MED AD NEWS MARCH 2003

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   The hormone replacement therapy Premarin, which contains conjugated estrogens, is the most-recognized female healthcare drug brand in the United States. The brand name drug was recognized by 36.2% of U.S. physicians surveyed by Brand Institute Inc., a pharmaceutical branding, biotechnology branding, and consumer branding consultancy firm, in the third quarter of 2002. But the recognition rate for the product in Europe is much lower. Only 4.3% of European physicians recognized Premarin, making it the third most-recognized product in that region. Premarin is indicated for the prevention of osteoporosis and the treatment of moderate-to-severe vasomotor symptoms, kraurosis vulvae, atrophic vaginitis, abnormal uterine bleeding, vulvar and vaginal atrophy, hypoestrogenism, and primary ovarian failure. Wyeth (wyeth.com) is the developer and marketer of the proprietary name drug.

Prempro, which contains conjugated estrogens and medroxyprogesterone, also marketed by Wyeth, is the second most-recognized female healthcare drug brand among U.S. physicians surveyed, with 10.2% recognizing the brand name. Prempro is indicated for the prevention of osteoporosis and the treatment of moderate-to-severe menopausal vasomotor symptoms as well as vulvar and vaginal atrophy.
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     In Europe, Diane, which contains ethinyl estradiol and cyproterone and is marketed by Schering AG (Schering.de), is the most-recognized brand name drug with 10.4% of European physicians citing the proprietary name in the Brand Institute survey. Diane is indicated for the prevention of pregnancy and the treatment of acne. The name brand is not marketed in the United States.

Tamoxifen is the second most-recognized female brand name drug in Europe, accounting for 6.7% if the responses. Tamoxifen is the active ingredient contained in AstraZeneca's Nolvadex, which is used to treat breast cancer.

     Brand Institute (brandinstitute.com) surveyed more than 2,000 medical professionals in North America and Europe to determine the most-recognizable pharmaceutical brand names in the female healthcare category. The Brandpoll.com sample consists of physicians, and hospital and retail pharmacists. Brandpoll is a brand marketing tool designed by Brand Institute to help clients monitor the competitive marketplace and identify potential strengths and weaknesses of their brand strategy.
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