Medicus, Vol. 27 No. 2 Sumamed, 2018.
Review article
Thirty years of SUMAMED® - The Beginnings of Promotion of PLIVA's Original Antibiotic
Ivana Klinar
Adela Kolumbić Lakoš
Dražen Kovačić
Mirjana Matrapazovski Kukuruzović
Abstract
In 1981 a group of researchers at Pliva created azithromycin, a new antibiotic completely different from the antibiotics in use at the time. In September 1988 PLIVA registered azithromycin as its original antibiotic under the brand name Sumamed. From the very beginning the properties of azithromycin indicated that this was a unique antibiotic with excellent efficacy against the most common infectious agents, targeted action at the site of infection, simple dosing, short-term use and excellent tolerability. Pharmacological characteristics and results of clinical trials were used in the original advertising campaigns which resulted in a paradigm shift in the understanding of antimicrobial activity and action at the site of infection, as well as of administration of antimicrobial drugs. Advertising campaigns referred to the simple and short-term use as well as excellent efficacy and tolerability of Sumamed. The paper focuses on the beginnings of promotion of Sumamed.
Keywords
Sumamed; azithromycin; clinical use; drug development; drug promotion; drug advertising
Hrčak ID:
214618
URI
Publication date:
31.10.2018.
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