LOS ANGELES, Calif., September 29, 1998 (PRIMEZONE) -- The first TV commercials to promote the USA's leading anti-depressant medication hit cable TV this week. Three one-minute commercials from pharmaceutical giant Eli Lilly don't mention Prozac by name. Instead, consumers are encouraged to call a toll free number to learn more about depression and prescription medication for it.
"Because Prozac is a leading anti-depressant, if more people come into treatment, Eli Lilly will benefit," said media expert and author Michael Levine, explaining why Prozac is not mentioned in the commercial.
Although no budget was disclosed for the spots, they will air until the end of the year on cable outlets such as CNBC, USA Network and the Discovery Channel. Prozac worldwide sales totaled $2.6 billion last year, up 8.4 percent from 1996.
Michael Levine said the company wants to avoid criticism of direct to consumer advertising for prescription drugs. "When advertisers don't put the name on the product in their ads, they're nervous," said Levine. "I think they're being smart. A lot of people don't understand clinical depression."
TV advertising for pharmaceuticals has increased since the Food and Drug Administration lifted restrictions on TV ads for prescription drugs last year.