sales Organization

(GMSO)

Global Marketing Planning (GMP)

Global Marketing Research (GMR)

Global Marketing Sales Training (GMST)

Forecast market potential

Identify market needs for research project

Conduct training

Affiliates created to manage all promotional sales & after sales world wide Global Affiliates

Canada

Brand Councils

U.S.

Europe

Mexico Brazil Australia

In Brand Councils meeting, Product team can present its vision for positioning & branding of cialis and lay out key drivers to success

From study with 350 doctors (PCPs & Urologists), revealed: Efficacy and Safety was the most important attribute (70%), duration (10%) and other such as onset time and side effect (20%).

Contrary with Urologists, majority of PCPs feel uncomfortable discussing about ED with their patients and expressed apprehensions prescribing ED drug (death reports caused by viagra).

Screening survey from 32.644 patients : 28.022 not suffer from ED 2.450 suffer ED but not seeking treatment 2.172 suffer ED and seeking treatment ED Prevalence for Different Age Groups 70 60

% of respondents

50 40 30 20 10 0 Ages 20-39 Ages 40-49 Ages 50-59

Ages 60+

Health Care Transaction Model


Perception
Perceive they have condition

Consultation
Consult their doctor about condition

Treatment
Receive a prescription

Delivery
Fill the prescription

Compliance

Evaluation

Actually take the medication

Intend to refill prescription

Partner impact was high in the perception and evaluation phase

Which product benefits to emphasize and how ? Urge to choose between physician or patient for marketing to emphasis because of limited budget Should Cialis price higher or lower than Viagra ?