Medical Marketing and Media - Saatchi takes on Crestor journal work
ASTRAZENECA has consolidated the advertising business for Crestor, moving professional advertising for the brand from WPP’s Grey Healthcare Group to Publicis’ Saatchi & Saatchi Healthcare Advertising following a competitive pitch.
The New York agency’s consumer advertising sibling, Saatchi & Saatchi Consumer Healthcare, already handles DTC advertising for the drug. New York-based Grey Healthcare Group launched Crestor professionally and handled the brand’s journal advertising for seven years.
In 2005 Crestor ranked 39th among the top spending brands advertising in journals and medical publications, according to data from PERQ HCI. That number is a sharp decline from its No. 7 ranking in 2004.
Most Popular
10 Jobs That Pay $30 An Hour
Public Speaking: 7 Secrets Of Great Public Speakers
Time For A Change Of Career? Remember To Look Before You Leap…
3 Questions No Job Seeker Ever Wants To Be Asked?
5 Regular Mistakes In Public Speaking
Journal ad spending for Crestor in 2005 was at $2.3 million, a 65% decrease from the $6.6 million spent on ads in 2004.
Crestor got a boost in March when a study carried out by the American College of Cardiology in Atlanta demonstrated that the drug reversed plaque build-up in the arteries of patients with evidence of coronary artery disease.
It was the first time a statin has demonstrated regression of atherosclerosis in a major clinical study, the group said.
In the 349 patients whose plaque volume could be evaluated, a volume decrease of 7%-9% was seen. Crestor also lowered levels of LDL, or bad cholesterol, by more than 53% and raised levels of LDL, or good cholesterol, by nearly 15%, researchers said.
-Matthew Arnold
Copyright Haymarket Media, Inc. Apr 2006
Provided by ProQuest Information and Learning Company. All rights Reserved
