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Purdue Frederick’s Gentlax

This article was originally published in The Tan Sheet

Executive Summary

Marketing support for new bisacodyl USP 5 mg stimulant laxative includes FSI that dropped Dec. 8, cable and network TV ads, rebates, physician samples and direct mail, Purdue says. Ad agency is Della Femina Rothschild Jeary & Partners (New York). Purdue previously sold Gentlax granules containing senna but discontinued the product several years ago. Senna is a Category III ingredient under the OTC laxatives tentative final monograph; bisacodyl has been reclassified as Category I. Gentlax began shipping Nov. 1; packages of 20 and 100 tablets carry wholesaler prices of $2.96 and $12.25, respectively. Purdue, other companies are sponsoring carcinogenicity research on senna. Firm plans to submit data to FDA in March supporting Category I status for senna, which is found in Purdue's Senokot laxatives...

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