A new arthritis pain medicine developed by a small Chapel Hill company is starting to get some major marketing.
The U.S. Food and Drug Administration approved Vimovo in late April. The drug was developed by researchers at Pozen, founded in 1996 by CEO John Plachetka, a former Glaxo executive.
Pozen's larger partner AstraZeneca, which is marketing Vimovo and will keep most of the drug's revenue, began promoting the drug in September.
That effort now includes advertising in print media, including a two-page ad in the News & Observer on Friday. AstraZeneca spokeswoman Sandra Heinig said she couldn't comment on specifics of the promotional efforts for competitive reasons but that the ads also are running in other newspapers.

Pozen reported weaker results and warned that it won't start key clinical trials of a new drug this year as expected.
Cheryl Eckard, the whistleblower whose lawsuit led to this week's announcement that GlaxoSmithKline will pay a $750 million settlement, once worked for the drug maker in Research Triangle Park.
Salix Pharmaceuticals, which raised more than $300 million on Wall Street in May, is putting some cash to use by buying an experimental drug to detect colon cancer.
Inspire Pharmaceuticals is an attractive stock, partly because it may be a takeover target, celebrity investor Jim Cramer said during his "Mad Money" TV show on Friday.
Pfizer will gain another Triangle operation when it buys King Pharmaceuticals for $3.6 billion.