Pharmacia & Upjohn, Inc.: Ask Your Doctor campaign

Robert Schnakenberg

In 1988 Pharmacia & Upjohn, Inc., began marketing a new hair-restoring tonic named minoxidil under the trade name Rogaine.

Pharmacia & Upjohn, Inc.: Ask Your Doctor campaign

Robert Schnakenberg

Overview

In 1988 Pharmacia & Upjohn, Inc., began marketing a new hair-restoring tonic named minoxidil under the trade name Rogaine. At first the product was available only by prescription. Early ads encouraged potential users—mostly young men at the onset of baldness—to "ask your doctor" about hair loss. This approach allowed the makers of Rogaine to skirt regulations of the U.S. Food and Drug Administration (FDA) prohibiting the promotion of a prescription drug without reference to its side effects.

The ads generated significant consumer interest in Rogaine and helped establish the...

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