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SCHERING OTC MUSCLE RELAXANT LEGATRIN INTRODUCTION PLANNED FOR 1985

Executive Summary

SCHERING OTC MUSCLE RELAXANT LEGATRIN INTRODUCTION PLANNED FOR 1985, Schering Exec VP Richard Kogan told health care analysts in New York June 20. "This year, we are introducing five new foot products that will take advantage of the new trend toward better footcare, and we are also coming out with an OTC muscle relaxant, Legatrin, that is aimed at the millions of adult Americans who suffer the pain of leg cramps at night," Kogan commented. Also in the OTC area, Kogan reported that Schering is to launch additional new products over "the next several months, one of which includes what might be a major new product in the diet and weight maintenance category." The product, FiberTrim, consisting of fiber from grain and citrus, has been marketed in select areas since mid-March. It is sold in 100 and 250 tab bottles. In an effort to strengthen its OTC marketing, Schering is combining its promotion to health-care professions with consumer advertising, Kogan said. For example, he noted that two months ago the company started a national radio campaign for Tinactin, and ads are planned for magazines such as Newsweek and Sports Illustrated. "We're also working hard to use our well-known brand names as launching platforms for new products," Kogan said. Noting that Correctol was one of Schering's most successful brands in 1984 with U.S. sales of $31 mil., a 10% share of the laxative market, Kogan said Schering will soon introduce "Correctol bulk laxative with an allnatural fruit fiber base to compete with Metamucil."

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