Eli Lilly: Xigris (B)
This case examines the launch of Xigris, a breakthrough new pharmaceutical product for the treatment of sepsis. In the (A) case, the newly appointed head of marketing for Xigris is reviewing the launch plan. In the (B) case, Eli Lilly receives FDA approval and proceeds to market.
Timothy Calkins, Karen White
Calkins, Timothy, and Karen White. Eli Lilly: Xigris (B). Case 5-104-047(B) (KEL015).