When Roche Laboratories launched the second phase of its Tamiflu consumer campaign earlier this month, it had a captive audience. The flu, which has sent thousands of sufferers to hospital emergency rooms throughout the country, is one of the winter season's most debilitating conditions. Although the drug is being recognized as a new flu weapon, the FDA issued an advisory this month that cautions consumers that the latest flu treatments are not cures.
The FDA is concerned that the advertising claims of the latest prescription drugs for influenza exaggerate their effectiveness and create confusion over whether the flu vaccination is still necessary. The agency also stresses that, contrary to popular assumptions, flu rates are average this year and far from becoming an epidemic.
Tamiflu is one of four recently approved flu treatments by the FDA. It treats the most common strains of influenza, types A and B, and is most effective when taken within the first 48 hours of symptoms. The consumer campaign builds on an earlier unbranded effort, launched in November, that generally focused on educating about flu symptoms and the latest treatments available. It has evolved into a branded effort, directly touting the benefits of Tamiflu for treating influenza and encouraging sufferers to contact a healthcare provider as soon as they develop symptoms.
The multi-million-dollar campaign consists of a 45-second television spot that airs on national cable, a 60-second spot that airs on network television and print ads in Time and Life magazines and local newspapers.
(Roche Laboratories, Charles Alforos, 973/562-2212; FDA, http://www.fda.gov)
Expediting Clinical Trials Online
A merger announced earlier this month is expected to expedite the clinical trials process - the pharmaceutical industry's No.1 obstacle in getting new products to market. AmericasDoctor.com, a popular consumer Web site for health information, and Affiliated Research Centers, a clinical trials management company, have merged to provide research and development strategies for pharmaceutical and contract research organization (CRO) industries.
The new company also will provide strategies for research communications, new drug introductions and market positioning.
A delay in bringing a product to market results in the loss of more than $1 million in revenues, according to pharmaceutical industry estimates. Volunteer clinical trial recruitment is the industry's most costly challenge, commanding more than $22 billion worldwide.
The combined company will be called AmericasDoctor.com. Dr. Scott M. Rifkin, AmericasDoctor.com's founder, was named chairman and Steven M. Raushcer, ARC's CEO will retain his title with the new company.
(AmericasDoctor.com, Daphne Swancutt, 443/394-1377)
Breastfeeding Campaign Resonates with Hospitals
A new poster campaign that touts the benefits of breastfeeding is filling a promotional void for hospitals. The poster program, recently launched by start-up Web site Breastfeeding.com, features the "Top 12 Reasons to Breastfeed Your Baby." In just a few weeks, the Web site has shipped more 3,500 posters to hospitals, medical centers, social service programs, state and health departments, midwives and lactation consultants.
The poster resonates with healthcare professionals because it is believed to be the first national publicity effort to promote nursing since the American Academy of Pediatrics recently recommended that every new mother breastfeed her baby for at least the first year, says Joan Babbitt, Breastfeeding.com's co-founder.
The posters are offered on Breast-feeding.com's Web site, which offers advice to nursing mothers and helps prepare new mothers for the experience of breastfeeding.
The site features a wide range of information about the benefits of breastfeeding, including:
- advice from experts and mothers.
- free online videos.
- referrals to lactation consultants.
(Breastfeeding.com, Patty Brown, 650/529-1820)
Executive Promotion
Kudos to Nancy Turett, appointed this month to president, Edelman North America. The position is newly created. Turett is one of HPRMN's contributing columnists.
In her new role, Turett heads up Edelman's health practice in the U.S. and Canada. She will provide senior strategic counsel to clients in the pharmaceutical and consumer healthcare industries and work on Edelman's new practices in e-health, public health and biotech/life sciences. (Edelman, Nancy Turett, 212/704-8195)