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`Upjohn Trying to Tun Around Rogane Sdts : Canpdgi Planned as Bddiess Remedy Fails to Meet Make ing Expectdions - laimes
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`Judy 2, 1989
`
`Upjohn Trying to Turn Around Rogaine Sales : Campaign
`Planned as Baldness Remedy Fails to Meet Marketing
`Expectations
`May 29, 1989 | PmmAssociatedPress
`
`E 77 M Kim 2 0
`
`.
`suemfiaflyprwmhm-bsremedyfimmdmflydsawswmddesperatehdmngnnnnmmngto
`docmorsforprescriptions.
`Today, those analysts—andmanyoonsumers—are disappointed, andflpjohnispreparinga new, more
`aggesiwmuhefinganmaignaimdatnnnwhouembmnamntwuaefinghebformehhdrbs
`mayhavepreventedthelnfromtryingthedrug.
`
`Upjohn says it is pleased with Rogaine's performanne and blames drug industry analysts—some ofwhom
`predided 1989 US. sales would top $300 mil1ion—for unrealistic expectations.
`
`Saw Runaway Success
`
`"Anynewproducttha1sawthesalesthatRogainedidinthefirstfewunnthswouldbedeemedan
`outstandingsneuess," saidUpjohnspoh-.swumanKaye Bennett. "Weexpectedto suooeedinthelongrlm,
`whiletheanalyststhoughtitvmuldbeamnawayslwooss."
`
`l'¥>>(
`
`My 1 Trick for Hair Loss
`cabokicom
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`Watch How I Get Full Head of Hair With This 1 Simple Trick. New
`Video
`
` Disappointedconsimers also mayhave set unrealisticupectatinnshyignoringUpjohn'swarningsthat
`MORE sT0"rs ABOUT
`Rogaine wouldn't workfor most men.
`
`"""'”“"“"
`
`flwughUpjohndoesmtmhawnlafiguresforspedficmodudgdrugiMmuyamly§RomM
`Nordmann of Paine Webber Inc. estimated domesticsales for Rogaine accounted for $11 million ofthe
`Kalamazoo—basedoompany's $755millioninnetsalesforthetirstthreemonthsof1989.
`
`While Rogaine's sales were more than double those for the fourth quarter of 1988, Nordmann said he
`interpreted the figures as
`
`'l'heprodncthascertainlybeenslowoutofthestartinggate,"hesaid.
`
`Therearemanyreasomfor Rogaine'ssluggishsales,researd:ersandhair-lossspedahstssay.Anmng
`them:
`
`- Upjohn's 8-month—old, $2o—million advertising campaign, featuring a man walking along a beach with
`the "see your doctor" phrase, may have been too low-key andvague.
`
`—Thep|-ice, about $50 for aone—months-upply and thenecessarylifelong commitment to its use.
`
`-Onoeyou stopusingRogaine,anyhairyou mayhavegrownbatiwillfallout. Ifthedrnghas stopped
`yourhairlo$,you‘llmalreupforlosttimeassoonasyouquit.
`
`Most baffling, however, is that companies featuringbogus haldnes remedies on late—night television
`
`Mh:IIa1icles.la imes_comI1$9415-Zgbtsinesslfi-774_1_rogdr|esdes4flr-loss-kedrnells-qjdnspokoswomm-kaye-bunelt
`
`1/3
`
`Page 1 of 3
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`SENJU EXHIBIT 2310
`
`LUPIN v. SENJU
`
`IPR2015—01099
`
`
`
`2/10/2016
`
`Upjohn Trying to Turn Around Rogaine Sales : Campaign Planned as Baldness Remedy Fails to Meet Marketing Expectations - la imes
`
`continue to outsell Rogaine by a ratio of about 10 to one, said Mike Mahoney, president of the American
`Hair Loss Council.
`
`"The biggest deterrent to Rogaine is that the man has to go to his doctor and admit that he is not
`comfortable with his hair loss. With the others, he can call a 1-800 number from the privacy of his own
`home," said Mahoney, whose nonprofit organization provides consumer information on hair-loss
`treatments.
`
`Upjohn's new marketing campaign will feature a toll-free number. The consumer will be connected with a
`hair-care specialist to discuss Rogaine and then will receive information on Rogaine via mail.
`
`Like the previous ads, Upjohn still won't refer to the drug by name. Food and Drug Administration
`regulations prohibit companies from advertising prescription drugs by name unless there also is a full
`disclosure of any warnings and potential side effects.
`
`Expectations Too High
`
`The company has released few details about its new marketing strategy, but says it's designed to identify
`and target the market for the drug, which was approved by the FDA last August.
`
`Though analysts see the new campaign as Upjohn's reaction to slow sales, the company insists that the
`more aggressive campaign always was part of its marketing strategy.
`
`Some of the blame for disappointment with Rogaine's results also lies with the consumer, who may have
`been expecting too much. Upjohn warned consumers from the start that the tonic wouldn't work at all for
`most men.
`
`Rogaine, the trade name for a substance called minoxidil, is recommended for men younger than 40 who
`have been losing hair for 10 years or less and who have an area of baldness 4 inches in diameter or less on
`the crown of the head.
`
`Clinical trials showed about 39% of men suffering from male-pattern baldness will grow some new hair
`back or stop losing hair after six to eight months on the drug.
`
`"If you're going to use this stuff, you've got to be patient and use it for a year," said Dr. David Whiting,
`medical director of the Baylor (University) Hair Research and Treatment Center in Dallas. "Otherwise,
`you'll never know if it would have worked."
`
`Bert Camp, a railroad engineer in Mineola, Tex., saw results after about three months on Rogaine.
`
`"Since I started using it, I've definitely seen some new hair growing," said Camp, 46. "And for 10 years, I've
`been using everything that I could get my hands on to stop hair loss."
`
`More Effective on Women
`
`Still, Camp said Rogaine was "too expensive, especially since I'm going to have to use it for the next 20 or
`30 years."
`
`At the 2,270-store Rite Aid pharmacy chain in Harrisburg, Pa., a spokeswoman said Rogaine sales had been
`slower than expected.
`
`Rogaine may almost double its market if the FDA approves it for use by women. Of the 50 million
`Americans losing their hair, 20 million are women, and clinical trials have found the drug to be slightly
`more effective on women, Bennett said.
`
`Upjohn also is working on advanced application methods for the alcohol-based solution, which tends to be
`messy to apply, as well as teaming up with Procter & Gamble Co. on new ingredients designed to increase
`efficacy and to create new minoxidil products, such as a cream.
`
`http://articles.latimes.com/1989-05-29/business/fi-774_1_rogaine-sales-hair-loss-treatments-upjohn-spokeswoman-kaye-bennett
`
`2/3
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`Page 2 of 3
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`2/102016
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`Upjom Trying to Tun Around Rogdne Sass : Canpagx Planned as Baldness Remedy Fa‘Is to Meet Maketing Expectations — la imes
`
`S-I
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`_l-Zmul flame
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`fl1p1Iatic|es.ldimes.cunl1§B-(XS-29IbtsinessIfi-774_1_rogdrIe-sdes-Ifir-|oss-tredmerls-Lpjdn-spol(eswana'r-Kaye-bernalt
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