PRESS RELEASE - Pharmacia Animal Health Launches DURABLE CURE(SM) Program Web Site
Received 05-10-01

FOR IMMEDIATE RELEASE

Pharmacia Animal Health Launches DURABLE CURE(SM) Program Web Site
KALAMAZOO, Mich. (May 7, 2001) - Pharmacia Animal Health has launched the DURABLE CURE(SM) Web site that details the program for managing bovine respiratory disease (BRD) in feedyard and stocker cattle. The site is located at www.durablecure.com.

The DURABLE CURE(SM) program minimizes repulls associated with BRD, the beef industry's costliest disease challenge. It helps sick animals become high-performing, profitable animals as quickly as possible.

"The DURABLE CURE(SM) Web site was designed to provide the beef industry with easy-to-understand information about this management program," says Forrest Roberts, U.S. beef marketing manager with Pharmacia Animal Health. "The beef industry is working harder than ever to produce a consistent, outstanding beef-eating experience, and the DURABLE CURE(SM) program is a critical stepping stone toward achieving that goal."

Financial focus
The foundation of the DURABLE CURE(SM) program is its economic advantage. Because repulls can cost as much as $400/head, DURABLE CURE(SM) can help improve a feedyard's bottom line.

The Web site's financial calculator helps managers estimate the cost of repulls in a specific enterprise by examining repulls' impact on medicine costs, labor, reduced weight gain and reduced quality grades. The online calculator uses current Cattle-Fax prices, Texas A&M University Ranch to Rail program data, and USDA carcass premium and discount information.

The calculator also helps producers determine the economic benefits of reducing repull rates in their enterprise when using DURABLE CURE(SM). It shows the total annual savings, as well as the annual per-head savings across all cattle marketed.

Interactive, easy to navigate
The Web site explains the DURABLE CURE(SM) program in five segments:

• What is DURABLE CURE(SM) - Provides an overview of the program.
• DURABLE CURE(SM) Profit Impact - Examines how repulls affect labor and medicine costs, feedyard performance, lung lesions and carcass performance.
• DURABLE CURE(SM) Roadmap - Describes the program's simple three-step process and its emphasis on assessing DART(SM) (Depression, Appetite, Respiratory index and Temperature).
• Measuring DURABLE CURE(SM) - Helps producers and veterinarians learn how to accurately evaluate the program's success.
• Best Antibiotic for DURABLE CURE(SM) - Shows why Excenel® RTU Sterile Suspension (ceftiofur hydrochloride) is the program's most effective antibiotic.

The DURABLE CURE(SM) Web site offers a solid foundation of both scientific research and practical management techniques. It includes:

• Numerous lists of Frequently Asked Questions (FAQs)
• A glossary that defines the terms used throughout the site
• Downloadable, printer-friendly files containing additional program and technical information
• Several video clips

Another feature of the site is a link to local Pharmacia Animal Health sales representatives. Producers and veterinarians select their state and county to see contact information for the nearest representative.

Pharmacia Animal Health, a division of Pharmacia Corporation, is dedicated to developing products that promote the health of pets and livestock throughout the world.

Pharmacia Corporation (NYSE: PHA) is a leading global pharmaceutical company created through the merger of Pharmacia & Upjohn with Monsanto Company and its G.D. Searle unit. Pharmacia has a broad product portfolio, a robust pipeline of new medicines and an annual investment of more than $2 billion in pharmaceutical research and development.

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PHOTO CAPTION
Enhance feedyard and stocker profitability by using the resources of the DURABLE CURESM BRD management program, now available at www.durablecure.com.

To receive the contents of this release electronically (including photos or graphics), please contact Shannon Buskohl at SBuskohl@Morganmyers.com or 319-233-0502.

CONTACT:
Joseph Burkett
(616) 833-2693
Joseph.S.Burkett@Pharmacia.com

Shannon Buskohl
(319) 233-0502
SBuskohl@Morganmyers.com

See also:
The News Archives
For additional Pharmacia press releases (various topics)