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Pharmacia on Vioxx vs. Celebrex

Executive Summary

"In the last couple of months, we have seen a sharp deceleration in the share growth of Vioxx," Pharmacia Global Business Management President Carrie Cox maintained July 25. "Our goal is for Celebrex [celecoxib] to keep a firm hold on the number one position in the market." New prescriptions grew by 9% from the first quarter to the second, Cox reported. The product has topped $1 bil. in U.S. sales so far in 2000
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