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GLENBROOK'S FACT BOOKLET ON ASPIRIN FOR HEART ATTACK

Executive Summary

GLENBROOK'S FACT BOOKLET ON ASPIRIN FOR HEART ATTACK prevention was distributed through major drug chains via the company's "Prescription Bag" program during the first quarter of 1987. The program distributed 30 million heart attack fact booklets which pharmacists included in a bag, with a customer's prescription. Each drug chain in the program had its own name printed on the booklets. The booklet described: what a heart attack is; what the risks are of having an infarction or a reinfarction; what stable angina and unstable angina are and how these conditions can lead to an attack; how heart attacks can be prevented; and aspirin's role in reducing the risk of heart attacks. A 25› coupon for Bayer aspirin was included on the back of each booklet. The booklet states that "aspirin has been shown, in major studies to reduce the occurence of heart attack in patients with unstable angina by over 50%. [and] in patients who already had one heart attack, the incidence of reinfarction (a second attack) was reduced by more than 20%." Unlike pure aspirin, aspirin substitutes such as "Tylenol, Datril, Advil, or Nuprin have not been shown effective in reducing heart attacks," the booklet maintained. Glenbrook's heart attack prevention promotion coincided with the "The Wonder Drug That Works Wonders" campaign, which promotes Bayer's use outside of the traditional marketing areas for aspirin. The heart attack fact booklets involved in the "prescription bag" program were put into a bag, along with the customer's prescription, by the pharmacist. Each drug chain in the program had its own name printed on the booklets. The booklet described: what a heart attack is; what the risks are of having an infarction or a reinfarction; what stable angina and unstable angina are and how these conditions can lead to an attack; and how heart attacks can be prevented. The booklets also mentioned aspirin's role in reducing the risk of heart attacks. On the back of each booklet there was a 25 cent coupon for Bayer. Sterling said sales for the proprietary products segment for the first quarter of this year were $82.7 mil, a more than $7 mil. increase over the first quarter of 1986. Sterling's 1986 annual report states that "in 1986 sales of Bayer aspirin increased both in units and in dollars" which resulted in an "improved market share in the highly competitive over-the-counter analgesics category" for Bayer. In the prescription product area, Winthrop, Sterling's prescription drug marketing unit, is increasing its efforts to enter the growing hospital segment of the pharmaceutical market. Winthrop is currently redeploying 100 of its 450-person sales force to call on hospitals. Last year Omnipaque (iohexol), a nonionic radiodiagnostic agent, was Sterling's largest selling product and helped the firm's 1986 U.S. pharmaceutical sales volume increase 13% to $303.8 mil. ("The Pink Sheet" Feb. 16, p. 9). Sterling has had an NDA pending for another hospital Rx drug, the intravenous form of Corotrope (milrinone) for the emergency treatment of severe congestive heart failure, since June 1985. An NDA for the oral form was submitted to FDA in March. Trials have indicated that "the efficacy of oral milrinone may be superior to digitalis therapy in patients at an earler stage of illness," Sterling said.
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