Ky. company settles over ads on Limbaugh's show

LOUISVILLE — A dispute over the name "Concentra" that was triggered by a backlash over ads that ran on Rush Limbaugh's radio program has been settled.

Louisville-based Humana is the parent company of Concentra Health Services, a nationwide chain of health care clinics. Maine-based is affiliated with the Preval Group, which aired an ad for Concentra memory-enhancement pills on Limbaugh's show March 5.

Humana's Concentra Health and the Portland, Maine-based Preval Group are not related.

Humana sued Preval on Thursday in U.S. District Court in Louisville for trademark infringement, saying it received angry phone calls, email and Web postings after the Concentra pill ad aired on Limbaugh's show. Limbaugh has been criticized for verbally attacking student Sandra Fluke over contraception. He apologized but has lost advertisers in the backlash.

The Preval Group agreed to stop marketing its pills as Concentra and either rebrand or destroy any stock bearing that name.

Jackaline Rutter, a brand manager for Preval, said the company didn't buy an ad targeted at Limbaugh's show. Instead, Preval bought Concentra pill advertising to air anytime between 7 a.m. and 7 p.m. that day, and it happened to air during Limbaugh's broadcast in the New York market.

Rutter said Preval, a marketing company that sells the memory pills, has discontinued advertising on Limbaugh's show.

"Preval is disappointed by the recent offensive comments by Rush Limbaugh," Rutter said. "Preval will consider the concerns of our customers and the public with respect to further advertising on the Rush Limbaugh show."