Consumer Marketing briefs

Share this article:
Merck's Schering-Plough HealthCare Products launched Zegerid OTC with a consumer campaign featuring a body-painting motif, suggestive of the PPI's coating action, and the tagline “Discover the difference.” Merck is licensing marketing rights for the OTC switch from Santarus. Professional efforts are focusing on about 45,000 physicians who prescribe PPIs but are not reached by Santarus reps.

Michael Durand joined London-based Resolute Communications as managing director of its New York office. Durand, who was a founding director of Porter Novelli's global healthcare practice, where he spent 21 years and launched blockbusters like BMS' Glucophage, Merck's Vytorin and Sanofi-Aventis' Taxotere. He also served as managing director of healthcare strategy and planning for Ogilvy PR Worldwide.

Shire's launch of its new corporate brand, dubbed “Brave,” was named Employee Communications Campaign of the Year by MM&M's sister title, PRWeek. The Shire effort beat out campaigns by GE, Molson Coors, Harrah's and Novartis Oncology.
Share this article:
You must be a registered member of MMM to post a comment.

Next Article in Features

Email Newsletters


Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Features

Read the complete September 2014 Digital Edition

Read the complete September 2014 Digital Edition

Click the above link to access the complete Digital Edition of the August 2014 issue of MM&M, with all text, charts and pictures.

Medical marketing needs mainstream Mad Men

Medical marketing needs mainstream Mad Men

Agencies must generate emotional resonance with the target audience, not unlike Apple, Pepsi or Nike

Are discounts cutting out co-pays?

GSK's decision to cut Advair's price spurred some PBMs to put it back on formulary. Will drugmaker discounts diminish the need for loyalty programs? How can these programs stay relevant beyond giving co-pay assistance?