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Hoechst Allegra Rx antihistamine launched with direct-to-consumer ads.

This article was originally published in The Tan Sheet

Executive Summary

HOECHST Rx ALLEGRA LAUNCH SUPPORTED BY DIRECT-TO-CONSUMER ADS in Aug. 20 newspapers nationwide. With Hoechst Marion Roussel's roll-out of Allegra (fexofenadine) to the prescription market, the product replaces Seldane as the firm's next likely non-sedating antihistamine Rx-to-OTC switch candidate. FDA approved Allegra on July 25 and HMR began shipments Aug. 8.
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