Medical Marketing and Media - Disciplined mix for next Crestor effort
IN THE WAKE OF new safety issues, AstraZeneca has disclosed plans for a upcoming DTC initiative for Crestor. Noting rapid growth in the U.S. statins market, chief financial officer John Symond told analysts there will be a “disciplined” approach to a marketing mix that carries significant investment in the new Crestor campaign.
Symond attributed the growth to promotion efforts for this drug class and lower LDL levels recommended for patients.
Meanwhile, Public Citizen Health Research Group director Sidney Wolfe said in a letter to the FDA that Crestor “is uniquely toxic without offering any unique benefit.”
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-James G. Dickinson
Copyright CPS Communications Jan 2005
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