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>>i-frontier NEWS: XENICAL advances online DTC campaign with i-frontier
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Aparna Mukherjee, i-frontier
(215) 775-2250, ext. 180
aparna@i-frontier.com
http://www.i-frontier.com
XENICAL advances online direct-to-consumer and health professional campaign
with i-frontier
March 29, 2000 (Philadelphia, PA) - Hoffman-La Roche, one of the world’s
leading healthcare companies, has selected agency-of-record i-frontier to
develop and manage its online campaigns for XENICAL (orlistat), the only
FDA-approved prescription fat blocker.
“Our selection of i-frontier was based on their unique ability to identify
quickly online opportunities that support our overall brand strategy,” said
Dan Reinhardt, product director of Roche Laboratories, the U.S.
pharmaceutical unit of Hoffman-La Roche.
“We’re excited that i-frontier has been chosen to handle such a high-profile
product with excellent consumer reach and benefits,” said Brad Aronson,
i-frontier’s president and founder.
“Too many overweight individuals are not actively seeking weight management
treatment because they don’t understand the risks associated with diabetes,
hypertension and high cholesterol. XENICAL’s Internet initiatives provide
the information and support consumers need and the clinical resources
healthcare professionals require.”
The Philadelphia-based interactive advertising agency will manage all online
marketing and communications, media plans, strategy and development for
XENICAL, working in tandem with the drug company’s internal creative team.
The new partnership has already started with the development of an online
campaign based on education and motivation of significantly overweight
consumers through branded and non-branded creative efforts. The agency will
also offer services to reinforce its Internet-based efforts, including
strategic consulting on three sites: XENICAL.com, Xenicaleducation.com and
XeniCare.com. XENICAL is currently available in most major countries. To
date, more than two million patients have been treated with XENICAL
worldwide.
About i-frontier
Founded in 1996, i-frontier (www.i-frontier.com) is an Internet advertising
agency. The Philadelphia-based company manages Internet ad campaigns for
major companies and consumer brands, including Claritin, Discovery Channel
and Discovery Health, XENICAL, Afrin, Star Trek Universe, AstraZeneca,
HoopsTV.com, Electronics Boutique, 4anything.com, SmithKline Beecham, and
StarMedia Network, Latin America’s largest Internet portal. A recipient of
numerous awards and praise from industry observers, i-frontier is ranked
among the leading interactive agencies working on the Web.
About Hoffmann-La Roche
Roche Laboratories Inc. (<http://www.rocheusa.com/>) is a wholly owned
subsidiary of Hoffmann-La Roche Inc. (Roche). Roche, based in Nutley, N.J.,
is the U.S. prescription drug unit of the Roche Group, a leading
research-based health care enterprise that ranks among the world’s leaders
in pharmaceuticals, diagnostics, vitamins, and fragrances and flavors. Roche
discovers, develops, manufactures and markets numerous important
prescription drugs that enhance people's health, well-being and quality of
life. Among the company’s areas of therapeutic interest are: virology,
including HIV/AIDS and hepatitis C; infectious diseases, including
influenza; cardiology; neurology; oncology; transplantation; dermatology;
and metabolic diseases, including obesity and diabetes.
This article courtesy of http://www.go-by-frontier-airlines.info.
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