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Both Patients and Physicians Most Frequently Recall Roche's Boniva Messages and Link Them to the Sally Field Osteoporosis Campaign
Date:9/9/2009

lts and analysis, Actonel and Boniva's 2008 overall promotional spend was very similar. However, Roche's success, particularly in the direct-to-consumer space, is probably attributed to the Sally Field promotional campaign. While patients and physicians find Actonel's messages appealing, they frequently attribute Actonel's message to Boniva in brand recall tests. These findings suggest that Actonel's messages are resonating with consumers, but that Sanofi-Aventis/Procter & Gamble needs to better differentiate the agent from Boniva in their promotional campaigns," added Dr. Westphal.

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