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Eli Lilly was one of the four largest companies in the US. Among the most critical activities for pharmaceutical companies was the discovery and development of novel therapeutic compounds.
The number of uncertainties involved ranged from approval by the FDA to the amount of the new drug that would be required for the market. The pharmaceutical products were sold to hospitals, HMOs, retail pharmacies and physicians. Volumes were declining but still the pharmaceutical companies were able to maintain revenue and earnings growth by raising prices. Average gross margins in products ranged from 70-85% in the US...
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