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Kepivance is a truncated human recombinant keratinocyte growth factor (KGF). KGF stimulates the growth of cells that line the surface of the mouth and intestinal tract. Kepivance reduces the incidence and duration of severe oral mucositis by protecting those cells and stimulating the growth of new epithelial cells to build up the mucosal barrier.

The campaign was successful, helping Amgen exceed forecasted sales in excess of $30 million

for the first half of 2006. Sales in 2009 were

$109 million.

In the same year as its campaign launch, it received many industry awards. The campaign was also voted one of the top 40 most memorable campaigns from the last 4 decades in medical advertising by Medical Marketing & Media magazine along with such notable campaigns as Rogaine and Bix the Bulldog.

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