TITLE

Claritin sets DTC spending record

AUTHOR(S)
Goetzl, David
PUB. DATE
June 1999
SOURCE
Advertising Age;6/7/1999, Vol. 70 Issue 24, p52
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on a 1999 report from IMS Health which showed that Schering-Plough spent more than $203 million of direct-to-consumer (DTC) advertising for its anti-allergy Claritin brand during a 12 month period. That marks a 222% spending increase over the previous 12-month block and the first time DTC spending on a particular drug has reached the $200 million mark during a 12-month time frame, according to IMS. Perhaps not coincidentally, Claritin holds a significant lead in the anti-allergy market; it ha d$1.1 billion in sales in 1998, according to IMS. Pfizer's Zyrtec was No. 2 with $355 million in sales in 1998, while Hoechst Marion Roussel's Allegra was third with $324 million.
ACCESSION #
1911291

 

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