Articles by Sharon DeBacco - Pharmaceutical Executive


Articles by Sharon DeBacco

Sharon DeBacco

Consumer marketing communications

Case Study: Brand Equity in Acid Reflux
April 1, 2002

A targeted effort that supported the 2001 launch of AstraZeneca's gastroesophageal reflux disease (GERD) treatment Nexium (esomeprazole) struck a fine balance in building brand equity while encouraging appropriate use of the new medication. Nexium succeeded Prilosec (omeprazole), the long-time market-leading proton pump inhibitor (PPI) that achieved US sales of $3.7 billion in 2001. Research showed that patients could benefit from another treatment alternative. Nexium was launched to the medical community on the strength of data comparing it with Prilosec.


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