NOVARTIS RELAUNCHES ITS TRANSDERM SCOP: PHARMACEUTICAL MARKETER SPENDS $5 MIL ON DTC ADS FOR MOTION SICKNESS PATCH

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Novartis Consumer Health, re-entering a category it withdrew from a few years ago, is breaking an estimated $5 million direct-to-consumer print advertising campaign behind its prescription-only motion sickness patch Transderm Scop.

Ads from Grey Advertising, New York, featuring green-faced boat passengers, begin running in Newsweek Feb. 2 and follow in other titles throughout the year.

PRODUCT HIATUS

Novartis stopped shipping the nearly 20-year-old product in 1994 due to manufacturing problems.

The product now costs $5 for a three-day patch. The new consumer ads "speak to Transderm Scop's unique effectiveness," said a company spokesman.

The prescription anti-nauseants category totaled $749.8 million through November of last year, according to IMS America.

DRAMININE LEADS OTC

Pharmacia & Upjohn's over-the-counter tablet brand Dramamine received about $2.1 million in ad spending through October of last year, according to Competitive Media Reporting.

OTC anti-nauseants were about a $29.9 million market for the 52 weeks ended Dec. 7, according to Information Resources Inc., and Dramamine led the segment with a 57% share.

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