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`U john Tryin to Turn Around Rogaine Sales : Campaign
`Plgumed as Ba dness Remedy Fails to Meet Marketing
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`My 1 Trick for Hair Loss
`caboki.com
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`Watch How I Get Full Head of Hair With This 1 Simple Tn’ck. New
`Video
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`1I3
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`Page 1 of 3
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`SENJU EXHIBIT 2310
`
`LUPIN v. SENJU
`
`IPR2015—0ll00
`
`

`
`2/10/2016
`
`Upjohn Trying to Turn Around Rogaine Sales : Campaign Planned as Baldness Remedy Fails to Meet Marke ing Expectations - latimes
`
`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://ar icles 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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`

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`2I1(YJ)16
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`Page 3 of 3