NEW CANCER TREATMENT
By Adnews Staff
Canada is one of the first countries to have a new drug for cancer. Rhone-Poulenc Rorer Canada introduced the new treatment for breast and lung cancer to the Canadian market last week. Medical journal advertising for the drug, called Taxotere, began last week. The ad was created by Ferguson 2000 of New Jersey and placed in Canada by Sudler & Hennessey/Gall of Montreal. Taxotere will be put on the U.S. market some time next year. The drug is used in the treatment of patients with advanced breast and non-small cell lung cancers. Clinical studies have shown that it has the highest reported response rate of any drug used to treat breast cancer. It has been approved for the treatment of non-small cell lung cancer after the most common treatment has failed. Each year almost 40,000 Canadians are diagnosed with breast or lung cancer in Canada.