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1、Zyprexa documents ppt 1. This powerpoint has a selection of pages from documents to do with marketing issues. What are the “Zyprexa Documents” Class action court case v Eli-Lilly re alleged with- holding of ADEs data (wght gain and diabetes) and off-label marketing (dementia and subsyndromal mood sw
2、ings). Subpoenaed internal company documents. Lawyer (Gottstein), public health physician expert witness (Egilman), New York Times journalist (Berenson) December 2006. 358 files, copious data re int memos, powerpoint pres, marketing strategies Website (Dawdy) and a German website. Judge ordered cann
3、ot be retrieved from internet. What are the “Zyprexa Documents” Heavily downloaded from Form basis of journalist articles and web-blog analyses. Paper for academic literature (Spielmans) Provide insight into the goals and functioning of a big pharmaceutical company. Issues raised Marketing for “NCEs
4、” (New Clinical Entities) and off-label indications. Alternatively described as “Disease Mongering” to increase sales. Damage control, use of “spin”, possible concealment re ADEs. Sophistication of pharma companies in interacting with (controlling?) “customers”. = physicians, pharmacists, hospitals/
5、govt, allied health, patient advocacy groups. ZY100035541 Olanzapine Lifeplan The “Safer Clozapine” Market is Schizophrenia. No mention of bipolar or dementia. ZY100035541 Olanzapine Lifeplan ZY100035541 Olanzapine Lifeplan The “Safer Clozapine” Market is Schizophrenia. No mention of bipolar or deme
6、ntia. ZY100035541 Olanzapine Lifeplan ZY201548768 Betting the Farm Prozac patent due to expire August 2001. ZY201548768 Betting the Farm ZY200270343 Zyprexa Product Team summary 1997 ZY200270343 Zyprexa Product Team summary 1997 ZY200270343 Zyprexa Product Team summary 1997 ZY200270343 Zyprexa Produ
7、ct Team summary 1997 ZY200270343 Zyprexa Product Team summary 1997 ZY200270343 Zyprexa Product Team summary 1997 ZY200270343 Zyprexa Product Team summary 1997 ZY200270343 Zyprexa Product Team summary 1997 ZY200270343 Zyprexa Product Team summary 1997 ZY200270343 Zyprexa Product Team summary 1997 ZY2
8、00270343 Zyprexa Product Team summary 1997 ZY200270343 Zyprexa Product Team summary 1997 ZY200270343 Zyprexa Product Team summary 1997 ZY200270343 Zyprexa Product Team summary 1997 ZY100041262 PCP opportunity ZY100041262 PCP opportunity ZY100041262 PCP opportunity ZY100520662 Zyprexa primary care br
9、iefing document 21July2000 ZY100520662 Zyprexa primary care briefing document 21July2000 ZY100520662 Zyprexa primary care briefing document 21July2000 ZY100520662 Zyprexa primary care briefing document 21July2000 ZY100520662 Zyprexa primary care briefing document 21July2000 ZY100582035 Zyprexa Compl
10、icated Mood Project date? ZY201797499 email re driving depression story since 98 Feb 2000 ZY200083405 PCP vision ZY200083405 PCP vision ZY200083405 PCP vision ZY200083405 PCP vision ZY200083405 PCP vision ZY100040886 Primary Care Physician strategy ZY100040886 Primary Care Physician strategy ZY10004
11、0886 Primary Care Physician strategy ZY100040886 Primary Care Physician strategy ZY200083622 Addressing PCP FAOC ZY200083622 Addressing PCP FAOC ZY200083622 Addressing PCP FAOC ZY200083622 Addressing PCP FAOC ZY 100175096 Viva Zyprexa ZY 100175096 Viva Zyprexa PCPs/GPs = financial opportunities ZY 1
12、00175096 Viva Zyprexa Unmet needs/disease-mongering ZY 100175096 Viva Zyprexa Unmet needs/disease-mongering ZY 100175096 Viva Zyprexa Unmet needs/disease-mongering ZY 100175096 Viva Zyprexa Unmet needs/disease-mongering ZY 100175096 Viva Zyprexa Incentives to sales reps ZY 100175096 Viva Zyprexa Physician type casting & targeting ZY 100175096 Viva Zyprexa Physician CME strategy ZY 100175096 Viva Zyprexa Have the “customers” got the message? ZY 100175096 Viva Zyprexa studying and utilising the “customers” ZY 100175096 Viva Zyprexa To the tune of “Viva Las Vegas”
