Drug companies boost online media buying

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After pouring millions of dollars into building their own Web sites, pharmaceutical companies are starting to support other, better-trafficked sites as online drug branding matures.

Now awaiting Food & Drug Administration approval for obesity drug Xenical, Roche Laboratories is taking a different approach online than it did about 18 months ago for its dermatology brand Acutain. For that leading drug, Roche developed non-branded information sites -- one for teens and another for adults.

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Copyright January 1998, Crain Communications Inc.

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