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The Five Brands That Made News in 2009

|Includes: GSK, Johnson & Johnson (JNJ), MTXX, NVS
Tylenol (J&J):  Tylenol suffered a series of missteps, bad press and problems over 2009 that challenged the brand's long standing equity of safe use.  These included:  1) an FDA study group confirming the liver toxicity of acetaminophen as a concern; 2) thTylenole FDA acting to downsize the dosing instructions for acetaminophen including some combination products to avoid overdose;  3) bacterial contamination of a Tylenol product indicated for children; 4) chemical contamination of a Tylenol product indicated for the elderly; 5) a clinical trial demonstrating that acetaminophen dosing prior to vaccination of infants interferes with their immune response; and, 6)  a clinical review claiming that acetaminophen increases asthma risk by 1.6 times.  Much of this erosion can be attributed to a growing awareness of the drug's vulnerabilities versus its real world use, brand positioning and safety halo.

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