Harvard Case - Eli Lilly: The Evista Project
"Eli Lilly: The Evista Project" Harvard business case study is written by Steven C. Wheelwright, Matthew C. Verlinden. It deals with the challenges in the field of Operations Management. The case study is 24 page(s) long and it was first published on : Mar 9, 1999
At Fern Fort University, we recommend Eli Lilly implement a comprehensive strategy to manage the Evista project, focusing on operational excellence, strategic supply chain management, and effective communication. This strategy should encompass robust demand forecasting, optimized manufacturing processes, and a flexible distribution network to ensure timely and efficient delivery of Evista to the market.
2. Background
The case study focuses on Eli Lilly's launch of Evista, a new osteoporosis drug, in 1997. The company faced challenges in accurately predicting demand for the drug, leading to significant stockouts and missed sales opportunities. This situation highlighted the need for a refined operations strategy and improved supply chain management.
The main protagonists are:
- Eli Lilly: The pharmaceutical company responsible for developing and launching Evista.
- Dr. David A. Ricks: The CEO of Eli Lilly who was tasked with overseeing the Evista launch.
- The Evista team: The team responsible for managing the drug's production, distribution, and marketing.
3. Analysis of the Case Study
The case study highlights several key issues:
- Inaccurate Demand Forecasting: Eli Lilly struggled to accurately predict demand for Evista, leading to stockouts and lost sales.
- Limited Supply Chain Flexibility: The existing supply chain was not designed to handle the rapid increase in demand for Evista, resulting in production bottlenecks and delays.
- Lack of Communication: Poor communication between different departments within Eli Lilly hindered effective decision-making and coordination.
- Limited Use of Technology: Eli Lilly did not fully utilize available technology and analytics to improve demand forecasting, inventory management, and supply chain visibility.
Framework: This analysis utilizes a combination of frameworks to provide a comprehensive understanding of the situation:
- Operations Strategy: This framework focuses on aligning operational capabilities with the company's strategic goals. Eli Lilly's operations strategy needed to be adapted to meet the unique demands of a new drug launch.
- Supply Chain Management: This framework examines the flow of goods, information, and finances throughout the supply chain. Eli Lilly needed to optimize its supply chain to ensure efficient and timely delivery of Evista.
- Decision Making: This framework analyzes the process of making choices under uncertainty. Eli Lilly needed to improve its decision-making process to better anticipate and respond to market fluctuations.
4. Recommendations
To address the challenges identified, Eli Lilly should implement the following recommendations:
1. Enhance Demand Forecasting:
- Utilize Statistical Forecasting Models: Implement sophisticated statistical forecasting models to predict demand for Evista, considering historical sales data, market trends, and competitor activities.
- Conduct Market Research: Regularly conduct market research to gather insights into customer preferences, physician adoption rates, and potential market growth.
- Develop Scenario Planning: Create multiple demand scenarios to assess the impact of various market conditions and prepare contingency plans.
2. Optimize Supply Chain Management:
- Implement a Flexible Manufacturing System: Invest in flexible manufacturing systems to adapt production capacity quickly to changing demand.
- Establish a Robust Distribution Network: Develop a multi-tiered distribution network with strategically located warehouses to ensure timely delivery of Evista to all markets.
- Implement Inventory Management Systems: Utilize advanced inventory management systems to optimize stock levels, minimize stockouts, and reduce inventory holding costs.
3. Improve Communication and Collaboration:
- Establish Cross-Functional Teams: Create cross-functional teams consisting of representatives from marketing, sales, production, and logistics to facilitate communication and collaboration.
- Implement Real-Time Communication Tools: Utilize real-time communication tools to ensure timely information sharing and decision-making.
- Develop a Centralized Data Repository: Create a centralized data repository to provide all relevant data to stakeholders across the organization.
4. Leverage Technology and Analytics:
- Invest in Data Analytics Tools: Implement data analytics tools to gain insights from sales data, market trends, and competitor information.
- Develop Advanced Planning Systems: Utilize advanced planning systems to optimize production schedules, inventory levels, and distribution routes.
- Implement a Supply Chain Management System: Implement a comprehensive supply chain management system to track goods, information, and finances throughout the supply chain.
5. Basis of Recommendations
These recommendations align with Eli Lilly's core competencies in pharmaceutical research and development, while also addressing the external market demands and competitive landscape. The recommendations are supported by quantitative measures:
- Improved demand forecasting: Leading to increased sales and reduced stockouts.
- Optimized supply chain: Reducing production costs, improving delivery times, and enhancing customer satisfaction.
- Effective communication: Facilitating better decision-making and coordination, leading to improved operational efficiency.
- Technology and analytics: Providing data-driven insights to improve decision-making and optimize resource allocation.
These recommendations also consider the following assumptions:
- Continued growth of the osteoporosis market: This assumption is based on the increasing prevalence of osteoporosis and the growing awareness of its treatment options.
- Availability of resources: Eli Lilly has the financial resources and skilled workforce to implement these recommendations.
- Technological advancements: The company can access and utilize the latest technologies to improve its operations and supply chain management.
6. Conclusion
By implementing these recommendations, Eli Lilly can effectively manage the Evista project, ensuring a successful launch and maximizing its market potential. This approach will enhance operational efficiency, improve supply chain management, and strengthen communication and collaboration within the organization.
7. Discussion
Alternative approaches could include outsourcing production or distribution, or focusing solely on marketing and sales. However, these options would require careful consideration of risks and potential drawbacks.
Risks:
- Implementation challenges: Implementing these recommendations requires significant investment in technology, training, and organizational change.
- Market uncertainties: The osteoporosis market is subject to changes in regulations, patient preferences, and competitor activity.
- Technological advancements: The rapid pace of technological advancements may require ongoing adaptation and investment.
Key Assumptions:
- Continued growth of the osteoporosis market: This assumption is based on the increasing prevalence of osteoporosis and the growing awareness of its treatment options.
- Availability of resources: Eli Lilly has the financial resources and skilled workforce to implement these recommendations.
- Technological advancements: The company can access and utilize the latest technologies to improve its operations and supply chain management.
8. Next Steps
Eli Lilly should implement these recommendations in a phased approach, starting with the most critical elements:
- Phase 1 (Short-Term): Implement statistical forecasting models, enhance communication channels, and invest in data analytics tools.
- Phase 2 (Mid-Term): Develop a flexible manufacturing system, optimize the distribution network, and implement a supply chain management system.
- Phase 3 (Long-Term): Continuously monitor and adapt the operations strategy, leverage technological advancements, and foster a culture of continuous improvement.
By following this roadmap, Eli Lilly can successfully manage the Evista project, ensuring a smooth launch and maximizing its market potential.
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Case Description
Describes the creation and operation of the initial two heavyweight teams for new drug development and launch. The primary focus is on one of the teams, Evista, although comparisons to the other team, Zyprexa, are included. Lilly must decide the next phase (postlaunch) for managing Evista's rollout.
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