New promotional moves in the arthritic/analgesic market

Article Abstract:

Merck & Co. awarded the advertising account for its compounds Vioxx product to DDB Needham Worldwide, New York, prior to securing FDA clearance. Vioxx is a COX2 inhibitor that is part of a new variety of compounds which possesses analgesic and anti-inflammatory features for pain such as osteoarthritis and rheumatoid. Merck is expected to encounter competition from other drug makers for this category which represents over $1 billion in total sales after two years from launch. DDB Needham is expected to gain $30 million to $60 million in billings from this contract, based on different estimates.

Advertising Agencies, Antiinflammatory Drugs, Anti-inflammatory agents, Merck & Company Inc., DDB Needham Worldwide Inc., Vioxx

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Maintenance men

Article Abstract:

TAP Pharmaceuticals has received a Gold Award for the direct-mail campaign it recently conducted to promote the new maintenance indication of its protein pump inhibitor Prevacid for healed esophagitis. The campaign was created by the Abelson-Taylor agency using the headline "Nothing keeps a healed esophagus in working order like proper maintenance." The three mailings had an 11% response rate out of the mailing population of 35,000 high ulcer prescribing primary care physicians and gastroenterologists.

Product standards, safety, & recalls, Marketing procedures, New Products/Services, Antiulcer Preps ex Antacids, Drugs and Druggists' Sundries Wholesalers, Drugs Wholesale, Antiulcer agents, Drug wholesalers, TAP Pharmaceutical Products Inc., Prevacid

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Props a plenty

Article Abstract:

Abbott hired Abelson-Taylor to produce its award-winning campaign to market its adult respiratory infection treatment Biaxin to the pedicatric and pediatrician market. The promotion relied on premiums based on the promotional character Bix, the Biaxin bulldog, to act as dimensional sales aids. The premiums proved to perform well in recall research. Sales agents with the Ross division of Abbott were probably encouraged to work harder because of the appeal and creativity shown by the premium items.

Other Services Related to Advertising, Spokesperson, Promotional Gift Services, Respiratory Preparations NEC, Respiratory system agents, Promotional products, Bix, Abbott, Abelson-Taylor Inc., Biaxin

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