Brand X preaches to the choir

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Can you name the brand? Each month we print part of a popular pharmaceutical product or advertisement, along with some clues to its identity. Readers are invited to name the brand for a chance to win a copy of Medicine Ave 2: The Story of Medical Advertising in America 1990-2008. Please e-mail your answer to NameThatBrand@haymarketmedia.com or fax 646-638-6150. The deadline is January 31, 2012. The winner will be selected randomly from all the correct entries.

This month's Brand X is under some serious pressure. The combo drug is scheduled to go off-patent later this year, though one of its components became available in generic form five years ago. The brand.com landing page is anchored by an image of a Black gospel choir, reflecting the prevalance of the disease it treats among African Americans, and a link to a page on that topic is prominently displayed. The drug competes in a crowded mass-market category key to its maker's hearty portfolio.

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Does a health psychology approach hold the key to Rx adherence? In MM&M's latest Leadership Exchange Uncut eBook, industry stakeholders from the payer, provider, academic and pharma realms explore the "why" behind medicine taking. Access here.

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