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In Brief: Breckenridge Pharmaceutical

This article was originally published in The Tan Sheet

Executive Summary

Breckenridge Pharmaceutical: Launching consumer awareness program at the end of August for its Prodium (phenazopyridine HCl 95 mg) for urinary tract infections. The company plans to test market print ads and distribute direct mail promotions to self-identified UTI suffers in the southern states beginning in late August. The promotion will be extended nationwide sometime in the fourth quarter and will include an ad in Reader's Digest. North Hills, N.Y.-based Brancaccio Christopher & Shields is handling the account for Prodium, which has been on the market since November 1994...
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