Medical Marketing and Media - Lilly pays penalty for Evista violations
ELI LILLY will plead guilty to a federal misdemeanor and pay $36 million to settle charges that it illegally marketed Evista for off-label uses.
The Department of Justice said a three-year investigation found Lilly marketed Evista-approved for treating osteoporosis in postmenopausal women-for preventing and reducing risk of breast cancer and for reducing risk of heart disease. The probe found that Lilly sales reps sent unsolicited letters to doctors to promote these off-label uses.
The department alleges that Lilly’s actions were in response to disappointing first-year sales of $120 million, far below the projected $401 million.
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Lilly tactics allegedly included: training sales reps to prompt or bait questions by doctors; organizing a “market research summit” during which unapproved uses were discussed; and distributing to sales reps a videotape in which a rep states that “Evista truly is the best drug for the prevention of [osteoporosis, breast cancer, and cardiovascular disease].”-JGD
Copyright Haymarket Media, Inc. Feb 2006
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