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Pfizer Zithromax DTC campaign will be first antibiotic ads aimed at consumers, company says.

Executive Summary

PFIZER ZITHROMAX DTC CAMPAIGN WILL BE FIRST FOR AN ANTIBIOTIC, Pfizer U.S. Pharmaceuticals President Karen Katen told analysts at a July 25 meeting in New York City. The campaign, which recently was rolled out to physicians "to familiarize them with the message," will shortly go to press in "a variety of targeted consumer publications," Katen said. The direct-to- consumer effort, which features print ads headed "You should be the first to know...." also will include a "major educational campaign on the appropriate uses of anti-infective therapy," she said.
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