Eli Lilly and Company: Innovation in Diabetes Care Essay

Eli Lilly and Company has success in produce and addresss insulin in the linked States in 1923 and in 1995 Eli Lilly has dominated the world insulin trade with another company. still Eli Lilly has miss some(prenominal) of its opportunity in diabetes care when it trying to sell its reaping to the world. What went wrongfulness with Eli Lilly during that time?Here are hardly a(prenominal) points. inaugural of all, Lilly has trying hard to improve their harvest-time. But as the case mentions when Lillys Match ingathering come go forth, it become a rival commodities to Lillys own old produce. When it comes to product life cycle, it true that company unavoidably to plant out cutting product before the old product become less gross scarce in this situation for Eli Lilly is different. Because of the market rate it hold in US diabetes care market is or so 80% and the bare-ass product depart definitely hurt the tax income the old product produce.So Eli Lilly actually decid ed not to rove it on to the market. It was not a clever idea of choosing to thinking of its revenue instead of guest penury. And when it comes to communicate the customer what they need. Eli Lilly communicateed the wrong customer. Instead of asking the people who are actually using diabetes care product, Eli Lilly went into doctor. What the doctor wants is altogether opposite from what the patient of need, the doctor want the customer come to them regularly because thats the way that doctor earn money from. But patient or customers want to be able to control it by themselves. When Eli Lilly targeted wrong customer it eventually hurt its revenue. Nova is considering the main competitor for Eli Lilly.But both(prenominal) two companies put up similar product into market. They try to put out the newest product in order to attract much customers and shed light on to a greater extent profit from it. But does the customer really need those newest products. It becomes the brain between should the product be consumers-demand escape or technology-performance trajectory. In this case, the consequence would probably consumers-demand trajectory. Even though two companies put out intelligent product but the customer used to the product they already piss. And the customer are sensitive to the price since those products are using only few times and need to be neuter all the time.Even though there are some parts that Eli Lilly fail on it but it try hard to understand what their customer really need. Eli Lilly found out thatcustomer would imparting to use their new product if they did some change to it such as more easy for customers to using new product or using other technology instead of need to inject. And more important is that Eli Lilly found out that most of their customers dont feature enough of information about diabetes care. So Eli Lilly set up an Controlled Diabetes work political platform (CDS) which educating people and building a community of patients the value of their insulin therapy.I think Eli Lilly made a good decision about telescope up CDS which can indirectly understand what their customers need and allow more people have more opportunity to get to know their product and use their product. Focusing on know their customer and educating their customer will let more and more people know their new product and form a habit of using their new product. If CDS successfully and then Eli Lilly new product such as Match and Insulin pens will have less problem when it sales on the market.Instead of keep on compete with similar product on the market, Eli Lilly should look for new opportunities. Eli Lilly should ask their customers what their value for the product, how they use it to find out the need for customer. Also Eli Lilly need to protect their current market. In pharmaceutical industry, once you lost a customer, it will be harder to get that customer back. When customers change to other care for, it will take custo mer time to get used to the new medicine and once customer used to the new medicine. They will gain lofty to it because of changing cost and troubles it might occur.Even Eli Lilly have miss some opportunities in diabetes care market but its trying to using the resources and new product to regain their advantage to the diabetes care market for example the CDS program will definitely gain revenue, new customer and open new market for it. But beside CDS program, it would have to put up more products. And I do think that compare to technology-performance trajectory, Eli Lilly should go with consumers-demand trajectory. Since of the technology-performance trajectory competitive is pixilated and it could not earn more profit from it. By changing to consumers-demand trajectory will give it more choose and opportunities.