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ORTHO PHARMACEUTICAL BREAKS NEW GROUND; GOES PUBLIC ON RISKS/BENEFITS OF THE 'PILL'

 ORTHO PHARMACEUTICAL BREAKS NEW GROUND;
 GOES PUBLIC ON RISKS/BENEFITS OF THE 'PILL'
 RARITAN, N.J., Sept. 10 /PRNewswire/ -- Ortho Pharmaceutical has once again come forth first to meet the needs of American women by using national consumer magazines as a forum to reveal no-nonsense information about the risks and benefits of taking oral contraceptives -- the "Pill."
 The company is launching the first ever broad scale national advertising campaign to feature a branded oral contraceptive. The ad, which features the country's most widely prescribed oral contraceptive, ORTHO-NOVUM 7/7/7(R), will begin appearing on Sept. 15 in October issues of several national consumer magazines, including Glamour, Mademoiselle, Self, Vogue, Health, and People.
 Entitled, "We've Come Full Circle Since 1960," the ad focuses on the way the Pill has changed women's lives since its introduction more than 30 years ago -- first, by giving women greater reproductive control than they ever had before, and now, by offering not only convenience and contraceptive effectiveness, but potential noncontraceptive health benefits as well.
 Breaking Through Barriers
 "We hope not only to dispel many of the myths that have surrounded Pill use for the past 30 years, such as the misconception that women need to take a break from the Pill periodically and that women need to go off the Pill when they reach their late '30s, but to encourage women to take a fresh look at oral contraceptives," said Ortho President Eric Milledge.
 The Pill remains the most popular birth control method in the United States, with 18.7 million users, according to the 1992 Annual Ortho Birth Control Study. In addition, oral contraceptives are the most widely researched pharmaceutical products in the world. As such, significant strides have been made over the past 30 years in lowering their dosage strengths -- by nearly 77 percent -- and accompanying side effects, while maintaining their safety and effectiveness. In this process, important information has also been gained about the Pill's potential non-contraceptive health benefits.
 "Our campaign gives women good news about using low-dose Pills such as ORTHO-NOVUM 7/7/7 for contraception -- that they may provide some protection against developing ovarian cancer and cancer of the lining of the uterus, may experience a decreased incidence of Pelvic Inflammatory Disease (PID), and a lower incidence of iron-deficiency anemia and ectopic pregnancies," Milledge added.
 According to Milledge, physicians will be receiving advance information about the ad campaign in keeping with Ortho's posture that, while third-party information is important, the physician remains a woman's most trusted ally when it comes time to make an informed decision about which birth control option to use. "It is widely accepted that women are continuing to make the majority of healthcare decisions for themselves and their families, including which contraceptive method they wish to use," Milledge said.
 However, the Pill may not be right for every woman. Serious risks, which can be life threatening, include blood clots, stroke, and heart attacks, and are increased if the user smokes cigarettes. Most side effects of the Pill are not serious. And those that are, occur infrequently. Cigarette smoking increases the risk of serious cardiovascular side effects, especially if the user is over 35. Women who use oral contraceptives are strongly advised not to smoke. Some studies have reported an increase in the risk of developing breast cancer among women who use oral contraceptives. However, the majority of studies have found no overall increase in this risk. Women should speak to their physicians about how this risk relates to their individual use of the Pill.
 Ortho's "Full Circle" ad was created by DDB Needham Worldwide. Headquartered in Raritan, N.J., Ortho Pharmaceutical has been an acknowledged world leader in contraceptive technology and a committed partner in women's health care issues for more than 50 years. Since the mid-1980's, Ortho, through its research arm, the R. W. Johnson Pharmaceutical Research Institute, has been the only major U.S. pharmaceutical company conducting significant contraceptive research and development in the United States.
 -0- 9/10/92
 /CONTACT: Rich Salem, 908-218-6136, or Clare Castaldo, 908-218-6116, both of Ortho Pharmaceutical Corporation/ CO: Ortho Pharmaceutical Corporation ST: New Jersey IN: MTC SU:


SM-OS -- NY003 -- 7844 09/10/92 09:01 EDT
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Date:Sep 10, 1992
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