Word: ciba
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...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...
...approved by the FDA, arrived on the market just in time to cash in on several million New Year's resolutions. Backed by a massive ad campaign, marketer Marion Merrell Dow Inc. quickly created a huge demand, which soon outstripped supply. That was good news for rival Ciba-Geigy Corp., which now claims more than half the market, in contrast to about 30% for Nicoderm. But Ciba-Geigy, which has already sold more than 70 million Habitrol patches, has been forced to curb promotion and ration its product, allowing newcomer ProStep, introduced by American Cyanamid Co., to grab...
...underscore the pitfalls of direct-to-consumer advertising, Kessler points to an ad for Actigall, a medication for gallstones. The ad, which ran in newspapers and magazines around the U.S., suggests that the Ciba-Geigy product is a good alternative to surgery. Kessler objects because surgery is the preferred treatment in most cases. Though many people find the drug ads helpful, doctors share Kessler's concern. "The consumer can take a little bit of information and come to the exact opposite conclusion that he should," says the American Medical Association's Dr. M. Roy Schwarz...
...cost conflict is particularly acute for the U.S. drug industry, which continues to dominate the $130 billion world pharmaceutical market. Although the global industry has always boasted its share of non-U.S. giants, such as Switzerland's Ciba-Geigy and West Germany's Bayer AG, American firms average 40% of their sales outside the country. This year's three biggest drug-company mergers all involved U.S. companies. Bristol-Myers (1988 sales: $6 billion) joined Squibb of Princeton, N.J. ($2.6 billion); Philadelphia's SmithKline Beckman ($3 billion) merged with Britain's Beecham ($3 billion); Merrell Dow ($1.3 billion) of Midland...
...maker of prescription pharmaceuticals and one of the most profitable companies on earth. But lulled by the success of Valium, whose U.S. patent expired four years ago, the company failed to keep pace in the '80s with such aggressive rivals as U.S.-based Merck and Swiss neighbors Sandoz and Ciba-Geigy. Symbolic of Hoffmann-La Roche's backward ways was the firm's thinly held stock, the most expensive traded anywhere. In the past year the price of a single share of Hoffmann-La Roche climbed to more than...