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Store brand Vioxx alternatives

This article was originally published in The Tan Sheet

Executive Summary

Leiner Health Products is capitalizing on Merck's recent withdrawal of Vioxx (rofecoxib) through in-store signage for its store-brand pain relievers. Leiner is working with retailers to place shelf-talkers with phrases such as "proven safe and effective to treat minor arthritis pain" next to products like naproxen sodium. The effort follows a recent spate of ads touting OTC use over COX-2 inhibitors (1"The Tan Sheet" Oct. 11, 2004, p. 3)...

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