Aventis Tritace: How Tritace found and saved endangered heart patients - IPA Effectiveness Awards Case Study 2004

Brief Description: Tritace was a 10-year-old prescription drug for hypertension nearing the end of its patent life when a clinical trial showed that in certain types of heart disease patients it could dramatically reduce the risk of premature death. A creative campaign was developed to help doctors identify and prescribe Tritace for these patients. Due to this campaign and support activity, Tritace sales more than doubled from £52m to £108m from July 2001 to January 2003 ;---(TAGS)--- Full Title: How Tritace found and saved endangered heart patients ; Number: 2004/39 ; Brand Name: Tritace ; Client: Aventis ; IPA_ProductCoding: Pharmaceuticals (Prescription drugs) ; Agency: Lowe Azure ; Author: John Flaherty, Jon Watson ;