A European home for orphan drugs

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All out for OTC

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Allied Domecq: booze and text

Allied Domecq is turning more and more to SMS marketing to reach consumers, particularly when trying to raise brand awareness. SMS marketing has several key benefits, such as low cost and wide reach, but the real advantage is that each campaign can be tailored to serve the needs of the brand.

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Alpro: free from fear, but not risk

Alpro is aiming to capitalize on consumers' fears as well as their growing health awareness with a new marketing initiative for its soy-based foods. Although there is growing interest in foods that are free from certain ingredients, manufacturers must be aware of the dangers that marketing down this route entails.

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Alzheimer's disease: has NICE finally lived up to its name?

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Antidepressants: all is not well

Clever marketing and media coverage has helped to de-stigmatize depression. Diagnosis rates have soared and UK antidepressant prescriptions have doubled in the last 10 years. However, there are concerns over their effectiveness and safety. Drug companies need to overcome these concerns if they are to benefit from the rising demand.

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Arcoxia: a not so Mercky future

The first months of 2002 has seen a number of significant events in the COX-II market, including the launch of Dynastat and Arcoxia in Europe and Bextra's US launch. In an already competitive market, the entry of the second-generation COX-II inhibitors will further heighten the rivalry, so who will prevail?<BR />

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AstraZeneca: compliance complacency over Seroquel

Extrapyramidal symptoms are among antipsychotics' worst side effects; compliance is a huge barrier in treating schizophrenia patients; and Seroquel causes lower levels of EPS than its rivals. So it's unsurprising that AstraZeneca is trying to cash in. However, the company needs to develop an intramuscular formulation to keep up with rival drugs.

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Avon: calling and mail ordering

Avon is adding a new string to its distribution bow with the launch of its 'magalogue'. The firm will distribute two million copies of its new mail order catalogue in the UK through the Mail on Sunday's You magazine. While the 'magalogue' will no doubt attract the attention of many waning customers, the follow up to any initial interest will be key.

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Avonex and Rebif clash heads in the US multiple sclerosis market

Biogen and Serono are set for all out war over the valuable US multiple sclerosis market. Until last week Biogen's Avonex enjoyed a monopoly in the market, but with the FDA's approval of Biogen's drug it will face competition for the first time. So will Avonex be able to defend its territory or will the two companies have to share the spoils?

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