PRINCETON, NJ: Wyeth-Ayerst Laboratories, the pharmaceutical
division of American Home Products, has handed the account for its
antidepressant drug Effexor over to Porter Novelli's healthcare
Previously, Edelman was in charge of the Effexor brand. It took the drug
through its launch phase, and also helped with the creation of the
Effexor website. No reason was given for the change in agencies.
A potential blockbuster, Effexor was given FDA approval in 1994. The
drug is used to treat depression and generalized anxiety disorder
Its main competitors are Eli Lilly's Prozac, Pfizer's Zoloft, and
GlaxoSmithKline's Paxil. In 2000, the drug posted retail sales in excess
of $800,000, and was ranked 24 in Drug Topic magazine's Top 200
Brand Name Drugs by retail sales in 2000. It is the only drug authorized
to treat both depression and GAD.
Porter Novelli's other healthcare clients include Pfizer,
Schering-Plough, Novartis, Bristol-Myers Squibb, and Abbott Diagnostics.