The branding of a blockbuster (The Indianapolis Star)- About: Anxiety Disorder News

The branding effort, now two years old, is designed to make Cymbalta a household name on par with Prozac, an older antidepressant and Lilly’s top-selling drug before its patent expired in 2001. During an earnings call last week with investors, Lilly executives said Cymbalta is continuing to gain market share and showing “favorable trends” in customer perception. The company launched the brand portion of the campaign in April 2006, introducing viewers to Cymbalta as the answer to depression and its related aches and pains. Along with the marketing blitz, Lilly credits the sales success of Cymbalta to a reorganization of its sales forces, its success in getting the drug recommended by more health- benefits companies, and a direct pitch to primary-care doctors for some uses. read more

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