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Wyeth Preps for the Coming Boom

...“We will be running our Premarin TV spots but it's totally separate” from the Ladd effort, Steele said.

In addition to network and cable TV, Wyeth has launched a Web site, www.TalkingToYourDoctor.com.

The campaign is symptomatic of two trends in pharma right now: First, the move away from product-oriented campaigns (where consumers are given a hard sell about a specific brand) to disease-state, or “educational,” campaigns, where consumers view a relatively brand-free pitch to consider talking to their doctor if they have a particular health problem.

That move, already adopted by Johnson & Johnson and Bristol-Myers Squibb, has been largely prompted by increasing consumer cynicism to high-profile DTC advertising and the rising price of medicine.

And second, the osteoporosis category is heating up.

In April, Roche launched Boniva, a once-monthly pill to prevent bone-loss.

The launch is a direct threat to the DTC leader in the category, Merck's Fosamax, which has $3.2 billion in sales.

The two other treatments currently on the market are Eli Lilly & Co.'s Evista and Procter & Gamble's Actonel.

Racing Wyeth's Bazedoxifene down the R&D pipeline is Pfizer Inc., which, according to industry reports, is prepping Oporia for approval by the FDA; and Amgen's AMG 162, also ...

Note to Tom Cruise: It's My Hormones, Stupid!

... Note to Tom Cruise: It's My Hormones, Stupid!

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“Vitamins and exercise” don’t get to the root of the postpartum problem.

Nor many other hormonal issues women face.

Too many women needlessly suffer the effects of too-low estradiol or testosterone.

Finding the right balance of hormones can give you back your healthy life.

TUCSON (July 7, 2005) – Of course, it's hormones, Mr.

Cruise.

As Brooke Shields so aptly stated in her New York Times article July 1, “War of Words,” it i...

Judge says class status is not likely in Rx suit

...Such a class-action suit could include the millions of women who took A class-certification hearing began in Wilson’s courtroom June 1 and last convened June 24.

The hearing is one of several pretrial motions Wilson is handling for Wilson said he will make a final decision on the issue "as soon as reasonably possible." "I am notifying you of this virtual certainty in the hope that you can put things in a holding pattern so that no one will expend more time, money or effort while the order is being prepared," Wilson wrote in a letter faxed to lawyers on both sides of the case.

In the lawsuit, former J.-based manufacturer, falsely advertised the benefits of the drug and failed to communicate its risks.

The suit follows a Women’s Health Initiative study of hormone-replacement drugs including But for their case to go forward, the women’s lawyers have to show that the suit meets the federal criteria for class-action certification.

Federal law requires the women’s attorneys demonstrate that their class representatives are typical of women who have used The attorneys also must show the representatives will adequately protect the inter...

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