Consumer Marketing briefsMerck'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.