Linzess ads ask patients to talk

Ironwood Pharmaceuticals and Forest Laboratories have launched a campaign to get patients with irritable bowel syndrome with constipation or chronic ideopathic constipation to talk about their symptoms. The campaign, which ABC first aired in April, prompts patients to ask about the daily treatment Linzess. Forest Marketing EVP Bill Meury said in a statement that the DTC campaign is a new spin for the company because it has traditionally focused on DTP communications. Meury said his group was “struck by market research showing that many… sufferers don't fully describe the severity, frequency and recurring nature of their symptoms.”

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