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Zelnorm bares its belly

Executive Summary

Novartis' Zelnorm (tegaserod) DTC campaign emphasizes the symptoms of constipation-predominant irritable bowel syndrome. The television ads depict close-ups of women lifting their shirts and displaying words written on their stomachs. Messages include "I'm all twisted inside," "the bloating is so uncomfortable," and "I keep thinking about the pain" in Novartis' first branded campaign for IBS therapy (1"The Pink Sheet" July 28, 2003, p. 34)...

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