P&G Reports Record Launch Year for Aleve

Article excerpt

More than one year after its launch, Aleve (naproxen sodium) has proven that it's more than just another contender in the over-the-counter pain relief market. According to Thomas A. Moore, president of health-care products for Procter & Gamble Co., Aleve is the first drug in its category with sales of more than $100 million in its first year.

The analgesic was launched in June 1994 by Procter-Syntex Health Products, a joint effort of Procter & Gamble Co., Cincinnati, and Syntex Laboratories, Palo Alto, Calif. Estimates place the advertising and promotion budget or the introduction at about $100 million.

As an indication that it intends to continue its strong marketing support, Procter-Syntex reported it is updating the "Pain Talk" brochure it has used to introduce the product. The publication aims to help people communicate about pain.

More than eight million copies of the original "Pain Talk" have been distributed in the past year, said a company spokeswoman. Pharmacists and consumers can obtain free copies of the updated brochure by calling 1-(800) ALEVE-94.

Proctor-Syntex is also continuing a consumer hotline that it set up last year. Between June 1994 and June 1995, customers called to make comments and to ask more than 65,000 questions. …