Generics maker employs charitable marketing campaign in brand launch

02/6/2012 | Medical Marketing & Media

Generic-drug maker Watson Pharmaceutical has ventured into the branded business with women's health and urology product lines. The marketing campaign for oral contraceptive Generess includes a $5 donation from Watson for each prescription filled to a women's charity of the customer's choosing and a program to make the drug easier for health care providers to prescribe. "The charitable tie-in has driven a lot of mentions, increased awareness and given more visibility to the name Generess," Executive Vice President Fred Wilkinson said.

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