Eli Lilly & Co : advertising & marketing assignments

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Eli Lilly & Co is a leading global pharmaceutical company with a particular strength in neuroscience, diabetes and more recently oncology treatments. The group has enjoyed considerable success with anti-depressants such as Cymbalta, and is perhaps best-known for Prozac, a miracle drug which revolutionised the treatment of depression during the 1980s and 1990s. However, it has suffered steep declines in sales of these products as a result of patent expiries. Its current blockbuster roster includes diabetes products Humalog (sales of $2.8bn in 2017), Trulicity ($2.0bn) and Humulin ($1.3bn), as well as Viagra rival Cialis ($2.3bn), cancer drug Alimta ($2.1bn) and Forteo for osteoporosis ($1.7bn). The group has a marketing and development alliance with Boehringer Ingelheim in several countries for diabetes treatments. Unlike many of its main rivals, Lilly has no exposure to OTC consumer healthcare. It currently has a strong position in animal healthcare, where its Lilly Elanco division is the global #2, but it announced plans to spin off this business in 2018. Group revenues for 2017 were $22.9bn, of which almost half came from treatment of diabetes and other endocrinology illnesses. Dave Ricks is chairman & CEO. Lilly is America's oldest surviving drug company, founded in 1876 by Civil War veteran Colonel Eli Lilly. It was a pioneer in the introduction of gelatin-coated pills in late 19th century, and one of the first companies to employ a full-time scientist to develop new compounds. A long-time specialist in diabetes, it was the first company to isolate and then market insulin commercially. Humulin, introduced in 1982, was the first synthetic form of insulin; while Prozac, launched five years later, marked a breakthrough in the treatment of clinical depression.

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Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 9th Aug 2018: There was further streamlining in the global pharmaceutical market. Eli Lilly announced plans to spin off its animal health division Elanco as a separate quoted company, most likely before the end of the year. It will retain less than 20% of the business following the IPO. Traditionally a specialist in farm animals, Elanco has strengthened its pet business in recent years with acquisitions including Novartis Animal Health and Boehringer Ingelheim's pet vaccine division. As a result it is now the clear #2 in global animal health with annual sales of around $3bn. But that's still some way behind market leader Zoetis, formerly a division of Pfizer, which had sales of $5.3bn last year.

Adbrands Weekly Update 7th April 2016: Figures from Kantar reveal that US pharmaceutical advertising jumped by 19% in 2015 to $5.4bn, overturning a steady decline over the past decade. That figure matches the previous high, set in 2006. Top spender was AbbVie's Humira with a media outlay estimated at a staggering $357m, a huge year-on-year increase ahead of looming patent expiry. There was a similar last gasp for Pfizer's Lyrica, which loses patent protection in 2018. It spent $328m. Pfizer and BMS's Eliquis came 3rd at $249m ahead of Lilly's Cialis with $222m. Pfizer's Xeljanz rounded out the top five at $183m.

Adbrands Weekly Update 25th Jun 2015: Nielsen released figures for the most advertised pharmaceutical brands of 2014. Combined drug spending soared to $4.5bn, the highest level since the 2008/09 recession, and just the top ten spenders alone accounted for around 40% of that sum, or $1.8bn. Eli Lilly's Cialis toppled last year's leader AbbVie's Humira to take the top spot with spend of almost $249m. Erectile dysfunction rival Viagra, from Pfizer, was the #4 spender at $211m. Pfizer's Lyrica for nerve pain moved up to #2 while Eliquis, a blood thinner joint venture with BMS was #3 at $219m. Humira was still among the top five at $203m. Five other drugs spent between $100m and $200m during the year.

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