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FDA Rule Change Spurs Reviews for Consolidated Drug Accounts
NEW YORK–As pharmaceutical companies increase their direct-to-consumer TV advertising, two large drug companies, Merck and Eli Lilly, are altering their agency lineups, sources said.
Merck in West Point, Pa., is consolidating its consumer direct response account, which includes brands that received nearly $160 million in consumer ad support last year. About half of that budget went to Fosamax, a prescription osteoporosis drug, and Prilosec, a prescription heartburn remedy.
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