Word: actonel
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...looking for a solution to osteoporosis at the pharmacy, be cautious. Many women cannot tolerate the side effects of the popular bisphosphonate drugs: Fosamax, Actonel and Boniva. The most common problem is gastroesophageal irritation, but dentists and oral surgeons have begun to warn of a more serious problem in a subgroup of patients--necrosis (death) of the jawbone...
...sold Macrobid--an antibiotic--but can she sell Big Macs? Napier, 47, earned her marketing stripes over 20 years at Procter & Gamble, most recently as vice president of its North American drug business, where she launched the company's hot osteoporosis drug, Actonel. Now she'll try to shine up the Golden Arches as senior VP of marketing for McDonald's. Napier has plenty of work on her plate: the firm's domestic sales are down 1.5% this year, and its shares are down 40% in the past six months. Plans include closing 175 restaurants in 10 countries and laying...
...about a third of P&G's $40 billion in annual sales and could reach 40% within the decade. Most of Procter's next generation of billion-dollar brands will probably come out of this area, which includes Olay skin care, Cover Girl cosmetics, Clairol Herbal Essences shampoo and Actonel osteoporosis prescription medication. Two of the most recent ones to join the elite club are Crest and Iams, the high-end pet food that P&G acquired in 1999 and has since turned into a mass-market brand. Driven by aging baby boomers and image-conscious youngsters, demand for skin...
...getting better. To help seed demand for Actonel, for instance, the company set up bone-density screenings in chains like Wal-Mart. Pantene, a billion-dollar brand that had reached a plateau, has practically reinvented its marketing pitch and as a result is growing by double digits. Instead of targeting customers with normal, dry or oily hair, P&G has reclassified each kind of the shampoo based on the style consumers are looking for, from straight to curly to thicker. Olay, which has shed its greasy "Oil of" moniker, created early buzz about its Daily Facials cleansing cloths by handing...
...live off its existing brands for only so long without developing a new blockbuster product, the kind it hasn't had since the Always feminine pad debuted in 1983. The Swiffer electrostatic mop and ThermaCare heat wraps have been only modest successes. And despite the early encouraging reception for Actonel--and the prospect of promising future treatments for diabetes and female sexual dysfunction--the relatively small, billion-dollar pharmaceutical division is still a major question mark. As Duke University business professor Kevin Schulman argues, consumer products and drugs "have very different product life cycles. Compared with P&G's core...