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UPJOHN ROGAINE BRAND-SPECIFIC PRINT ADS

Executive Summary

UPJOHN ROGAINE BRAND-SPECIFIC PRINT ADS, which include full prescribing information, began running in major newspapers on Wednesday, Aug. 16. Full page ads appeared in The Washington Post, The Wall Street Journal, USA Today, New York Times, San Francisco Examiner, Chicago Tribune, and Philadelphia Inquirer, Upjohn announced Aug. 14. Half page ads ran the same day "in 29 other major metropolitan newspapers," Upjohn said. The print ads include a brief summary of labeling in a question and answer format tailored to consumers. The latest print ad campaign for the baldness drug Rogaine (minoxidil) will "drive home the point that Rogaine is the only product recognized by the FDA as an effective and safe treatment for male pattern baldness," Upjohn said. The new Rogaine print ads will be Upjohn's first venture into brand-specific ads for prescription products. Upjohn has so far run two direct-to-consumer television ad campaigns in support of Rogaine that did not mention the product by name. * Upjohn said it "will soon be introducing" its third ads for television. These ads will again be "non-brand-specific consumer education" commercials about hair loss, the company noted. The new television ad, Upjohn said, "features a dermatologist and does not mention Rogaine." The ad will first appear on CNN on Aug. 19 and will reach the networks on Aug. 22 during ABC's thirtysomething. The headline to the new print ad reads: "The good news is there's one product that's proven to grow hair . . . Rogaine." The ad asks in bold print: "Nearly two million men have started using Rogaine. Should you?" One of the Rogaine print ads features a clip from the July 8 New York Times on FDA's decision in July to require the removal of "hair growth" and "hair loss prevention" claims from OTC product labeling. The Times story was based on the publication of the OTC final monograph for hair growth products in the Federal Register on July 7 ("The Pink Sheet" July 10, T&G 12). The headline of that clip is "Government Bans Most Baldness Treatments." The ad copy includes efficacy results from clinical trials and notes: "Few of the men in tests reported side effects. The most common side effect of Rogaine was itching of the scalp, which occurred in 5% of men." The ad also points out that "generally, it takes four months of use before there is evidence of regrowth." The ad includes a toll-free number that consumers can call for a list of local doctors, more information on the drug, and "a certificate worth $ 10 as an incentive to visit your doctor."
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