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Health care marketing

Lilly grows Alimta's sales by shrinking market

In 2008, Eli Lilly and Co. asked drug regulators to change the label on Alimta so Lilly could no longer promote it as a treatment for all patients suffering from non-small-cell lung cancer, but for only about 70 percent of the patients. Since then, sales of the drug have accelerated, growing a whopping 48 percent last year.
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