CommonHealth's Quantum Group Launches Direct-to-Consumer Campaign for Elidel.

Business Editors/Health/Medical Writers

PARSIPPANY, N.J.--(BUSINESS WIRE)--Jan. 7, 2003

The Quantum Group, CommonHealth's agency dedicated exclusively to building consumer healthcare brands, today announced the launch of a direct-to- consumer (DTC) television campaign for Novartis Pharmaceutical's Elidel(R) (pimecrolimus) Cream 1%, the first non-steroid prescription cream approved for the treatment of mild to moderate eczema in patients two years of age or older.

CommonHealth (www.commonhealth.com) is the world's leading healthcare-communications resource and a WPP Group (LSE:WPPL.L;NASDAQ/ADR:WPPGY; www.wpp.com) company.

The Quantum Group has developed a :60 second television spot for Elidel in an effort to create an immediate connection with the eczema sufferer by visually depicting what it is like living with mild or moderate eczema. The ad is meant to educate consumers that Elidel is an effective steroid-free prescription treatment option for patients who have already tried other therapies.

"In focus groups, we saw the frustration eczema sufferers experience living with this chronic skin condition--from the recurring itchy rash, the frequent moisturizing, and trying many prescription and over-the-counter treatments," notes Susanne Budofsky, vice president, management supervisor at The Quantum Group. "In the television spot, the problems associated with eczema, along with the relief Elidel offers, are presented in a bright, upbeat way," adds Bob Adsit, senior vice president, creative director. "In doing so, Novartis offers eczema sufferers a positive, hopeful therapy, while avoiding the common mistake of over-dramatizing the suffering."

In addition to the television spot for Elidel, The Quantum Group has also developed patient education materials and a series of complementing print ads to begin running in February consumer publications.

CommonHealth comprises The Quantum Group, Thomas Ferguson Associates, Adient, Noesis Healthcare Interactions, The Xchange Group, Health Learning Systems, ProCom International, The Conectics Group, MBS/Vox, Enterprise IG Health, EinsonHealth, MD/Salud, Shire Health New York, CommonHealth Europe, CommonHealth Australia and CommonHealth Kyowa.

CommonHealth also has partnerships with the following companies: Ogilvy Healthcare Network, CIA Medianetwork, Medical Broadcasting Company (MBC), Pedagogue Solutions, PDI and SoftWatch.