Pharmie Pharce

Brandweek: Eli Lilly and Co. agreed to plead guilty to a federal misdemeanor charge that it illegally promoted its Evista osteoporosis medication for the treatment of breast cancer and cardiovascular risk reduction.
The company also agreed to a $36 million fine to settle the charge.
The investigation into the effort began in July 2002. The government alleged that in 1998, certain Lilly employees promoted Evista for the prevention and reduction in the risk of breast cancer and cardiovascular risk reduction. The product is not approved by the U.S. Food and Drug Administration for either of these uses; Evista is approved in the U.S. for both the prevention and treatment of osteoporosis in post-menopausal women.
As part of the settlement, a civil consent decree will require Lilly to continue to have a compliance program and to undertake a set of defined corporate integrity obligations related to Evista for five years.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.