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 swings).

• 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 www.furiousseasons.com (Dawdy) and a German website.

• Judge ordered cannot be retrieved from internet.

What are the “Zyprexa Documents”

• Heavily downloaded from furiousseasons.com• 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 “NCE’s” (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/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 dementia.

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 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

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

ZY100041262 PCP opportunity

ZY100041262 PCP opportunity

ZY100041262 PCP opportunity

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

ZY100520662 Zyprexa primary care briefing document 21July2000

ZY100582035 Zyprexa Complicated 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

ZY100040886 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 100175096Viva Zyprexa

ZY 100175096 Viva ZyprexaPCPs/GPs = financial opportunities

ZY 100175096 Viva ZyprexaUnmet needs/disease-mongering

ZY 100175096 Viva ZyprexaUnmet needs/disease-mongering

ZY 100175096 Viva ZyprexaUnmet needs/disease-mongering

ZY 100175096 Viva ZyprexaUnmet needs/disease-mongering

ZY 100175096 Viva ZyprexaIncentives to sales reps

ZY 100175096 Viva ZyprexaPhysician type casting & targeting

ZY 100175096 Viva ZyprexaPhysician CME strategy

ZY 100175096 Viva ZyprexaHave the “customers” got the message?

ZY 100175096 Viva Zyprexastudying and utilising the “customers”

ZY 100175096 Viva Zyprexa

To the tune of “Viva Las

Vegas”