Prozac Getting A New Prescription

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Burnett Tries Varied Approaches In Bringing Antidepressant To TV
CHICAGO–Eli Lilly & Co. has joined the pharmaceutical industry’s move into direct-to-consumer TV advertising with three spots for its Prozac prescription antidepressant.
The ads are a test, said a representative for Indianapolis-based Lilly, both of the general effectiveness of TV, compared to print ads, in generating responses, and of various creative approaches within the medium itself.

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