Novartis AG: Tummies campaign

Mark Lane

At the turn of the millennium pharmaceutical giant Novartis AG of Switzerland boasted a wide range of products, including one of the industry's most promising stables of prescription drugs awaiting government approval.

Novartis AG: Tummies campaign

Mark Lane

OVERVIEW

At the turn of the millennium pharmaceutical giant Novartis AG of Switzerland boasted a wide range of products, including one of the industry's most promising stables of prescription drugs awaiting government approval. The drug Zelnorm, indicated for women suffering from Irritable Bowel Syndrome (IBS) with constipation, was poised to become one of the company's biggest sellers upon winning the approval of the U.S. Food and Drug Administration (FDA), but amidst controversy surrounding another IBS medication, Zelnorm's application for approval was denied in 2001. A surprise FDA reversal in 2002 brought Zelnorm to the...

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