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Aiming Young

Tuesday, September 9, 2008

Some drugmakers are pitching their medications directly to teens and trying new ways to get their attention. Here are examples:

Drug: Differin (acne)

Maker: Galderma Laboratories

Teen appeal: Ads on MTV and ABC Family, and in Seventeen magazine. Web site has a section just for teens. Home page shows clear-skinned, cool-clad teens.

Drug: Gardasil (HPV vaccine)

Maker: Merck

Teen appeal: Girls and women who get the vaccine (approved for ages 9 to 26) can have reminders for booster vaccines texted to their cellphones; Gardasil also has a Facebook page.

Drug: Yaz (birth control pill)

Maker: Berlex Laboratories

Teen appeal: Ad uses a song recorded by the Veronicas, a band popular with teens and often viewed on MySpace.

Drug: Tazorac (acne)

Maker: Allergan

Teen appeal: Web site says, "Start fighting acne before school starts."

Drug: Nuvaring (birth control)

Maker: Organon

Teen appeal: Teen-themed Web site includes horoscopes, a poetry kit and cards that girls can send to friends.

Drug: Nasonex (allergy)

Maker: Schering

Teen appeal: Voice-overs for bee, a central character in TV ads, are done by a man teens know well from the "Shrek" movies, Antonio Banderas.

-- Francesca Lunzer Kritz

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