Nexium “See What Can Happen”

This article is about elevating a prescription drug to the elusive status of “preferred brand” for doctors.

Nexium “See What Can Happen”

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months):

September 2007–May 2008

Start of Advertising/Communication Effort:

September 2007

Base Period for Comparison:

September 2006–May 2007

a) Introduction:

“The deepest principle...

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