Cialis

Cialis Case

The strategy we propose is a multilevel Beat Strategy to attack the broader market. They key to this strategy to get ahead of its competitor’s in the supply chain and focus on distributing Cialis earlier in the distribution channel. This means spending a lot of time and money EDUCATING and MARKETING to Primary Care Physicians

* Psychologists

* Psychiatrist

* and focus less on the Urology route taken by Pfizer.

Eli Lilly and co MUST educate these physician groups about the signs of Erectile Dysfunction and create simple questionairres for the physician’s office to give to patients along with their normal office sign in paperwork. These questionaiires will IDENTIFY potential ED sufferers. Also, these physician groups MUST understand that if patients have other associated conditions such as Diabetes, High blood pressure, etc… there is a higher probability they will have ED and to screen those patients extra thoroughly.

This approach’s success will be contigent a on a few factor’s that Eli Lilly will need to invest major marketing research dollars on the following PRIOR to launch:

- FIRST, To PUSH demand, research into how the identified physician groups should best execute delivering a compassionate message about ED and develop an ongoing, comfortable dialogue with their patients.

- SECOND, physician’s need to be thoroughly educated on the safety of Cialis IN GENERAL and RELATIVE to its competition. FREE SAMPLES of Cialis should be given out to IDENTIFIED ED sufferers when a comprehensive demographic form is filled out to gain marketing research. Since repeat business is expected, this will encourage men to try the drug since it is free.

- THIRD, a salesforce SALES FORCE = TO OR BIGER THEN PFIZER’S FOR VIAGRA is imperative for market penetration as Eli Lily will truly be going to war against the incumbent Pfizer.

- FOURTH, to PULL demand, Educating the public through TV ads and magazines aimed both at Men of all ages and...