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Treximet DTC campaign

Executive Summary

GlaxoSmithKline plans a direct-to-consumer ad campaign for its migraine drug in the near future to establish the sumatriptan/naproxen combination in the marketplace before generic versions of GSK's lead migraine drug Imitrex (sumatriptan) are released later this year. Treximet launched in the spring after clearing FDA April 15. Since it was introduced, the drug has gained a 3 percent market share and "extremely good access to managed care," CEO Andrew Witty said during the firm's second quarter earnings report
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PS049929

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