The estimated $5 million effort will run in Time, Woman's Day, Parade and USA Weekend, among other publications, and targets women ages 40 to 64.
Only one execution -- featuring a real-life 44-year-old Enbrel user -- is planned, though others may follow. Klemtner Advertising, New York, created the ad that shows the female arthritis sufferer, smiling while frolicking in a pool with a young girl. The tagline reads, "Rheumatoid arthritis breakthrough. . . the Enbrel effect."
Enbrel, an injectable drug the U.S. Food & Drug Administration approved in November for moderate to severe cases of rheumatoid arthritis, is the first in a new class of drugs called biologic response modifiers.
Unlike osteoarthritis, in which inflammation causes discomfort and pain, rheumatoid arthritis can be debilitating, resulting in bone loss and pain that can leave people unable to get out of bed in the morning.
Enbrel exceeded company forecasts by nearly 50%, posting $59.7 million in first-quarter 1999 sales. That announcement sent shares of Immunex, which specializes in biotechnology drug research, soaring by more than $20 a share that day.
Immunex is partly owned by AHP, whose pharmaceutical division, Wyeth-Ayerst