Word: ac
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...title before taking on the challenge of American soccer this season. The Italian warhorse, Roberto Donadoni, captained his country in last summer's European Championships, backboned Italy's run to the World Cup semifinals in 1990 and won a hat-ful of European Cups with his previous club side, AC Milan...
...Johnson & Johnson/Merck, producer of Pepcid, beat SmithKline to the punch. It won FDA approval of its over-the-counter version, Pepcid AC, and began marketing it in June. Between its introduction and August, when Tagamet HB first appeared in pharmacies, Pepcid AC gained a 22% share of the entire antacid market. "Pepcid had a window of opportunity, and it exploited it well in the marketplace," says Silvermine Consulting's Kelly. "That's an amazing accomplishment." Amazing, and expensive. J&J/Merck and SmithKline are each spending some $100 million in marketing campaigns for their new acid blockers...
...against J&J/Merck in federal district court in Manhattan. The company sought "to stop defendant from deceiving the public and undermining the launch of Tagamet HB...through false and misleading television commercials" and advertisements. The suit cited such claims as "8 out of 10 doctors and pharmacists chose Pepcid AC over Tagamet...
...about to enter it are only too aware that their new heartburn drugs are bound to cannibalize their traditional antacid products. In touting Tagamet HB, for example, SmithKline has to avoid invidious comparisons with Tums, its antacid moneymaker, while J&J/Merck must tiptoe around any comparisons between Pepcid AC and its antacid, the much advertised Mylanta. Meanwhile, Switzerland's Ciba-Geigy has other worries. Though it has no acid blocker available that could bite into sales of Maalox, its bread-and-butter antacid, its competitors' new drugs almost certainly will...
Though hurt by the onslaught of acid blockers, the lower-priced and faster-acting antacids will almost certainly maintain a respectable market share. Tums, for example, costs less than 3¢ a tablet. That compares with more than 40¢ for a one-a-day Pepcid AC tablet or a Tagamet HB two-tablet dose, although both products currently offer substantial rebates. Still, booming sales of the new acid blockers seem to show that heartburn sufferers are not troubled by sticker shock. At a Duane Reade drugstore in Manhattan, Darlene Jackson, 35, picked up a box of Tagamet HB and noted...