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More Novartis Work For Deutsch

  • Ad Age, Tuesday, February 27, 2007 11:15 AM

Novartis is expanding the duties of Deutsch, New York, giving it responsibility for an over-the-counter version of heartburn pill Prevacid, according to insiders.

Prevacid parent TAP Pharmaceutical Products has licensed rights to the popular drug to Novartis, which intends to roll out an over-the-counter version in 2009. Advertising will launch in late 2008 or early 2009.

Novartis has not revealed how much it intends to spend behind the product, but Larry Allgaier, CEO of Novartis Consumer Health OTC, has said the company's goal is to make it one of the top five OTC products in the U.S." Right now, it is the fourth-best-selling brand-name prescription drug in the U.S., competing with Nexium and other brands.



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