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.
close

Next Article in Features

Email Newsletters

MM&M EBOOK: PATIENT ACCESS

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

Is your marketing strategy stuck in 2005?

Is your marketing strategy stuck in 2005?

It is not enough to just have a killer black book or Rolodex. The market needs agile, swift marketing

Is guidance stifling social media?

Recent FDA draft guidance was meant to help companies create FDA-compliant tweets and handle third-party misinformation on the web. What other obstacles lie in the path of effective social media use?

FDA social media guides draw flak

FDA social media guides draw flak

Two FDA guidance documents on how health product manufacturers may participate in social media have drawn criticism from industry and consumer groups.