Merck/Schering-Plough Go Back To School In Zetia DTC Ads
This article was originally published in The Pink Sheet Daily
The television spot features a medical school dramatization that includes dialogue on the side effects of the cholesterol absorption inhibitor.
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The company is moving away from campaigns promoting brand awareness in favor of ads focusing on disease awareness and patient education, the Pfizer exec says. There is a “recognition” in the pharmaceutical industry that direct-to-consumer advertising needs to be reformed, McKinnell notes.
Firm notes strong uptake of the product in 2006, as well as more than $400 million in Thalomid sales for the year during earnings call.
Agreements expand the firm’s position in the COPD space, while also entering obesity, diabetes and metabolic syndrome space.