Synvisc may get TV ads

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The Wyeth-Ayerst division of American Home Products Corp., Madison, N.J., is considering the addition of a TV element to its direct-to-consumer campaign for osteoarthritis product Synvisc next year, a company spokesman said. Marketing consultancy Datamonitor said in a report that the TV effort is set for January and could yield "extraordinary'' results. But the AHP spokesman said the company is still deciding whether to roll out TV in test markets early next year. Rubin Ehrenthal, New York, handles the product, which is co-marketed with Biomatrix, Ridgefield, N.J.

Copyright December 1999, Crain Communications Inc.

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