Firms quick to promote alternatives to Rezulin

Within days after Warner-Lambert withdrew Rezulin from the market at the request of the Food and Drug Administration, press releases were issued by competing drug companies advising of replacement products. A week later, fullpage advertisements appeared in newspapers urging Rezulin users to see their

The competing firms took advantage of the fast-breaking opportunity. Rezulin had a 32-percent share of the market, with about 500,000 patients, and was losing ground, as patients were being switched to the other glitazones - Avandia and Actos.

"There's a safer way to help treat your type 2 diabetes," said an ad from SmithKline Beecham that described the benefits of Avandia (rosiglitazone maleate). "It is a much safer alternative to Rezulin," said the ad, which appeared in The Wall Street Journal and other newspapers. Sales of Avandia are expected to rise sharply. Quantum Group, a unit of CommonHealth, is the agency of record for Avandia.

"As an option, ask your healthcare providers about Glucophage (metformin HCI), the #I prescribed type 2 diabetes pill in the United States" stated an ad from Bristol-Myers Squibb. The ad appeared in The New York Times.

A press release and full-page newspaper ad from Takeda Pharmaceuticals America suggested Actos (pioglitazone HCl) "has the broadest indications of any glitazone." The release said that Takeda and co-marketer Eli Lilly were assisting physicians in changing patient therapy by providing increased number of professional samples.

Ads from all companies provided product information in consumer language, phone numbers for further information, and brief summary of labeling.

SmithKline Beecham said it will be "offering special services for type 2 diabetes patients to get more information about glitazones, according to the company's press release. "Avandia is a clear choice for patients who need to transition from Rezulin ..."