Eli Lilly: Recreating Drug Discovery for the 21st Century

1.What does this quote from Lillys CEO mean for Lillys strategy: The challenge for us as an industry, as a company, is to move from a blockbuster model to a targeted model. We need a better value proposition than today. Sydney Taurel, CEO, Eli Lilly (The New York Times, July 3, 2005)
2.What is personalized medicine? What capabilities does Lilly have now and what capabilities must it build to have a targeted therapeutics strategy?
3.What functional areas of Lilly will house these capabilities?
4.Where will challenges to the new strategy come from?