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Hoechst-Roussel’s DermAtop Cream

Executive Summary

Launched Nov. 2 at price of $10.25 per 15 g tube and $26.95 per 60 g tube AWP, a price which Hoechst calls "lower than a number of currently available competitive products." DermAtop (prednicarbate) emollient cream was approved Oct. 29. DermAtop ointment was approved in 1991 but Hoechst has not yet marketed it pending approval of the cream. The company is running ads in dermatology journals to support the launch: Botto, Roessner, Horne and Messinger is the agency of record.
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