UPJOHN ROGAINE NDA FOR FEMALE PATTERN BALDNESS

UPJOHN ROGAINE NDA FOR FEMALE PATTERN BALDNESS will be submitted in July. The company said that it is currently analyzing the data from its Phase III trial that included 11 centers in the U.S. and five centers in Europe. Upjohn is also investigating Rogaine's use for prevention and treatment of hair loss due to cancer chemotherapy, for use with hair transplants, and treatment of alopecia areata. Upjohn entered into a long-term research program with Procter & Gamble last year to develop improved formulations and new delivery systems for Rogaine. The firms are also pursuing joint discovery programs for new molecular entities in the anti-baldness area. Upjohn is shifting to a third stage of its advertising campaign for Rogaine by marketing the topical minoxidil product to hair care professionals and to nurses. Upjohn has begun running Rogaine ads in monthly journals for hair care professionals: Modern Salon and American Salon. Rogaine ads are also being published in nursing journals such as the American Journal of Nursing, RN, Nursing Management, and Nurse Practitioner. The company noted that although the print ads provide information specific to the respective audience, they are similar to the silver-colored ads that have been running in major medical journals. In a few weeks, Upjohn will be mailing Rogaine "kits" to about 150,000 hair care professionals in the U.S. Each kit will include a cover letter, a copy of the ad running in hair care journals, and a videotape for customers that demonstrates the proper regimen and application of the prescription drug. The company noted that it also has been setting up Rogaine displays at hair care seminars. Rogaine's eight-month, $ 20 mil. consumer ad campaign began with a television commercial on November 21 ("The Pink Sheet" Nov. 28, 1988, p. 8). The TV spot, in a "see your doctor" format, has been running on all networks and independent channels. A companion print ad campaign began in December in major consumer magazines, including Time, Newsweek, U.S. News and World Report, People, Business Week, and Sports Illustrated, and in the newspaper, USA Today. The company said it is planning a new television ad for Rogaine, possibly ready for broadcast in May. The new ad will eventually replace the present TV ad, the firm noted. Upjohn hopes to have several new television ads available that would air on a rotating basis. The firm emphasized that it has planned "for sometime" to have a follow-up to the initial consumer ad campaign. Upjohn is currently test marketing three or four television ads. Each television ad has a companion print piece, according to the company. The new print ads will appear in basically the same publications that have been running the original print ad, although Upjohn said it may expand on that list. The company added that it is considering including in its ad campaign a toll-free number to provide consumers with a referral to a local doctor, who would answer questions about baldness treatments.