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Amgen's new Prolia TV ad takes a familiar tack. It features a longtime spokesperson, actress Blythe Danner, and it re-ups the bone-strengthening message aimed at postmenopausal women.
But the new ad appears at a time when Prolia is suddenly more important to Amgen's portfolio. The company's next-generation osteoporosis drug, romosozumab, had only recently been turned back at the FDA on worries about heart safety. The agency asked Amgen and partner UCB to beef up their application with more data.
In the ad, Danner, who takes Prolia, strolled in the woods with friends and asked, “When it comes to strong bones, are you on the right...