Procter & Gamble Co. is betting that its osteoporosis drug will help reduce bone fractures in a new deal with a Midwest insurer.
Procter & Gamble Co. is betting that its osteoporosis drug will help reduce bone fractures in a new deal with a Midwest insurer. The marketers of Actonel will reimburse Health Alliance Medical Plans for the medical costs of some fractures incurred by women who have been taking the drug. The deal involves the insurer’s clients in Illinois and Iowa. P&G officials said Tuesday that the unusual health-industry agreement underlines confidence in Actonel’s effectiveness for post-menopausal women. They would, for example, pay back the average cost of a hip fracture of $30,000 with rebates and discounts. The deal includes the Cincinnati-based consumer products maker’s Actonel partner — French drugmaker Sanofi-Aventis. Health Alliance says the program will control costs and improve outcomes for its customers. ______ Copyright 2009 Associated Press. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.