New ORUDIS KT Pain Reliever Gains Substantial Market Share with Aggressive Rx-to-OTC Switch.
The new potent analgesic quickly surpassed existing brands Motrin IB and Bayer Aspirin after being introduced for retail sale in November.
"The results demonstrate consumer interest in the potency of ORUDIS KT plus the success of our aggressive efforts to get ORUDIS KT on shelf quickly and begin advertising within two days of launch," says Terry Stecz, President, Whitehall-Robins Healthcare.
In an unprecedented 24-hour, nationwide distribution effort, more than 20,000 trucks were mobilized to deliver ORUDIS KT to more than 30,000 retail outlets across the nation. It's the largest overnight delivery of a new medication to retail stores that Whitehall-Robins has ever undertaken.
"Doctors are already familiar with the prescription product ORUDIS(R)," says David Goddard, MD, Chief of the Long Island College Hospital's Division of Rheumatology. "It's a fast-acting, potent medication that has been successfully prescribed for pain relief for more than nine years, and is now available to consumers over-the-counter in a non-prescription strength."
Retailers confirm ORUDIS KT's marketplace acceptance. "ORUDIS KT has made a surprisingly strong, early impact on the over-the-counter pain relief category at American Drug Stores," says John Spellman, Analgesic Category Manager of American Drug Stores, which operates the OSCO and Sav-on drugstore chains.
ORUDIS KT contains 12.5 mg of ketoprofen, a fast-acting pain relieving ingredient formerly available by prescription only under the brand name ORUDIS, which was introduced in the United States by American Home Products' Wyeth-Ayerst division in 1986. More than 18 million prescriptions for ORUDIS have been written and nearly a billion tablets sold.
Launched on November 9, ORUDIS KT is indicated for the temporary relief of minor aches and pains of the common cold, headache, toothache, muscular aches, backache, the minor pain of arthritis, menstrual cramps, and the temporary reduction of fever.
Whitehall-Robins Healthcare, a division of American Home Products Corporation, is a leader in the research and development, manufacturing and marketing of a broad range of consumer health care products. The company's products are focused on analgesics, cough/cold/allergy remedies, vitamin and mineral supplements, hemorrhoidal and asthma relief and lip care.
American Home Products Corporation is one of the world's largest research-based pharmaceutical and health care products companies and is a leading developer, manufacturer, and marketer of prescription drugs and over-the-counter medications. It also is a leader in women's health products, vaccines, generic pharmaceutical, biotechnology, agricultural products, animal health care, medical devices, infant nutritionals and food products. -0- Editor's Note: Interviews and press materials, including product photos, are available upon request.
Carol Dornbush, 201/660-6805
Cohn & Wolfe
Stefanie Miller, 212/598-3643
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|Date:||Jan 9, 1996|
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