TAP's Prevacid DTC Ad Targets Former Vioxx Users
This article was originally published in The Pink Sheet Daily
Executive Summary
The print ad, which ran two days after the COX-2 advisory committee review concluded, capitalizes on the number of patients seeking alternative arthritis therapies following Merck's withdrawal of Vioxx. Committee members discussed use of a PPI with older NSAIDs as an alternative to coxib therapy.