Merck to shift Propecia target

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Next year's marketing efforts for prescription hair-loss drug Propecia from Merck & Co., White House Station, N.J., will focus on physicians. Y&R Advertising, New York, had handled the brand's direct-to-consumer advertising for the last four years, with spending estimated at $20 million. "Consumer initiates have been met and they're focusing 2001 marketing efforts on the physician business, which will continue to be handled by Sudler & Hennessey," said a Y&R spokesperson. Sudler & Hennessey, New York, is a global healthcare unit within Y&R.

Copyright August 2000, Crain Communications Inc.

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