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Biotech / Medical : PFE (Pfizer) How high will it go? -- Ignore unavailable to you. Want to Upgrade?

To: BigKNY3 who wrote (5845)	10/7/1998 5:14:00 PM
From: Tokyo VD	Read Replies (1) \| Respond to of 9523

BigKNY3, Every expedited drug approved. Is that true? Oh, well there is always a first (although I don't want to go on the record to make that call). But, upon approval, Celebra only delivers 35% of its sales to Pfizer (and only after a $140 million cash payment to Searle). Keep in mind, Zeldox won't see FDA review/approval until late 2000. The main point I'm making is that if you own Pfizer, it better be for reasons other than Viagra, which will continue to see shrinking Rxs. Good luck. Tokyo

To: BigKNY3 who wrote (5845)	10/7/1998 5:50:00 PM
From: Anthony Wong	Read Replies (1) \| Respond to of 9523

10-08-98 Drug Marketers Channel Ads to TV Scott-Levin Press Release NEWTOWN, Pa. (Oct. 8, 1998)--Spending on direct-to-consumer (DTC) advertising for pharmaceuticals fell 24% in June, to $103 million. The decrease was largely due to a $23 million drop in spending from May on DTC ads for seasonal allergy medications. According to Scott-Levin's Direct-to-Consumer Advertising Audit, DTC ad expenditures in the first 6 months of the year totaled $630 million*, 61% more than in the corresponding 1997 period. In June, almost $57 million, or 55% of all spending on DTC ads, was devoted to magazines. During the first half of 1998, $274 million was spent to advertise drugs to consumers in magazines, a 22% decrease compared with the first 6 months of 1997. Expenditures for DTC ads on television, however, are on the rise. More than $300 million was spent to advertise drugs on television in the first half of 1998, well over twice the amount spent in the corresponding 1997 period. In the first 6 months of 1998, spending to advertise pharmaceuticals in newspapers dropped 45%, to $41 million. During June, expenditures for radio and outdoor billboard advertising reached $2 million and $140,000, respectively, bringing the year-to-date totals to $9 million and $160,000. Introducing ... New advertising campaigns fueled DTC spending in the first half of 1998. Twenty-one new campaigns were launched, including four in June. The cholesterol reducer Lipitor hit the charts in June, generating $600,000 in DTC expenditures by co-promoters Pfizer and Parke-Davis. Other products that kicked off DTC campaigns included Schering-Plough's Fareston ($80,000) and Sanofi's Prenate Ultra ($100,000). Pfizer's Viagra, indicated for impotence, benefited from $66,000 in DTC newspaper advertising during June. Top Companies and Products Merck led all pharmaceutical companies by spending more than $17 million on DTC ads in June. Merck allocated $13 million for Propecia, its medication for male pattern baldness. Pfizer ranked second with $13 million in DTC expenditures in June. The firm spent nearly $10 million on consumer ads for the allergy therapy Zyrtec and almost $3 million to advertise the Alzheimer's disease treatment Aricept. Eli Lilly finished third in DTC ad spending with almost $11 million, followed by Glaxo Wellcome ($10 million) and Schering-Plough ($10 million). Propecia was the No. 1 brand in terms of DTC promotional expenditures in June. Zyrtec was second, followed by Lilly's Evista ($8 million), an osteoporosis therapy; Schering-Plough's Claritin ($6 million), an allergy medication; and Glaxo Wellcome's Zyban ($5 million), indicated for smoking cessation. Scott-Levin's Direct-to-Consumer Advertising Audit provides comprehensive coverage of DTC advertising. The audit panel includes 3,000 physicians in 18 specialties and 4,000 consumers representing approximately 30 diagnoses. For more information, please contact Marian Kellogg at (215) 860-0440; fax: (215) 860-5477. Or e-mail her at email@scottlevin.com. Scott-Levin, a division of PMSI/Scott-Levin Inc., provides consulting and communications services to pharmaceutical companies worldwide, including audits of pharmaceutical promotion. You can visit Scott-Levin on the World Wide Web at scottlevin.com. scottlevin.com