NEW PAIN RELIEVER ON U.S. MARKET
By Adnews Staff
American Home Products launched a new pain reliever called Orudis KT in the U.S. last month . The U.S. company's Canadian headquarters hasn't tried to get the drug approved by the Health Protection Branch of Health Canada yet, Canadian president Malcolm Seath told Adnews this week. "We are following its progress in the U.S. and evaluating its potential for Canada." American Home received U.S. regulatory approval on Nov. 8 and had the drug on store shelves the next day. A TV campaign started 31 hours later. Commercials were created by Partners & Shevack of New York. Orudis KT is the over-the-counter version of ketoprofen, which American Home has sold as a prescription drug since 1986. The company says clinical tests showed a 12.5-milligram dose of Orudis KT is as effective as 650 milligrams of aspirin, while 25 milligrams of Orudis KT are as effective as 400 milligrams of ibuprofen.