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Lederle's Protegra

This article was originally published in The Tan Sheet

Executive Summary

New line of antioxidant vitamins began shipping to the trade on March 1. Offered in bottles of 50 soft gel capsules, the product contains beta carotene, vitamins C and E and trace minerals. Lederle plans to focus much of its marketing effort on medical professionals who will be detailed by the company's 450- person sales force. In addition, Lederle is advertising in 20 major medical and pharmacy publications, including Drug Topics, Pharmacy Times, Archives of Internal Medicine and Annals of Internal Medicine. Consumer ads will be placed in Prevention magazine. New York-based Carrafiello-Diehl & Associates is handling the multimillion dollar promotional campaign.

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