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Purdue Pharma to file NDA for abuse deterrent formulation of hydrocodone bitartrate

BY Michael Johnsen

STAMFORD, Conn. — Purdue Pharma recently announced that a Phase 3 study of an investigational extended‐release formulation of hydrocodone bitartrate met its primary efficacy endpoint by showing that patients with chronic low back pain treated with the once‐daily analgesic agent experienced statistically significant reduction in pain compared with placebo. 

This investigational single‐entity opioid analgesic formulation incorporates abuse deterrent properties intended to make the tablets more difficult to manipulate for the purpose of misuse and abuse by various routes of administration (e.g., snorting and intravenous injection).

“We are very encouraged by the results of this pivotal study,” stated Gary Stiles, Purdue Pharma SVP research and development. “This is another step forward in our efforts to develop therapeutic options for use by chronic pain patients that are designed to be unattractive to drug seekers.” 

In the study, the majority of patients treated with hydrocodone bitartrate dosed once‐daily experienced at least a 30% improvement in pain intensity. Nearly half of patients (48%) achieved a 50% improvement with hydrocodone bitartrate. 

In addition to this safety and efficacy study, Purdue Pharma has conducted a series of laboratory manipulation and extraction studies, pharmacokinetic studies and clinical abuse potential studies with this investigational medication. The company plans to file a New Drug Application with the FDA later in 2014 requesting approval to market the medication.

Currently available hydrocodone formulations do not incorporate abuse‐deterrent technologies, Purdue Pharma noted.

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P&G introduces Febreze allergen reducer, partners with Sam Champion

BY Michael Johnsen

CINCINNATI — Procter & Gamble on Thursday announced that its brand Febreze has partnered with the Weather Channel’s newest anchor Sam Champion, host of “America’s Morning Headquarters with Sam Champion,” to educate consumers on the connection between the outdoor pollen count and allergens found in the home. Champion will help introduce Febreze Fabric Refresher Allergen Reducer, a new product that eliminates odors and reduces up to 95% of inanimate allergens from pollen, pet dander and dust mite matter that can become airborne from fabrics after making their way into the home. 

“The outdoor pollen cast and allergy index are a critical portion of the weather forecast, but what people may not know is how the outdoor report can affect the indoors,” Champion said. “Weather can affect the allergen count in your home, so I’m thrilled to partner with Febreze to educate consumers on this important connection and on the new Febreze Fabric Refresher Allergen Reducer that will help Americans this spring season.” 

Fabric and upholstered furniture, like couches, curtains and carpets, can often act as a reservoir for allergens, particularly during the spring and fall when pollen can be carried into the home by family members, guests and pets. When you sit on the couch, walk on the carpet or fluff up the pillows, you often release the allergens that have settled onto the fabric into the air you breathe. Febreze Allergen Reducer features a unique technology that acts as a net that flexes over allergen particles, trapping them on the fabric until they can be removed through routine cleaning and vacuuming.

“While it’s easy to wash the allergens that can accumulate on your clothing, it’s hard to tackle the daily allergens from pollen, pet dander and dust mites that become airborne in the home from tough-to-wash fabrics,” said Kirsten McKillop, Febreze principal scientist. “Febreze Fabric Refresher Allergen Reducer was developed to address this issue, to help consumers achieve a deeper clean, particularly when pollen counts are high.”

Febreze Allergen Reducer is available in both Fabric Refresher and Air Effects. Febreze Fabric Refresher Allergen Reducer comes in Unscented and Clean Splash. Febreze Air Effects Allergen Reducer is available in three light scents, Clean Splash, Freshly Clean and Soft & Light. The suggested retail price for Febreze Air Effects Allergen Reducer (9.7 oz) and Febreze Fabric Refresher Allergen Reducer (500ml) is $4.29, and $6.29 for Fabric Refresher (800ml).

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Turning heads

BY Dave Wendland

Okay, I’ll admit it. I’m a fan of NBC’s "The Voice." It’s not because of the variety of talent that graces the stage and tries to wow the judges and the general public, but rather because of the blind auditions. For those unfamiliar with this popular television reality show, singers have a 90-second audition to make an impression on the panel of celebrity judges.

Attracting shoppers and gaining their loyalty is not dissimilar. One big difference – retailers are given a fraction of a 90-second audition. Impressions are formed quickly. Even if chairs do turn in favor of "The Voice" contestants and they discover themselves on the journey toward a recording contract, they must continue to progress and impress the voting audience. Your shoppers also want to be constantly wowed, and you must evolve to ensure that they remain loyal to your business.

Here are four lessons I believe translate nicely from "The Voice" to consumer healthcare at retail:

1.    You need great talent. During the competition, the singers definitely need well-honed talent. The same goes for your business – hire and train the best possible talent. Employees that are dedicated to upholding your customer service levels will make your store stand out and encourage customer loyalty. It will not go unnoticed.
2.    It’s about the message. For singers on "The Voice," song and genre selection can make or break the performance. Same can be said about brands at retail – what are you communicating, and is it in the right genre?
3.    Differentiation matters. For the reality show, the judges seek talented individuals who are unique. They want someone who stands out from the crowd. Does your brand stand out? Is it differentiated enough to gain shopper votes over your competitors?
4.    Seek professional advice. The performers on the show are teamed with well-versed mentors to receive coaching, guidance, and sage advice. Who do you have on the team for your brand? Are you surrounding yourself with objective experts who can provide the sound advice necessary to build more success?

For any retailer – and for any consumer brand – each new encounter with a customer is another chance to get their chair to turn. Ensuring that you have passionate employees, consistent marketing messages, noticeable differentiators, and trusted advisors, can lead to lasting connections and the strengthening of brand loyalty. How are you turning heads toward your brand?

 


Hamacher Resource Group vice president Dave Wendland, a 20-plus-year retail industry veteran, is a popular presenter and discussion facilitator available to speak at corporate and association events on a variety of retail-related topics. HRG is a research, marketing and category management firm specializing in consumer health care at retail. Product manufacturers, healthcare distributors, retailers, technology partners and others rely on HRG for strategic and creative solutions to help build their business. Learn more at www.hamacher.com.

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