Flu fighters set to unleash winter ad blizzard

Goetzl, David; Snyder, Beth; Petrecca, Laura
October 1999
Advertising Age;10/4/1999, Vol. 70 Issue 41, p1
Trade Publication
This article reports the pharmaceutical companies which are planning to launch advertising campaigns for new flu drugs in the U.S. as of October 1999. In November, Aviron will meet with agencies to handle FluMist, a nasal spray that would be used once a year and serve as a vaccine in place of an injection against flu. Aviron says it will receive $20 million from Wyert-Ayerst, its co-marketer, for marketing the drug upon the approval of the U.S. Food & Drug Authority. Meanwhile. Glaxo Wellcome's Relenza and Hoffmann-La Roche's Tamiflu both aim to mitigate the effects of flu once the person has it. Glaxo, via Saatchi & Saatchi Healthcare Connection, and Roche, via Sudler & Hennessey, are expected direct to consumer campaigns as flu season kicks in. Overall, spending in flu drug advertising could exceed $50 million.


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