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PFI cimetidine TV ads stress "more block for the buck" than Tagamet HB.

This article was originally published in The Tan Sheet

Executive Summary

PFI PRIVATE LABEL CIMETIDINE TV ADS STRESS SAME INGREDIENT/LOWER PRICE compared to SmithKline Beecham's Tagamet HB 200. Pharmaceutical Formulations, Inc. began shipping private label cimetidine 200 mg products to retailers at "12:01 a.m." on June 20 after SB lost its exclusivity for Tagamet HB June 19, the Edison, N.J.-based private label manufacturer said. In an unusual move for a private labeler, PFI is offering its retail customers television and radio ads to announce the cimetidine launch. The company is hoping to educate consumers about the ingredient name cimetidine and the private label products' equivalence to Tagamet HB and 30%-50% lower price. PFI filed its ANDA for cimetidine Sept. 20, 1996.
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