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'Move to AMITIZA' Advertising Campaign Underscores the Power of Not Letting Chronic Constipation Slow People Down
Date:11/6/2007

Ads Creatively Depict the Predictable Relief Provided by the Only

Commercially Available Prescription Treatment for Chronic Idiopathic

Constipation in Adults

DEERFIELD, Ill., Nov. 6 /PRNewswire/ -- Takeda Pharmaceuticals North America, Inc. and Sucampo Pharmaceuticals, Inc. today announced the launch of the first direct-to-consumer (DTC) advertising campaign for AMITIZA(R) (lubiprostone), the only commercially available prescription treatment for Chronic Idiopathic Constipation in adults. The "Move to AMITIZA" campaign illustrates that the predictable relief (defined as 57%-63% had a spontaneous bowel movement within 24 hours with AMITIZA vs. 32%-37% with placebo) provided by AMITIZA may allow people living with chronic idiopathic constipation to move throughout their day without letting their condition slow them down.

"This is welcome news for the millions of Americans who live with Chronic Idiopathic Constipation," said Charles Baum, M.D., medical director, Gastroenterology at Takeda. "This condition remains largely under-treated, in part because only about one in four patients with Chronic Idiopathic Constipation ever visit a physician for treatment-either because people are embarrassed to talk about it, or because they may not be aware that prescription treatment options are available."

The ads, targeting women age 40 years and older, will run in various print and broadcast outlets and encourage people with Chronic Idiopathic Constipation to visit their doctor.

"Through our research, we learned that people with chronic constipation feel the condition slows them down," said Aimee Berner, marketing director, Gastroenterology at Takeda. "According to a nationwide survey conducted by Braun Research, 82 percent of women with chronic constipation have taken over- the-counter medications for relief; and nearly 60 percent of these women report that the treatments work only some of the time or not at all
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SOURCE Takeda Pharmaceuticals North America, Inc. and Sucampo
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