Glaxo plots Relenza marketing

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Glaxo Wellcome's marketing for anti-flu drug Relenza, newly approved by the Food & Drug Administration, will focus on two messages, said a spokeswoman for the Research Triangle Park, N.C.-based drug marketer. The messages: differentiating the flu from a cough or cold in the consumer's mind and encouraging people to seek the product early after the onset of flu symptoms because its effectiveness has been shown only within two days of onset. The spokeswoman declined to say whether direct-to-consumer advertising would be used for the prescription drug. FCB Healthcare, New York, handles. Relenza, taken by inhaler, is the first FDA-approved drug to treat the flu in more than five years.

Copyright July 1999, Crain Communications Inc.

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