Despite small ad budget, Lipitor is No. 1 in category

Spain, William
March 1999
Advertising Age;3/15/1999, Vol. 70 Issue 11, ps14
Trade Publication
The article reports on the efforts of pharmaceutical companies to raise awareness of various cholesterol-lowering drugs through the use of direct-to-consumer (DTC) advertising in the U.S. One reason for the lack of advertisements for cholesterol-lowering drugs is insufficient background on whether DTC advertising is going to work in this category. The leading drug in the category is Lipitor from Warner-Lambert Co., which reached the number 1 spot with almost no consumer advertising. Between January and November 1998, Lipitor was the runaway leader in the category with about 22 million prescriptions written.


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