Case | HBS Case Collection | May 2002 (Revised October 2005)

Marketing Antidepressants: Prozac and Paxil

by Youngme E. Moon and Kerry Herman

Abstract

Describes the marketing of Prozac and Paxil, two of the best-selling mental health drugs in history. Set in 2001, several months before the expiration of Prozac's patent, Eli Lilly (Prozac's manufacturer) and GlaxoSmithKline (Paxil's manufacturer) must decide how to respond to the introduction of generic Prozac into the market.

Keywords: Patents; Product Positioning; Competition; Ethics; Value; Health Care and Treatment; Brands and Branding; Pharmaceutical Industry; United States;

Citation:

Moon, Youngme E., and Kerry Herman. "Marketing Antidepressants: Prozac and Paxil." Harvard Business School Case 502-055, May 2002. (Revised October 2005.)