Publications
Publications
- May 2002 (Revised October 2005)
- HBS Case Collection
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.)