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Monday, October 23, 2000

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The golden years

Preeti Mehra.

Women make great marketing sense, and this is one section corporates use every opportunity to woo. So last week, on World Menopause Day (October 18), the focus was on the forty-plus woman. For `her' exclusively was launched a Web site -- Fem40plus.com -- that would give her access to doctors and confidantes who would answer all those questions that crowd her mind once she crosses forty-five and enters, what they kept describing as, `the golden years.'

Supporting the Web site are pharmaceutical major Wyeth Lederle and the Indian Menopause Society which is largely comprised of doctors. The idea is to create awareness amongst the forty-plus about menopause and the choices they have to deal with it.

Besides, Fem40plus.com promises to provide a platform where women can consult doctors on the subject and learn more about self-examination. It also provides them the opportunity to chat with a doctor of their choice and gives them an insight into other p eoples' lives via a section titled `True Story'. For doctors, too, the Web site provides a reference library and a special quiz on hormone replacement.

Of course, for Wyeth Lederle, which is the global leader in the women healthcare business, it was an occasion and opportunity to market its women-specific products, such as Premelle\Premelle Cycle, the first combined hormone therapy pill in India, and Lo ette, the low-dose oral contraceptive.

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