Word: tylenols
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...would no longer sell any of its over-the-counter drugs in capsule form. The pharmaceuticals maker saw the move as the best hope of preventing a recurrence of the still unsolved poisoning of Diane Elsroth, 23, of Peekskill, N.Y., who died Feb. 8, after swallowing two Extra-Strength Tylenol capsules laced with potassium cyanide. Said Burke at a press conference: "We take this action with great reluctance and a heavy heart. But since we can't control random tampering with capsules after they leave our plant, we feel we owe it to consumers to remove capsules from the market...
...decision will cost Johnson & Johnson as much as $150 million to recall its capsules and scrap their production. In addition to Tylenol, Johnson & Johnson made and sold capsule forms of Sine-Aid, a remedy for sinus congestion, and Dimensyn, a medicine for the relief of menstrual pain. The capsule form of Tylenol amounted to about 30% of the pain reliever's estimated 1985 sales of $525 million. To make up for its loss, the company last week began promoting Tylenol in the form of caplets, which are the smooth, elongated tablets that Johnson & Johnson began producing in 1983, after seven...
...huge consumer demand for capsules still exists despite the Tylenol scare. Many people find the gelatin-cased medicine easier to swallow and less bitter than tablets. The bright color combinations of capsules also make them more readily identifiable. Moreover, because so many prescription medicines come in capsule form, a common--but false--impression has arisen that capsules are more effective than tablets...
After the Chicago poisonings, which caused Tylenol's share of the pain- killer market to plunge from 35% to 7%, Johnson & Johnson staged what industry experts called a "miracle" comeback. The company spent an estimated $300 million to recall 31 million old packages of Tylenol capsules and promote new ones that were "triple sealed" to resist tampering. Now the company must restore confidence yet again. It will not be easy: the poisoned woman's mother described the plan to withdraw capsules from the market as "three years too late...
...consumers see it." The company's stock price went up 1 1/2 points last week, to 49, in contrast to a fall of 5 3/4 during the week after the poisoning. Investors generally believe that Johnson & Johnson (1985 revenues: $6.4 billion) has the financial wherewithal to preserve Tylenol's position as the best-selling nonprescription pain reliever. During 1985, the brand held a 34% share of the $1.6 billion market. The company's debts are low, and it holds a cash reserve of some $800 million...