Wyeth Launches Prempro DTC Campaign Touting Lowest Treatment Dose
This article was originally published in The Pink Sheet Daily
Executive Summary
The print ad states that hormone therapy is not a "lifelong commitment." This is Wyeth's first full-scale DTC campaign for hormone replacement therapy since the results of the WHI study were released.
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Prempro Prescriptions On The Rise Thanks To DTC Campaign, Wyeth Says
Company sees a “small but consistent” increase in prescription volume and share for the hormone therapy, VP O’Connor says. Growth could indicate “swinging back of the pendulum” following two-year downturn resulting from the Women’s Health Initiative results.