HEALTH

Arctic Ease sponsors National Fallen Firefighters Foundation event

BY Michael Johnsen

PHOENIXVILLE, Pa. — Arctic Ease on Tuesday announced its sponsorship of a fundraising event that will benefit the National Fallen Firefighters Foundation at the Daytona 500 in Daytona Beach, Fla., on Feb. 20.

The event will occur at and in conjunction with the Daytona 500, known as the "Great American Race."

“We are thrilled to be able to be a sponsor for such a worthy cause,” stated Carol Forden, president and CEO of Arctic Ease. “We are glad to be involved with the National Fallen Firefighters Foundation and the Daytona International Speedway for this [cause] and look forward to a great event.”

Since 1992, the nonprofit National Fallen Firefighters Foundation has developed and expanded programs that fulfill the foundation’s mission to honor and remember America’s fallen fire heroes and to provide resources to assist their survivors in rebuilding their lives, Ronald Jon Siarnicki noted, the foundation’s executive director.

Each October, the foundation sponsors the official national tribute to all firefighters who died in the line of duty during the previous year. Thousands attend the weekend activities held at the National Fire Academy in Emmitsburg, Md. The weekend features special programs for survivors’ family and coworkers.

Arctic Ease markets Cryotherapy — cold therapy wraps and pads that are nontoxic, latex-free, biodegradable and safe for the environment. The wraps are designed to maintain effective cooling over an extended period of time without restricting the user’s mobility. The company is dedicated to enhancing the treatment of soft-tissue injuries, minor burns and edema.

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Sanofi successfully switches Allegra

BY Michael Johnsen

PARIS — Sanofi-Aventis and its U.S. consumer healthcare division Chattem on Tuesday afternoon announced the Food and Drug Administration has approved the Allegra (fexofenadine HCl) family of allergy medication products for over-the-counter use in adults and children 2 years of age and older.

Products will be on store shelves in March, the companies announced.

“Leveraging our U.S. consumer healthcare platform to convert prescription medicines to OTC products is a key growth driver for Sanofi-Aventis," stated Hanspeter Spek, Sanofi president of global operations. “The approval of Allegra for OTC use in the United States further validates our vision to increase our presence in the U.S. consumer healthcare market.”

The Allegra switch has been one of the reasons behind Sanofi’s acquisition of Chattem, which afforded the company both a toehold in the U.S. consumer health arena and a team of experienced executives to help shepherd the antihistamine to market.

The Allegra allergy remedy takes its place alongside the two other second-generation anthihistamines, Zyrtec and Claritin, which generated $222.9 million and $169.1 million, respectively, across food, drug and mass (excluding Walmart) over the 52 weeks ended Dec. 26, 2010, according to SymphonyIRI Group data.

Sales of Allegra over the first half of 2010 totaled $103.2 million, down 56.5% largely due to generic competition. Perrigo’s president, CEO and chairman, Joe Papa, has told analysts in the past that it is Perrigo’s intention to have a store-brand version of Allegra (fexofenadine) not too long after any switch application is approved.

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Billboarded baby swaddled in Benson’s Bottom Paint brand

BY Michael Johnsen

MUSKEGON, Mich. — The self-proclaimed “Billboard Family” welcomed its newest member, daughter Alex, in what may be the first sponsored birth, brought to you by Benson’s Bottom Paint, a diaper rash lotion, according to a recent report posted on Stltoday.com.

The Billboard Family, or the Martins, attracted national media attention last year for shilling their Facebook moments to local advertisers. The family would don sponsored T-shirts, wear those T-shirts all around the St. Louis, Mo., area and then post that day’s excursions on such social media sites as Facebook, Flickr and YouTube.

Local pharmacist and Sav-Mor executive Randy Dahlquist sponsored Alex’s birth, supplying a pink blanket branded with a logo of Benson’s Bottom Paint, the formulation he developed.

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