Seeking new ways to market its hair growth product Rogaine, Pharmacia & Upjohn, Kalamazoo, Mich., is near full Food & Drug Administration approval for a new double-strength 5% minoxidil prescription version. With $50 million in support via Grey Advertising, New York, through October for the over-the-counter version and a history of heavy media spending behind the brand, direct-to-consumer ads are likely. Pharmacia seeks to distinguish the brand now as it lost its patent for the OTC version last April when FDA chose not to extend protection. An FDA advisory committee gave initial approval for the new prescription version in December.
Copyright January 1997, Crain Communications Inc.