NEW INSULIN TO HIT MARKET
By Adnews Staff
Eli Lilly Canada announced this week that a new insulin product has been approved by the Health Protection Branch of Health Canada. Called Humalog, the insulin is absorbed more quickly than other insulins, reducing blood glucose levels faster after a meal. While other insulins must be injected 30-60 minutes before mealtimes, Humalog can be injected within 15 minutes of a meal, allowing diabetics to lead a more flexible lifestyle. Humalog will become available in Canada in November. A national trade print advertising campaign will support the launch of the product. Jeffrey Simbrow Associates of Toronto is handling both the advertising and the media buy. Agency senior account director Lily Wong told Adnews the company hopes to begin a direct-to-consumer ad campaign in the new year.