Teva markets AcuDial generic
NORTH WALES, Pa. Teva Pharmaceuticals has launched a generic treatment for epileptic seizures.
The world’s largest generic drug maker announced Wednesday the launch of diazepam rectal gel, a generic version of Valeant Pharmaceuticals’ Diastat AcuDial. The drug is administered via rectal syringe and is available in 2.5-mg, 10-mg and 20-mg strengths.
“Generic pharmaceuticals are playing an increasingly important role in healthcare cost containment,” Teva VP customer operations and marketing Maureen Cavanaugh said. “Teva Pharmaceuticals continues to lead the way with timely new product launches.”
Bausch & Lomb kicks off Alaway ad campaign
MADISON, N.J. Bausch & Lomb on Wednesday launched its advertising campaign for Alaway, the 12-hour eye itch relief drops.
The campaign targets allergy sufferers using the slogan: “It’s not just your allergies, It’s your eyes.” The ads highlight that consumers don’t need to wait for systemic allergy medications to take effect before they can get relief for their itchy eyes.
The 15- and 30-second ads are airing during such shows as “America’s Got Talent,” “Law and Order” and “30 Rock.” They also aired during the recent “Miss Universe” and “Primetime Emmy Awards.” The Alaway commercials also are running on morning news and talk shows, game shows, soap operas and entertainment news productions.
The U.S. television ad campaign will run through September. The brand also will be supported in store with shelf talkers, feature ads, pharmacist displays, free-standing inserts and doctor detailing.
B&L developed the creative strategy with agencies Grey NY and Ionic Media.
Biodel’s VIAject gets name change
DANBURY, Conn. A specialty biopharmaceutical company focused on the development and commercialization of innovative treatments for diabetes has changed the name of its lead product candidate.
Biodel said that the name Linjeta will replace the name of the company’s rapid-acting insulin formulation VIAject, which currently is under review by the Food and Drug Administration.
Errol De Souza, Biodel ‘s president and CEO, stated, “Today’s news reflects the continued progress of the Linjeta new drug application through FDA review and is an important milestone in our effort to commercialize this new drug candidate.”