Quick to accept mainstream ad tilt

Goetzl, David
October 1999
Advertising Age;10/11/1999, Vol. 70 Issue 42, special section ps6
Trade Publication
This article discusses perceptions regarding the major impact of direct-to-consumer (DTC) advertising of prescription drugs on brand sales. In the last year, Pfizer Pharmaceutical Group has continued its aggressive campaign for erectile dysfunction drug Viagra. It also joined with Monsanto to launch arthritis drug Celebrex with the help of a major DTC effort. And it shifted its Zyrtec allergy drug account to New York-based Deutsch. Zyrtec sales continue to grow, but the drug still trails Claritin in the $1.1 billion allergy category. Claritin is perhaps the best example of a prescription drug with a DTC program resembling package goods advertising. Under the leadership of Stephen Andrzejewski, vice president-marketing on the prescription side, Schering-Plough Corp. has used celebrity Joan Lunden in its advertisements and this fall launched a campaign supporting Claritin as the official allergy medication of Major League Baseball.


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