Novartis Pharmaceutical Corp. has begun a multi-channel direct response campaign to promote Elidel, an eczema treatment cream.

The campaign kicked off with a 60-second television spot using a Web site address and a toll-free number as response mechanisms. The ads run in media targeted at women ages 25 to 54.

The Quantum Group, a division of advertising firm CommonHealth, did not release the budget for the campaign. But Susanne Budofsky, vice president, management supervisor at The Quantum Group, said that it would be a national campaign, with placement on both broadcast and cable networks. CBS

Novartis Pharmaceutical Corp. has begun running a 60-second television spot for Elidel, an eczema treatment cream. The spot features a Web site and a toll-free number, and will run in media targeted at women ages 25-54.

The Quantum Group, a division of advertising firm CommonHealth, did not release the spend for the campaign. But Susanne Budofsky, vice president, management supervisor at The Quantum Group, said that it would be a national campaign, with placement on both broadcast and cable networks. CBS