LILLY/MYLAN CIMETIDINE CO-PROMOTION AGREEMENT HAS CIMETIDINE AS FIRST-LINE ULCER THERAPY; LILLY's AXID RESERVED FOR GERD AND SECOND-LINE ULCER USE
Executive Summary
Lilly is promoting its H[2] antagonist Axid as a second-line ulcer therapy to generic cimetidine in its disease management marketing to managed care buyers.