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    Marketing Antidepressants: Prozac and Paxil (Spanish version)

    Moon, Youngme ; Herman, Kerry

    • Reference: HBS-510S05

    • Year: Event Year Start:2000

    • Number of pages: 29

    • Geographic Setting: Geographic Setting:United States

    • Publication Date: May 14, 2002

    • Fecha de edición: Oct 12, 2005

    • Source: HBSP (USA)

    • Type of Document: Case

    • Industry Setting: Pharmaceuticals

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    Description

    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

    Advertising Innovation Product positioning