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Prescription drug marketers are embracing a staple of packaged goods marketing: the brand extension.
Having only been allowed to market to consumers since 1987, the drug industry tends to be a step behind its packaged goods brethren. Until recently, most pharma brands were simple to promote: Ambien puts you to sleep, Lipitor lowers cholesterol and so on.
Now a new class of so-called “Swiss Army Knife drugs” has emerged that treat an array of oft-unrelated ills. They include Centocor’s Remicade, Abbott Labs’ Humira, Pfizer’s Lyrica, Amgen’s Enbrel and Eli Lilly’s Cymbalta.
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