Novartis Zelnorm DTC Ads To Start In Fall; Resources Shifted From Field Force
Executive Summary
Novartis plans to launch a national DTC campaign for its irritable bowel syndrome agent Zelnorm early in the third quarter, the company announced during its July 21 investor conference call
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Zelnorm bares its belly
Novartis' Zelnorm (tegaserod) DTC campaign emphasizes the symptoms of constipation-predominant irritable bowel syndrome. The television ads depict close-ups of women lifting their shirts and displaying words written on their stomachs. Messages include "I'm all twisted inside," "the bloating is so uncomfortable," and "I keep thinking about the pain" in Novartis' first branded campaign for IBS therapy (1"The Pink Sheet" July 28, 2003, p. 34)...
Zelnorm bares its belly
Novartis' Zelnorm (tegaserod) DTC campaign emphasizes the symptoms of constipation-predominant irritable bowel syndrome. The television ads depict close-ups of women lifting their shirts and displaying words written on their stomachs. Messages include "I'm all twisted inside," "the bloating is so uncomfortable," and "I keep thinking about the pain" in Novartis' first branded campaign for IBS therapy (1"The Pink Sheet" July 28, 2003, p. 34)...
FDA Objects To Novartis IBS Ads; Claims Are Zelnorm-Specific, Agency Says
Novartis' irritable bowel syndrome awareness ads are too specific to Zelnorm to be considered "reminder" ads, FDA says in an untitled letter to the company