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Kodak introduces limited-edition, Susan G. Komen EasyShare camera bundle

BY Allison Cerra

ROCHESTER, N.Y. — Kodak has rolled out a limited-edition EasyShare camera bundle in partnership with Susan G. Komen for the Cure.

The Susan G. Komen Edition (C1530) camera bundle features a 14-megapixel camera with a 3x optical zoom and a Kodak Share Button in pink, as well as a slim camera case, 4GB memory card and wrist strap with pink ribbons. What’s more, $4 out of every purchase of the camera will be donated to Susan G. Komen for the Cure to help fight breast cancer.

"Kodak is pleased to offer a uniquely pink camera bundle in our first partnership with Susan G. Komen for the Cure during Breast Cancer Awareness Month," said Richard Ford, general manager for Kodak’s digital capture and accessories, Americas region. "Susan G. Komen is dedicated to raising awareness about this worthwhile cause and we are happy to team-up and get the word out to consumers with the launch of the EasyShare C1530 camera bundle."

The Kodak Susan G. Komen EasyShare camera bundle will carry a suggested retail price of $99.99 and will be available for a limited time on such retailer websites as Walmart.com, Kmart.com and more.

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ESI launches suite of services for pharma, biotech companies

BY Alaric DeArment

ST. LOUIS — Pharmacy benefit manager Express Scripts has launched a suite of services for drug makers through HealthBridge Pharma & Biotech to provide a single-solution approach to patient care.

ESI said HealthBridge offered a full range of services to assist pharmaceutical and biotech companies in providing prescription products and services to patients, doctors and pharmacists. These include CuraScript Specialty Pharmacy, CuraScript Specialty Distribution, Freedom Fertility Pharmacy, risk evaluation and mitigation strategies, reimbursement, patient assistance programs, data and sales reporting, enhanced account services and customized adherence programs.

"Through our HealthBridge Pharma & Biotech suite of services, Express Scripts is a taking  bold, unified approach to helping pharmaceutical and biotech companies get their therapies and products to patients and healthcare providers," Express Scripts VP and chief trade relations officer Everett Neville said. "We are committed to providing the highest level of end-to-end services that will facilitate the safe, timely delivery of specialty prescriptions and programs to patients being treated for diseases, such as cancer, rheumatoid arthritis, hemophilia, HIV and multiple sclerosis."


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NAD challenges several Similac Advance claims

BY Michael Johnsen

NEW YORK — The National Advertising Division of the Council of Better Business Bureaus last week determined Abbott Nutrition could support certain advertising claims made for Similac Advance and Similac Sensitive infant formula. However, NAD recommended that Abbott modify or discontinue certain other claims.

NAD determined that Abbott had a reasonable basis for its “No. 1 brand-fed in hospitals” claim.

NAD determined that the claim that Similac Advance is “[s]tudied and proven to be well tolerated in newborns < 14 days old,” as opposed to Enfamil, which “[w]as not studied in newborns (< 14 days old)” is factually accurate and not misleading. However, NAD was troubled by Abbott’s claims that its own prebiotics are “naturally found in breast milk,” as opposed to PDX (Enfamil’s prebiotic), which “is not naturally found in breast milk.” NAD noted that while it is true that GOS, the advertiser’s prebiotic, is found in small amounts in the breast milk of some women, NAD determined that consumers could take away the unsupported message that GOS is found in the breast milk of most or all lactating women. Further, when coupled with Abbott’s claim that Similac Advance has been “studied and proven to be well tolerated in newborns < 14 days old,” the “naturally found in breast milk” claim could connote an unproven safety advantage. Consequently, NAD recommended that the advertiser discontinue this claim.

NAD determined, however, that Abbott lacked a reasonable basis for a long-term bone health superiority claim and recommended the advertiser discontinue the following claim: “Bone mass increases at its fastest rate during the first year. How bones develop during this period and throughout childhood can potentially affect bone health for life. That’s why it’s so important for your baby to get the right amounts of key bone nutrients — like calcium — from the very first day.”

NAD also reviewed the advertiser’s prebiotics claims, which appeared in a two-column print advertisement that juxtaposed Similac Advance, described as “well tolerated in clinical studies” and Enfamil Premium, described as displaying “significant intolerances and adverse events in a clinical study.” NAD noted in its decision that the advertisement “gives the impression that Enfamil Premium is relatively unsafe and unstudied. Also, by juxtaposing the two bar graphs side-by-side, the advertiser creates the impression that the graphs and accompanying text are presenting data that is somehow comparable — and that Enfamil performed far worse than Similac on the measured endpoints.”

NAD noted that a study relied upon by the advertiser did find “adverse events” — as defined by the study authors — and concluded that the advertiser could truthfully promote the results of the study as long it did so in a nonmisleading manner. NAD noted that in the advertising at issue, however, “Abbott highlighted the three ‘adverse’ outcomes and failed to mention the 69 nonadverse outcomes. Abbott also failed to put the study into context by acknowledging the numerous studies that show Enfamil Premium to be safe and well-tolerated.”

Claims made by Abbott Nutrition in print, website advertising and on packaging were challenged before NAD, the advertising industry’s self-regulatory forum, by Mead Johnson & Company, a competing maker of infant formula.


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