Eli Lily
Eli Lilly and Company is one of the drug companies that make medicines for different kinds of disease, no mater it is liquids, tablets or injectable. Eli Lilly and Company became an exclusive license to produce and sell the product by the fall of 1923, at first, 25,000 Americans were receiving insulin Lilly extracted from pancreases of cows and pigs, however, the Parts per million of proinsulin is still high at that time and it cause the majority side effects from insulin therapy, so to reduce the PPM of proinsulin is the major tasks for Eli Lilly and Company, and that’s the reason why they launched Humulin in 1980, it’s a kind of 100% pure insulin that was structurally identical to the insulin healthy humans produced, tough it’s a revolutionary product, they set it in a premium price, so it didn’t help Eli Lilly and Company to earn a lot money at they time.
By reviewing the case, I found out that Eli Lilly and Company pay too much attention on the field of diabetes, tough they still have some successful products, but due to they pay too much too much attention on how to produce more effective or more convenient product for patient of diabetes, they put themselves in risky situation. There are three main product they product for diabetes: insulin pens, Match, Humulin, all of these are sell in premium price in comparison to their traditional insulin and insulin delivery syringes. However, tough all of these products are very convenient or very effective for patient of diabetes, for those who need to take these treatment all their life, the customers will become more price sensitive if satisfied with a certain commodity. Additionally, Eli Lilly and Novo introduce several same kinds of product and try to outweigh another in the market, and both of these two companies produce too many new products and forget the product that use to produce for original patients, it also makes the company to have bad images in the public. Third, because different patients