MGI Pharma's anti-emetic drug Aloxi has its first ever consumer effort, featuring print ads aimed at women cancer patients. The ads, by inVentiv agency GSW Worldwide, aim to raise awareness of Aloxi, which is indicated for patients with chemo-induced nausea and vomiting. The ads target women because nausea and vomiting are particularly common among patients undergoing chemo for breast cancer. Interactive versions of the creative appear on the product's Web site, aloxi.com, on which GSW collaborated with Intouch Communications of Overland Park, KS.

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