Bristol-Myers shopping $100 mil DTC media work

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Bristol-Myers Squibb Co. has put its estimated $80 million to $100 million direct-to-consumer prescription drug media business up for review. The bulk of spending has been for the $66.5 million Pravachol cholesterol-reduction brand but also includes Buspar anxiety and Zerit HIV treatments. Western International Media, West Hollywood, Calif., is the incumbent.

Copyright November 1998, Crain Communications Inc.

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