Lilly sees its own credibility problem, and the industry's, as a major financial challenge--compromising approvals, marketing claims and pricing. It also contends its solution, providing far more information about its products through its marketing and R&D organizations, provides a solution for the industry as a whole. But as it's been rolled out so far, the strategy will disproportionately benefit Lilly.
By Roger Longman
January 27, 2005 was a good day for Eli Lilly & Co. Almost a month after the British Medical...
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