At the time, it was thought that the pill must not be fast-acting, because in doses as high as 1200 milligrams, it appeared to be non-sedating, Keim remembers.
Claritin, the non-sedating antihistamine from Schering-Plough (nyse: SGP - news - people ), is often credited with starting off the direct-to-consumer marketing craze in the pharmaceutical industry.