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“THE PATCH”

“THE PATCH”. NAKIA WATSON 11/2/07 INTRO TO MARKETING. ORTHO EVRA’S PATCH. The Ortha Evra patch is an estrogen based contraceptive (birth control). Introduced on the market in April of 2002. Manufactured by Ortho Mcneil Pharmaceutical, Inc based in Raritan, New York. HOW IT WORKS!.

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“THE PATCH”

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  1. “THE PATCH” NAKIA WATSON 11/2/07 INTRO TO MARKETING

  2. ORTHO EVRA’S PATCH • The Ortha Evra patch is an estrogen based contraceptive (birth control). • Introduced on the market in April of 2002. • Manufactured by Ortho Mcneil Pharmaceutical, Inc based in Raritan, New York.

  3. HOW IT WORKS! • The patch is applied to the upper outer arm, the upper torso, the abdomen, or the buttocks. • Once placed on the skin, the drug is released into the bloodstream. • Helps prevent ovulation (egg is not released). • Thickens cervical muscles so that sperm is less likely to enter the uterus.

  4. WHO THEY MARKET • Women who have active lifestyles (the adhesive on the patch is like no other- it stays on in water, sweat, bathing and in the shower. • Teens (it’s too hard to remember to take a pill everyday, the patch stay on for 7 days at a time). • Women experiencing serious menstrual cramps (if the patch is placed on the abdomen, the drugs that are released helps stop cramping).

  5. PROBLEMS • The patch has 60% more estrogen then the pill • The serious amounts of estrogen caused blood clot related injuries and deaths. • Ortho Evra did not put a warning label on their product. • In the first 2 years, 17 women between ages of 17 and 30 died form blood clot related injuries • In 2004, 12 more young women died from the patch. • Dozens more survived strokes and other blood clot related injuries.

  6. REPORTED DEATHS • Zakiya Kennedy-18yr old fashion student, collapsed and dies in a NY subway station. • Sasha Webber-25yr old mother of 2, died of a heart attack after 6 weeks of using the patch. • These women were obviously at low risk for blood clots.

  7. NEW MARKETING • Although approved by the FDA without the warning label, Ortha Evra has now created a warning label with true risks. • Issued a warning to healthcare providers • Incleded results from 2 studies by Johnson and Johnson on their warning label.

  8. Works Cited

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