Court Documents Reveal AstraZeneca’s Marketing Techniques for Seroquel

A recently unsealed court document shows how AstraZeneca refined its marketing strategy concerning the use of investigator-initiated trials (IITs) for its antipsychotic Seroquel by interviewing employees with previous experience with competitors’ IIT programs. The document — an internal email sent in August 2003 by an AstraZeneca employee to the Seroquel Global Brand Team — details the results of company research into how Eli Lilly, Pfizer, Bristol-Myers Squibb and Johnson & Johnson subsidiary Janssen used IIT programs.
Drug Industry Daily