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Freedom Communications Launches Social Site OrangeCounty.com; OCTA Redesigning Site
MEDIA & MARKETING
Amid slower sales of its high-profile Botox wrinkle filler, Irvine's Allergan Inc. is gearing up an advertising launch for Latisse, the first FDA-approved cosmetic eyelash enhancer.
Latisse is the drug maker's newly approved product to enhance the thickness, length and darkness of eyelashes.
Costa Mesa-based Pacific Communications, which is owned by Allergan, will be handling all of the communication for the professional and patient side of the advertising push.
Allergan got approval to sell Latisse for growing eyelashes late last year. The drug uses bimatoprost, the active ingrethent in its Lumigan drug for treating glaucoma.
Early estimates are that sales of Latisse could exceed $500 million annually for the drug maker.
Pacific Communications primarily will be targeting doctors through advertisements, Web sites and Allergen's field sales force, said Henry Lee, senior vice president and director of client services at Pacific Communications.
"We have developed all of the collateral for the sales representatives to use while sitting with a doctor," Lee said.
The healthcare ad shop is launching a Web site aimed specifically at doctors that is expected to launch sometime next month. The professionals Web site will be different from the consumer Web site, www.latisse.com, which...