Claritin

FDA nixes Merck, Schering allergy combo

Mon, 28 Apr 2008 06:59:56 -0400

In another blow to the Merck/Schering-Plough joint venture, the FDA rejected a proposed allergy and asthma treatment that would have combined Schering's Claritin and Merck's Singulair into one pill. In announcing the "not-approvable" letter from the FDA, the two companies wouldn't say why the med was rejected or whether the venture intends to resubmit.

Claritin was a heavy-hitter drug for Schering until it went off-patent and over-the-counter. Singulair, of course, is among Merck's best-sellers, with $4.3 billion in 2007 sales. The combo wasn't expected to be a home run, but losing the opportunity to sell it at all will no doubt cost millions. So why not try again? "We're still looking at it, and still evaluating the future of the joint venture as well," a Schering spokesperson said.

Evaluating the future of the joint venture, you say? Inquiring minds want to know whether that last phrase was just a throwaway comment--or a harbinger of change.

- check out the Schering press release
- see the item at PharmaGossip
- read the Associated Press story

Zyrtec 'guerilla' flyers spur blog buzz

Tue, 22 Apr 2008 06:59:55 -0400

A new guerilla marketing campaign for over-the-counter Zyrtec proves one thing: If you want attention in the blogosphere, post a few drug ads on telephone poles. They're flyers designed to appear handwritten, saying, "Missing 2 Hours. Last Seen: While waiting for Claritin to start working. If found please call: 1-800-4-ZYRTEC" (image).

Clever, no? Some bloggers think so: "Compared to the schlock we usually get from Big Pharma, it's a breath of fresh air." It "had the ability to cut through the clutter of its competitors' glossy ads." "[S]ure to generate a lot of buzz for Zyrtec." Some, however, question its legality (but they're not lawyers, of course). Critics say that if it is indeed clever and indeed works, then it will only be because of backup from more traditional DTC venues like TV and print.

One blogger predicts more of this sort of offbeat promotion as Big Pharma faces stepped-up competition from generics. I guess we'll have to see whether this campaign breaks out of the blogosphere first.

- read the item at Pharma Marketing Blog
- check out the assessment at BNET
- see an image of the flyer

ALSO: Pharma marketers plan to boost their online DTC spending and cut back in traditional media this year, according to a new study by Cegedim Dendrite. The top three gainers in DTC spend will be websites, search engines, and e-mail. The big losers: national TV and radio. Report

PLUS: Federal watchdogs warned Pfizer for running an online video ad that left out the risks of its ED drug; at FDA's request, the drug maker pulled the ad, saying that a technical issue had prevented the risk info from displaying. Report

Merck, Schering to combine blockbusters

Tue, 28 Aug 2007 06:59:57 -0400

Why not build on success? Schering-Plough and Merck are asking the FDA to approve a pill that combines the active ingredients of Singulair, the blockbuster asthma-and-allergy remedy, and Claritin, another best-selling allergy drug that went generic and over-the-counter in 2002. Under development by a joint venture of the two companies, the new product has been accepted for the FDA's standard review process.

- see the release on the combination package

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