HEALTH

RoC Skincare, All Detergent sign on for StoreBoard Media’s security pedestals

BY Allison Cerra

NEW YORK Johnson & Johnson’s RoC Skincare and Sun Products Corp.’s All Detergent have signed on to advertise on StoreBoard Media’s security pedestal media.

The two brands are being featured beginning Tuesday on StoreBoard’s EyeCurve billboards at the entranceways to chain drug stores nationwide. The campaigns will run through May 17.

Johnson & Johnson is a returning StoreBoard shopper marketing advertiser, but is utilizing the EyeCurve billboards for the RoC brand for the first time. All Detergent is a returning brand.

“We are continuing to experience rapid growth because advertisers recognize that we provide a powerful advertising mass medium that reaches out-of-home shoppers at the point-of-decision. Our strongest endorsement can be found in our high percentage of repeat business,” said StoreBoard CEO Douglas Leeds.

Retailers who join the StoreBoard media network generate a new source of revenue, Leeds said, since StoreBoard shares its revenue with retailers. In addition, StoreBoard sells its product as media rather than promotion, enabling retailers to gain access to new marketing dollars from brands.

StoreBoard sells its advertising in four-week cycles. The Johnson & Johnson and Sun Products Corp. campaigns comprise the fifth cycle for 2009.

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Atherotech’s new cholesterol test showcased at Internal Medicine 2009

BY Allison Cerra

BIRMINGHAM, Ala. Atherotech, Inc. announced Monday it will be exhibiting its VAP Cholesterol Test at Internal Medicine 2009, the annual scientific meeting of the American College of Physicians.

The conference takes place April 23 to April 25, at the Pennsylvania Convention Center in Philadelphia.

Used in more than 100 clinical trials, including the Heredity and Phenotype Intervention Heart Study, recently published in Science, the Vertical Auto Profile Test claims to be the most accurate cholesterol test available.

The VAP Test reports 20 separate components of blood cholesterol as opposed to four in a standard test and can identify a far great number of lipid abnormalities (the #1 risk factor for heart disease) than the standard cholesterol test. The test identifies markers for metabolic syndrome, a precursor for diabetes, and is the only single cholesterol test that routinely reports apoAI, apoB, and the apoB/apoAI ratio.

The VAP Test provides physicians and researchers with direct measurement of LDL, HDL and all relevant subclasses, non-HDL and emerging risk factors such as Lp(a), remnants and small dense LDL.

Atherotech recently announced the addition of more than a dozen tests for patients at intermediate to high risk of cardiometabolic diseases. The new test panels are available immediately and also include homocysteine, creatinine, creatine kinase (CK), HbA1c, TSH, ALT, AST, urea nitrogen (BUN), glucose, vitamin D, fibrinogen and insulin. The tests can be ordered individually, or bundled as part of a custom risk profile that may also include the VAP Test.

People with a family history or an existing condition of diabetes, high blood pressure or heart disease – or who are already taking cholesterol-lowering medication – are candidates for the comprehensive VAP Test.

The VAP Test is available nationwide and is covered by most insurance providers, including Medicare and Medicaid. For more information call 877.901.8510 or visit www.thevaptest.com.

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Sanofi-Aventis announces availability of insulin pen in the United States

BY Alaric DeArment

BRIDGEWATER, N.J. A disposable insulin pen for patients ages 4 and older with Type 1 diabetes and adults with Type 2 diabetes has become available in the United States.

Sanofi-Aventis U.S. announced Monday the availability of the Apidra SoloSTAR, a pen with the fast-acting insulin analog Apidra (insulin glulisine [rDNA origin]). The pen received Food and Drug Administration approval in February, following the approval and launch of the long-acting Lantus SoloSTAR (insulin glargine [rDNA origin]).

“Sanofi-Aventis is committed to providing innovative tools to patients with diabetes that can help ease some of the challenges of blood sugar management,” stated Jerry Durso, Sanofi-Aventis U.S. VP Specialized Therapeutics Business Unit. “Apidra SoloSTAR provides patients with a convenient option for administering their Apidra.”

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