Prevacid 24HR to launch with $200 million ad campaign
NEW YORK Novartis will storm the antacid market next week with a $200 million ad campaign behind its launch of Prevacid 24HR, the Wall Street Journal reported Wednesday.
Television spots to differentiate Prevacid 24HR from its antacid competition — Procter & Gamble’s Prilosec OTC, McNeil Consumer’s Pepcid Complete, Boehringer Ingelheim’s Zantac 150 and GlaxoSmithKline’s Tums, to name just a few — are expected to begin airing Thursday, underscoring the emotional difficulties of heartburn sufferers.
According to the Journal, the tagline for the antacid new addition will be: “Prevacid 24HR: When you’ve had it with heartburn.”
Bausch & Lomb disperses the fog for outdoor sports enthusiasts
ROCHESTER, N.Y. Skiers, snowboarders and other outdoor sports enthusiasts in North America have a new solution to one of the biggest problems they encounter: fogging of goggles and face shields.
Bausch & Lomb recently introduced its FogShield Sport premoistened towelettes that simultaneously prevent fog from forming on goggles for eight hours or more and help keep lenses clean.
“There’s a solution for staying warm, a solution for staying dry, but there haven’t been many solutions for keeping goggles fog-free,” stated John Stewart, general manager vision accessories for Bausch & Lomb. “FogShield Sport provides an easy-to-use, affordable anti-fog system to help prevent fogging that starts working immediately to provide clear vision,” Stewart added. “Packaged in small foil pouches that are about the size of hand-wipes, FogShield Sport sells for about $2 per application.”
FogShield Sport’s proprietary technology originally was formulated to work in the harshest industrial settings, and has been tried, tested and proven on professionals ranging from firefighters to hazmat technicians. The product’s effectiveness in eliminating fog in goggles was previously recognized by the International Association of Hazardous Materials Technicians as the Hazardous Materials Response Product of the Year.
“Since the product has proven extremely effective in anti-fog protection for firefighters and hazmat professionals in industrial environments, we believe it will be effective for skiers, snowboarders, paintballers and scuba divers,” added Stewart.
Survey: Consumers should be proactive during cough-cold season
SCOTTSDALE, Ariz. A recent national survey of 505 pharmacists released Tuesday by Matrixx Initiatives found that 9-out-of-10 pharmacists believe it is important for a patient to seek treatment early to help shorten the duration and severity of a cold. And 75% of pharmacists said most patients should purchase over-the-counter cold-and-flu products at the first sign of symptoms, but only 26% of their patients take this proactive approach.
According to the survey, pharmacists are increasingly playing a more prominent role in patient care due to the anticipated severity of the upcoming cold-and-flu season and the current state of the economy. The survey found 87% of pharmacists anticipate an overall increase in the number of cold and flu patients seeking their counsel and 85% agree that the economic downturn will specifically lead more patients to first come to their pharmacist rather than a physician.
“Early preparedness is going to be more important this cold and flu season; however, even with the threat of stronger, more virulent infections, pharmacists note that patients oftentimes delay treatment allowing a virus to live longer,” stated Fred Eckel, professor of Pharmacy Practice and Experiential Education at the University of North Carolina Chapel Hill Eshelman School of Pharmacy. “Pharmacists are the most accessible health care provider for patients with cold and flu symptoms and the survey findings emphasize the important role of the pharmacist in educating patients with information about early treatment to shorten the duration and severity of a cold.”
Other key findings from the survey include:
- 85% of pharmacists agree the economy has increased the number of patient questions about OTC products;
- 81% of pharmacists agree that more patients are opting to purchase OTC medications versus filling prescriptions due to the economic downturn; and
- 81% of pharmacists report making five or more recommendations per day for OTC cold and flu products.
“We know from the survey that pharmacists are making a fair amount of daily recommendations for OTC products,” Eckel said. “Those who believe it’s important for patients to seek treatment early, at the first sign of cold symptoms, are recommending oral zinc-based remedies … in order to shorten the duration and severity of a cold.”