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In developing new drugs, Eli Lilly devotes significant time to drug and disease modeling. Before its Modeling and Simulation Explorer effort, referred to as MuSE, generating and packaging simulation results was a manual process that took a significant amount of modeling experts' time.
MuSE created an interactive environment that makes it possible to extract and visualize model-derived information in real time. This information makes it easier to pick drug compounds and doses, as well as to optimize study designs.
Executing simulations and compiling results, which previously required days or weeks of modeling experts' time, can now be done in minutes. And Lilly clinical trial designs are benefiting from improved dose/response relationships, better trial dose starting points, and the ability to simulate multiple trial endpoints. All of these contribute to more efficient clinical trials with fewer failed designs.
The Business of Going DigitalDigital business isn't about changing code; it's about changing what legacy sales, distribution, customer service, and product groups do in the new digital age. It's about bringing big data analytics, mobile, social, marketing automation, cloud computing, and the app economy together to launch new products and services. We're seeing new titles in this digital revolution, new responsibilities, new business models, and major shifts in technology spending.