He added, "We expect the consumer advertising and publicity campaign associated with the launch of ZEGERID OTC to increase consumer and physician awareness of the ZEGERID brand. Santarus is working to capitalize on this anticipated increased awareness through a significant promotional campaign for our prescription products focused on approximately 45,000 physicians who prescribe PPI products but are not called on by our sales force. The new Santarus campaign includes journal advertising, teledetailing, direct mail and e-mail promotion, Internet outreach and the availability of product samples."

Santarus is continuing to manufacture, promote and sell its ZEGERID (omeprazole/sodium bicarbonate) prescription products in both 20 mg and 40 mg dosage strengths of omeprazole in the U.S. prescription market for PPI products. Approximately 97% of ZEGERID Capsules prescriptions are written for the 40 mg dosage strength. Prescription strength ZEGERID is indicated for the treatment of heartburn and other symptoms associated with gastroesophageal reflux disease (GERD), for the short-term treatment (4-8 weeks) of erosive esophagitis diagnosed by endoscopy, for maintenance of healing of erosive esophagitis (controlled studies do not extend beyond 12 months), and for short-term treatment (4-8 weeks) of active benign gastric ulcers and active duodenal ulcers, and for reduction of risk of upper gastrointestinal bleeding in critically ill patients (only powder for oral suspension 40 mg; use beyond 14 days has not been evaluated).

Source Santarus