Drugmakers discontinue TV ads for Vytorin

01/22/2008 | Forbes · Advertising Age (tiered subscription model)

Merck & Co. and Schering-Plough Corp. are removing television ads for their cholesterol-lowering drug Vytorin after study results showed the drug to be no more effective than its high-dose generic component. "We've made the decision to voluntarily and temporarily suspend direct-to-consumer broadcast advertising in light of mischaracterization and misinterpretation of the enhanced trial results," a representative for the drugmakers explained. Print ads for the product will continue to run, he said.

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