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ADVIL MARKETSHARE GROWTH IN 1985 BOOSTS WHITEHALL OTC ANALGESIC SALES OVER THE $300 MIL. MARK; PRIMATENE CONTINUES TO POST SOLID SALES GROWTH IN 1985

Executive Summary

Continued market share expansion by Advil in the OTC ibuprofen product's first full year of marketing helped lift Whitehall OTC analgesic sales above the $300 mil. mark in 1985, American Home Products reported in its just released 1985 Fact Book, a compendium of product-specific information distributed annually by the company since 1982. American Home Products noted that worldwide sales of its Anacin, Anacin-3, and Advil analgesics grew 18% to $303 mil., for the OTC product group's largest sales gain in over five years. "Combined with continued solid performances of our leading products in the aspirin-based and acetaminophen segments, we posted the largest share gains in the $1.7 bil. OTC analgesics market in 1985," American Home Products declared in its recent annual report for 1985. Since the introduction of its OTC ibuprofen product Advil in 1984, Whitehall's annual sales of OTC analgesics has grown by over $70 mil. At a company sponsored analysts meeting last June, Whitehall's then-president Stanley Barshay projected Advil sales for the first 12 months of marketing at a little over $60 mil. "Advil has received over 1 mil. doctor recommendations since its introduction in mid-1984 and is the OTC brand most widely recommended by pharmacists for menstrual and arthritis pain, sprains and strains," American Home Products said. "Advertising also will continue to promote the use of Advil for relief of headaches and for body aches and pains." The firm added that it is further extending its OTC analgesics franchise overseas; an OTC ibuprofen product was launched in the U.K. during 1985. Commenting on its Anacin line, American Home Products said that it expects "extensive advertising and the introduction of coated, easier to swallow caplets . . . to help Anacin maintain its position as the number one aspirin-based brand and Anacin-3 to solidify its strong position among acetaminophen remedies." Among Whitehall's other major OTC brands, Preparation H worldwide sales were flat in 1985 at $62 mil., while Dristan sales continued to slide, falling 9% to $80 mil. last year. Dristan sales were off 5% in 1984 and, on an annual basis, are down $11 mil. from a 1983 high point of $91 mil. in sales. Whitehall's Kolynos toothpaste line, sold overseas, turned in a flat performance in 1985, with sales of $55 mil. after a sharp drop in volume (measured in dollars) over the previous two years. Sales of the OTC anti-asthma product, Primatene, continued to show good growth in 1985, up 8% to $39 mil. Primatene sales had grown at an annual rate of 10% or more in each of the previous three years. Ayerst's Riopan OTC antacid sales turned downward in 1985 after more than doubling in just three years up to 1984. From sales of $13 mil. in 1981, Riopan grew to sales of $32 mil. in 1984. Last year, American Home Products reported, Riopan sales slid approximately 15% to $27 mil. On the Rx side of the business, Ayerst's Inderal/Inderide line, in its first year facing generic competition, posted flat sales in 1985 at $422 mil. ("The Pink Sheet" March 24, p. 5). Sales of Ayerst's other major product, Premarin, grew 8% in 1985 to $118 mil., representing the product's fourth consecutive year of solid growth. However, due to the sales growth slowdown by Inderal, Ayerst sales edged upward only 3% last year. Wyeth's Ativan, which also began to face generic competition in 1985, was affected less by generics than Inderal. Sales of the benzodiazapine tranquilizer grew 11.5% in 1985 to $223 mil. for the product's fifth consecutive year of 11-13% sales growth. Wyeth's major product line continues to be oral contraceptives. Boosted by the 1984 introduction of the triphasic oral contraceptive Triphasil, Wyeth contraceptive sales grew over 12% in 1985 to $360 mil. If current sales trends at American Home Products continue, the oral contraceptive line could replace Inderal as the comany's most important product line in terms of dollar sales volume by 1987. In addition to launching Ives' newly approved anti-arrhythmic Cordarone, the newly merged Wyeth/Ives sales force is also faced with the resuscitation of Ives' nitrate anti-anginal medication, Isordil. Faced with increased competition from the transdermal nitroglycerin patches and the calcium channel blocking agents since 1982, Isordil sales have fallen in each of the past three years. In 1985, Isordil sales volume slipped 4% to $66 mil. Overall, Ives' sales in 1985 increased 4.2% to $99 mil. in the division's last year as an independent Rx marketing and development operation. Chart omitted.
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