Novartis plans to invest $200M in Ads for Prevacid
Novartis has planned to support with a series of TV spots the launch of Prevacid 24HR, a new version of its over-the-counter heartburn drug Prevacid (lanzoprazole).
Novartis is pursuing a diversification strategy to reduce dependence on branded prescription products. The Swiss company is diversifying into generics, OTC medicines, diagnostic tools and vaccines.
Prescription Prevacid is marketed by Takeda and its patent is due to expire this month and generic competition is expected to follow immediately after. Novartis signed a partnering agreement with Takeda to market a non-prescription form.
The FDA approved Prevacid 24HR in the form of 15mg delayed-release capsules. Prevacid 24HR is a 14-day course of treatment and should be taken once per day before eating in the morning to treat frequent heartburn.
See: Insciences, RTT, WSJ
More blood clots in patients who took anti-anemia drugs
A study in more that 55,000 cancer patients has confirmed that those who took anti-anaemia drugs are twice more likely to develop blood clots.
Sales of this anti-anaemia drugs or erythropoiesis-stimulating agents (Aranesp, Epogen, Procrit and others) have fallen dramatically since a study by J&J showed a higher risk of death and cardiovascular complications for aggressively treated patients.