In addition to “playing down” the health risks associated with its Zyprexa drug, Eli Lilly also promoted unapproved use of the drug to physicians. Lilly’s files showed that sales representatives encouraged physicians to use Zyprexa for patients who had neither schizophrenia and bipolar disorder, the conditions that it primarily treats. The “Viva Zyprexa” marketing campaign had sales reps suggest that physicians prescribe the drug to elder patients with dementia. Because adverse drug reactions are a leading cause of death for individuals 65 and older, this drug company must be held accountable.
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