TITLE

Celebrex

AUTHOR(S)
Goetzl, David
PUB. DATE
June 2000
SOURCE
Advertising Age;6/26/2000, Vol. 71 Issue 27, ps29
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Discusses the success of Joseph Papa, who was in charge of marketing the arthritis drug Celebrex, which surpassed Viagra as the most successful drug launch in history. How Papa led Searle's marketing operation; Success of Celebrex despite competition from other drug brands; Papa's cultivation of physician loyalty.
ACCESSION #
3250398

 

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