A	B	C	D	E	F	G
1	Main
2		Brand Name	Strattera
3
4		Growth has stagnated, working on tweaking the message (highlight MOA, more upfront about late onset of action)
5		Pediatric growth has stagnated, larger opportunity is adult market where LLY is investing DTC $.
6		EU launch in early 05 but EU is 10% of global mkt
7
8		8mm adults affected by ADD, 80-90% undiagnosed
9		Just 25-30% of scripts written for adults.
10
11		12/17/2004
12		Relabeled for liver toxicity--bolded warning (2nd highest warning level)
13		no monitoring required
14		2 cases out of 2m, but probably underreported
15
16			2004	2005	2006	2007	2008
17		UBS	660	810			1200
18
19			Competition	SPD465
20
21
22
23
24				TRx	NRx
25		Rx	6/1/2007	62826	31426
26			5/25/2007	69314	35541
27			6/1/2006	70448	34206