Forteo Launch

Eli Lily introduced Forteo, a drug for osteoporosis, into the conservative Japanese pharmaceutical market.

Forteo Launch

Adam Weiss

Campaign details

Brand owner: Eli Lilly KKBrand: ForteoAgency: McCann Health Communications/McCann WorldgroupCountry: JapanChannels used: Direct marketing, Email marketing, Events and experiential, Internet - display, Internet - microsites, widgets, Magazines - business, trade, Outdoor, out-of-home, Packaging and design, Point-of-purchase, in-store media, Print - general, unspecified, Public relations, Sales promotion, Sponsorship - event or propertyMedia budget: Over 20 million

Executive summary

In the world of pharmaceutical advertising, and especially in the Japanese market, clients tend to be conservative and risk-averse. The launch of Forteo is the story...

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