Healthy Skepticism Library item: 11962

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: news

Baar A.
Pharmas Launch Constipation Drug Campaign
Marketing Daily 2007 Nov 7
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=70538&Nid=36089&p=448587

Full text:

TAKEDA PHARMACEUTICALS NORTH AMERICA AND Sucampo Pharmaceuticals are launching their first-ever direct-to-consumer advertising campaign for Amitiza, which treats chronic constipation in adults.

The effort, targeted at women 40 and over, will appear in various print and broadcast outlets. The effort is themed, “Move to Amitiza,” playing off research showing that people with chronic constipation believe the condition slows them down, according to Aimee Berner, marketing director for gastroenterology at Takeda.