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Arena to launch ad campaign for Belviq

San Diego's Arena Pharmaceuticals (Nasdaq: ARNA), in a race to dominate the market for anti-obesity drugs, is expected to unveil an advertising campaign next month directly targeting consumers.

Biotech investor Joseph Dedvukaj, in a column in the Seeking Alpha stock analysis website on Monday, said the campaign will mark a new stage in the company's commercialization strategy and promotional mix "that I believe could be the tipping point for a significant upward inflection in sales" for its appetite-suppression drug Belviq.

Shares of Arena are down 12 cents, 1.95 percent, to $6.03 in mid-day trading Monday.

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