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Old drug, new claim: the women-in-towels Evista ad explained.

Publication: HealthFacts
Publication Date: 01-JUL-08 		Format: Online
Delivery: Immediate Online Access

Article Excerpt
The women in Eli Lilly's new ad campaign are attractive, healthy-looking and wearing nothing but towels. "Cut two risks with Evista. The only agent indicated to treat osteoporosis and reduce the risk for invasive breast cancer."

That two-for-one claim for Evista makes it different from other drugs taken by symptom-free people. Studies showed that the harm related to each disease drops a percentage point or two in those who took Evista, compared to those who did not. The drug is better than a placebo (or it would not get FDA...

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