Case | HBS Case Collection | October 2004 (Revised July 2010)

Product Team Cialis: Getting Ready to Market

by Elie Ofek


Lilly and ICOS are preparing for the launch of a new drug, Cialis, to compete against Viagra. To position against the incumbent firm Pfizer, which developed and markets Viagra, and other newcomers into the erectile dysfunction market, they must determine how best to segment the market and which target market to focus on. The marketing plan should take advantage of Cialis's medical profile. In particular, they must pay special attention to the communication strategy to patients, physicians, and partners. The analysis, plan, and action should take into account extensive market research and recent competitive developments. Includes color exhibits.

Keywords: Communication Strategy; Marketing Strategy; Product Launch; Product Positioning; Competition; Competitive Advantage; Segmentation; Pharmaceutical Industry;


Ofek, Elie. "Product Team Cialis: Getting Ready to Market." Harvard Business School Case 505-038, October 2004. (Revised July 2010.)