Roche Kicks Off Review for Xenical Fat Drug

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Pharmaceutical giant Roche Laboratories has launched a review of the Xenical account now at Lowe Consumer Healthcare here, sources said.
Both creative and media duties are in play, sources said. Billings were not disclosed, but last year, Roche spent nearly $80 million in measured media on Xenical, according to Competitive Media Reporting.
As evidence of the exploding healthcare category, that figure in 1998 was less than $1 million.
Despite a high-profile ad launch last fall, sales of the drug that fights obesity have fallen short of expectations, sources said.


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