3rd Annual Pharmaceutical Marketing Congress Awards Lilly ICOS ``Best Product Launch'' Award for Cialis.

NEW YORK -- The Pharmaceutical Marketing Congress (PMC), the world's largest pharmaceutical marketing conference, announced today that Lilly ICOS LLC, developer of Cialis(R) (tadalafil), will be awarded PMC's "Best Practices Award" in the Product Launch category. The award will be presented to Lilly ICOS on Wednesday, September 29 at 10:15 a.m. during PMC's keynote sessions. The 3rd Annual PMC takes place September 27-29 at the Pennsylvania Convention Center in Philadelphia.

"This year's outstanding winner, Lilly ICOS, provides valuable lessons and inspiration on what can be achieved with effective marketing and brand strategies," said Bryon Main, Program Director, Pharmaceutical Marketing Congress. "This richly deserved honor recognizes Lilly ICOS' efforts in successfully launching Cialis in a highly competitive market."

The Cialis launch culminated three years of planning, with a global platform, "Freedom to Choose the Moment for You and Your Partner," that leveraged the unique benefits of Cialis to differentiate the brand and address the unmet needs of men and their partners that were identified in market research. The partnership between Eli Lilly and Company and ICOS Corporation enabled the two companies to develop an effective global medical and marketing team that leveraged the strengths of both firms and positioned the Cialis brand for success.

"Winning PMC's Best Practices award for the Cialis launch is a resounding vote of confidence as this has been touted as the 'marketing battle of the decade'," said John Bamforth, Director, Global Marketing for Cialis, Eli Lilly and Company. "Cialis faced tough competition, including one of the world's most well known pharmaceutical brands. Executing a marketing strategy that provided us with early physician adoption, motivated customers and strong branding was the key to early market share gains in Europe, North America and other global markets."

About the Pharmaceutical Marketing Congress

The Pharmaceutical Marketing Congress is the world's largest pharmaceutical marketing conference bringing together the marketing community to maximize brand innovation, effectiveness, compliance and profitability leading to innovations in healthcare improving public health. At PMC, pharmaceutical marketing professionals have opportunities to communicate ideas with an unprecedented number of influencers and key decision makers through the event's expanded attendee marketing program. PMC provides a unique, bipartisan forum for regulators and marketers to address industry challenges and concerns. For registration and further details, please visit us online at http://www.pharmaevent.com or call [phone].

About Lilly ICOS LLC

Lilly ICOS LLC, a joint venture between ICOS Corporation (Nasdaq: ICOS) and Eli Lilly and Company (NYSE: LLY), developed and is marketing tadalafil for the treatment of erectile dysfunction.

Lilly, a leading innovation-driven corporation is developing a growing portfolio of first-in-class and best-in-class pharmaceutical products by applying the latest research from its own worldwide laboratories and from collaborations with eminent scientific organizations. Headquartered in Indianapolis, Ind., Lilly provides answers - through medicines and information - for some of the world's most urgent medical needs. Additional information about Lilly is available at www.lilly.com.

ICOS Corporation, a biotechnology company headquartered in Bothell, Washington, is dedicated to bringing innovative therapeutics to patients. ICOS is marketing its first product, Cialis (tadalafil), through Lilly ICOS LLC. ICOS is working to develop treatments for serious unmet medical conditions such as chronic obstructive pulmonary disease, cancer and inflammatory diseases.