SWOT
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Eli Lilly Marketing

To create medicines that make life better by transforming patient outcomes through innovative, life-changing treatments

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Align the strategy

Eli Lilly Marketing SWOT Analysis

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To create medicines that make life better by transforming patient outcomes through innovative, life-changing treatments

Strengths

  • PORTFOLIO: Strong diabetes and obesity drug lineup with Mounjaro/Zepbound
  • RESEARCH: Industry-leading R&D pipeline with 18 phase 3 molecules
  • BRAND: 148-year heritage and trusted reputation in pharmaceuticals
  • MANUFACTURING: Robust global supply chain with rapid scale capability
  • TALENT: World-class scientific expertise and leadership bench

Weaknesses

  • PRICING: High drug costs limiting accessibility for some populations
  • DEPENDENCE: Over-reliance on GLP-1 portfolio for near-term growth
  • CAPACITY: Manufacturing constraints for meeting Zepbound demand
  • DIGITAL: Underdeveloped digital health ecosystem vs competitors
  • DIVERSITY: Limited representation in clinical trials historically

Opportunities

  • EXPANSION: Weight loss drug market projected to reach $100B by 2030
  • PARTNERSHIPS: Digital health integration creating new patient channels
  • AWARENESS: Growing public focus on metabolic health post-pandemic
  • INTERNATIONAL: Faster regulatory approvals in emerging markets
  • PLATFORM: Expanding RNA and gene therapy capabilities

Threats

  • COMPETITION: Novo Nordisk aggressive moves in GLP-1 market share
  • REGULATION: Increasing pressure on drug pricing from global markets
  • BIOSIMILARS: Patent cliffs approaching for key revenue drivers
  • REPUTATION: Public scrutiny of pharmaceutical industry practices
  • RECRUITMENT: Intensifying competition for specialized talent

Key Priorities

  • INNOVATION: Accelerate patient-centric pipeline development
  • MANUFACTURING: Expand production capacity for GLP-1 medications
  • DIGITAL: Develop comprehensive digital health ecosystem
  • ACCESS: Improve affordability and global accessibility programs
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Align the plan

Eli Lilly Marketing OKR Plan

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To create medicines that make life better by transforming patient outcomes through innovative, life-changing treatments

MAXIMIZE ACCESS

Ensure our life-changing medicines reach those who need them

  • COVERAGE: Secure formulary coverage for Zepbound with 85% of commercial payers by end of Q2
  • PROGRAM: Launch enhanced patient support program reducing out-of-pocket costs by 30% for eligible patients
  • EXPANSION: Complete regulatory submissions for GLP-1 therapies in 5 additional international markets
  • EDUCATION: Implement HCP education program reaching 50,000 healthcare providers globally
SCALE PRODUCTION

Build capacity to meet surging global treatment demand

  • CAPACITY: Increase Mounjaro/Zepbound manufacturing output by 40% through new facility activation
  • SUPPLIERS: Secure 3 additional strategic partnerships to strengthen the API supply chain resilience
  • EFFICIENCY: Implement advanced manufacturing analytics reducing production waste by 15%
  • DISTRIBUTION: Launch enhanced direct-to-pharmacy program ensuring 98% fill rate for priority products
DIGITAL TRANSFORM

Create seamless digital experience across patient journey

  • PLATFORM: Launch unified digital patient support ecosystem with 250,000 active users by quarter end
  • DATA: Implement real-world evidence dashboard tracking outcomes for 85% of GLP-1 patients
  • ENGAGEMENT: Achieve 40% digital channel engagement rate with targeted HCP segments
  • AI: Deploy AI-powered marketing optimization engine increasing campaign performance by 25%
INNOVATE FORWARD

Accelerate category-defining pipeline advancement

  • AWARENESS: Generate 5B+ impressions through integrated disease state awareness campaigns
  • PERCEPTION: Improve innovation perception score among HCPs from 76 to 85 by quarter end
  • STORYTELLING: Develop compelling narratives for 3 key pipeline assets with 90% message recall
  • COLLABORATION: Establish 2 strategic academic partnerships advancing priority research areas
METRICS
  • REVENUE GROWTH: 20% year-over-year increase
  • NRx SHARE: 34% in GLP-1 category
  • BRAND EQUITY: 80+ score across key markets
VALUES
  • Integrity
  • Excellence
  • Respect for People
  • Innovation
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Align the learnings

Eli Lilly Marketing Retrospective

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To create medicines that make life better by transforming patient outcomes through innovative, life-changing treatments

What Went Well

  • REVENUE: Exceeded Q1 projections with $9.3B, a 26% YoY increase
  • MOUNJARO: Doubled prescription volume for diabetes treatment globally
  • ZEPBOUND: Successful launch driving $517M revenue in first full quarter
  • PIPELINE: Advanced 3 key oncology candidates to next clinical phases
  • MARGINS: Improved gross margin to 82.3% despite supply chain challenges

Not So Well

  • SUPPLY: Manufacturing constraints limited full potential of GLP-1 sales
  • INTERNATIONAL: China revenues declined 4% due to pricing pressure
  • OLDER PRODUCTS: Patent expiration accelerated decline of legacy drugs
  • EXPENSES: SG&A costs rose 14%, outpacing revenue growth in some areas
  • ACCESS: Insurance coverage barriers affecting Zepbound adoption rate

Learnings

  • CAPACITY: Need for earlier manufacturing scale-up for blockbusters
  • DIGITAL: Digital engagement shows 3x better prescribing behavior impact
  • SEGMENTATION: Value of precision targeting in obesity market launch
  • COLLABORATION: Cross-functional teams accelerated regulatory approval
  • FEEDBACK: Incorporating real-world patient experience improves uptake

Action Items

  • INVESTMENT: Allocate $2B+ for expanded manufacturing infrastructure
  • PARTNERSHIPS: Secure 3 strategic digital health platform integrations
  • EDUCATION: Launch comprehensive HCP education program for metabolics
  • ANALYTICS: Deploy advanced analytics dashboards for marketing impact
  • ACCESS: Expand patient support programs to improve affordability
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Drive AI transformation

Eli Lilly Marketing AI Strategy SWOT Analysis

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To create medicines that make life better by transforming patient outcomes through innovative, life-changing treatments

Strengths

  • DATA: Extensive clinical trial data repository for AI training
  • INVESTMENT: Early commitment to AI with $500M digital investment
  • PARTNERSHIPS: Strategic collaborations with tech leaders (Google, AWS)
  • TALENT: Growing team of AI/ML specialists in research division
  • INFRASTRUCTURE: Strong cloud computing foundation established

Weaknesses

  • INTEGRATION: Siloed AI initiatives across business units
  • LEGACY: Outdated systems requiring complex data transformation
  • REGULATION: Slow AI implementation in highly regulated environment
  • LITERACY: Limited AI competency across broader workforce
  • EXPERIMENTATION: Conservative approach to AI deployment

Opportunities

  • DISCOVERY: AI-powered drug discovery could cut development time 30%
  • PERSONALIZATION: Patient-specific treatment recommendations
  • PREDICTIVE: Leveraging real-world data for outcome predictions
  • EFFICIENCY: Streamlining clinical trials through AI patient matching
  • ENGAGEMENT: AI-driven marketing for HCP and patient education

Threats

  • COMPETITION: Tech giants entering healthcare with superior AI
  • EXPERTISE: Industry-wide talent shortage in healthcare AI
  • PRIVACY: Evolving regulations around patient data usage
  • VALIDATION: Lack of established AI validation frameworks in pharma
  • BIAS: Potential for algorithmic bias affecting patient outcomes

Key Priorities

  • PLATFORM: Build unified AI platform for cross-functional usage
  • DISCOVERY: Deploy AI to accelerate drug discovery timelines
  • PERSONALIZATION: Develop AI-driven patient journey tools
  • EDUCATION: Implement organization-wide AI literacy program