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CIBA's EFIDAC/24 AUTUMN LAUNCH WILL BE SUPPORTED WITH $ 30 MIL. IN TV ADS

This article was originally published in The Tan Sheet

Executive Summary

CIBA's EFIDAC/24 AUTUMN LAUNCH WILL BE SUPPORTED WITH $ 30 MIL. IN TV ADS running throughout the 1993-1994 cold season, promotional materials to the trade indicate. Slated to break in mid-September, the television spots will appear on prime-time, daytime, late night and cable TV during television shows including "Murphy Brown," "Seinfeld" and NFL football games. Jordan, McGrath, Case & Taylor, New York, is handling the account for the 24-hour nasal decongestant, which begins shipping July 1. The $ 30 mil. TV ad budget is part of $ 50 mil. in promotional support for Efidac/24, a product Ciba characterizes as the "first ever 24-hour over-the-counter cold medication." An NDA for Efidac/24 was approved by FDA in December 1992. In addition to TV ads, the $ 50 mil. budget will cover three national free-standing inserts with "breakthrough offers," a "high value" refund valid throughout the cold season, and an information pamphlet on Efidac/24 that will be provided in boxes attached to in-store displays, according to the promotional materials. In- store displays underscore that the product provides "24-hour cold relief" in "just one tablet." Product packaging also emphasizes that Efidac/24 is taken "once daily." Ciba's sales force plans "extensive detailing and sampling" to approximately 22,000 physicians and 65,000 pharmacists. The company also expects to reach physicians and pharmacists through print ads in medical and pharmacy journals; the journal advertisements will be developed in-house. Efidac/24 will be available in blister packs of six and 12 controlled-release tablets of 240 mg pseudoephedrine. The product makes use of the OROS controlled-release technology developed by Alza. The OROS technology "relies on the principle of osmosis to make drug administration more precise, reliable and convenient," Ciba said in a recent release. "Liquid from the digestive tract is drawn through the semi-permeable outer shell of the Efidac/24 tablet by osmosis, dissolving the inner core of medication," the firm explained. "The dissolved medication is then released at a controlled rate through tiny laser-drilled holes over a 24-hour period." Alza will manufacture Efidac/24 for Ciba. Ciba noted that Efidac/24 "is the first introduction" in a line of OTC cough/cold/allergy products that "will utilize the OROS delivery system" and will be marketed by Ciba under a 1988 royalty-bearing license agreement with Alza. Products under development by Alza under the deal include a chlorpheniramine product and a brompheniramine/pseudoephedrine combination. Ciba is separately working on a controlled-release brompheniramine/pseudoephedrine combination and chlorpheniramine products using Alza's OROS technology as well as another pseudoephedrine product. Ciba's Acutrim phenylpropanolamine diet aid was the first OROS-based consumer product to reach the market.

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