MedImmune said it will boost sales of its FluMist vaccine by slashing the vaccine's price and dumping a consumer-oriented marketing campaign in favor of direct appeals to physicians. "We are going back to basics," said Armando Anido, the company's senior vice president of commercial operations. A single dose for medical professionals will sell for $23.50, but the company still must win over doctors who were leery of storing and administering a vaccine containing a live, weakened flu virus.

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