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Mylan’s Canadian business launches ChoosingGenerics.ca for consumers

BY Allison Cerra

PITTSBURGH — Mylan’s Canadian subsidiary has launched a new website that is designed to help Canadians learn more about the value, reliability and quality of generic pharmaceuticals.

Mylan Pharmaceuticals ULC said ChoosingGenerics.ca is divided into three sections to help visitors learn the facts about generic drugs, understand the cost savings associated with choosing a generic instead of a brand equivalent and get helpful tools to talk to physicians and pharmacists about prescription medications. The site also includes a personal medication tracker and instructions on how to read a prescription drug label. Available in English and French, the resource provides a comprehensive list of frequently asked questions and "myths and facts" to help consumers gain a better understanding of the advantages of generic pharmaceuticals.

"One of the biggest misconceptions when it comes to pharmaceutical products is that if it costs more, then it must be of better quality," said Richard Guest, president of Mylan’s business in Canada. "This idea couldn’t be more wrong. Generic drugs are every bit as safe, potent and effective as brand name drugs. Generic drug companies have been providing patients in Canada with safe and affordable medicines for more than 50 years."


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Study: Ethnic HBC market remains robust despite economic hard times

BY Antoinette Alexander

ROCKVILLE, Md. — The market for health and beauty care products targeted to minorities continues to advance at a healthy pace, and marketers should be ramping up in new products and marketing campaigns sooner rather than later, according to a new report released from Packaged Facts.

According to the "Ethnic Hair, Skin and Cosmetic Products in the U.S." report, the market posted growth of nearly 13% during 2010, and the market continued to advance at a healthy pace in 2011 to approach $3 billion.

With the rapid expansion of racial and ethnic minorities in the United States over the next 10 years, ethnic health and beauty care product marketers have a fast-growing target market. Hispanic, African-American and Asian population growth is far outpacing that of whites, with minorities expected collectively to be the majority of the U.S. population as soon as 2042.

Compared with many consumer packaged goods categories, ethnic hair and beauty care products did remarkably well during the recession, continuing to chart steady growth, even though U.S. minorities were especially hard hit by the economic downturn, stated Packaged Facts, a division of MarketResearch.com. The loyalty of African-American and other minority communities to their HBC products kept the market on track to resume impressive growth as soon as economic conditions began to improve.

As more ethnic health and beauty care products are introduced, they are meeting the needs of people of color that had previously been either ignored or mistargeted. As of 2012, market drivers include a desire for more natural products; greater participation in HBC categories on the part of men overall, but especially men of color; and a surge of innovative, better-quality products, Packaged Facts noted.

At the same time, minority consumers still spend vastly more on general market HBC products than they do on targeted ones, a dynamic that, according to the report, highlights the continued opportunity for specialized HBC marketers to expand their reach, and for general HBC marketers to sharpen their focus.

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Takeda: Edarbyclor demonstrates statistically superior blood-pressure reductions

BY Allison Cerra

DEERFIELD, Ill. — A Takeda drug designed to treat hypertension was statistically superior to a competing drug in reducing systolic blood pressure among patients in a late-stage clinical trial.

Takeda said a fixed dose combination of its drug Edarbyclor (azilsartan medoxomil and chlorthalidone) in the 40/25-mg strength, when compared with fixed-dose combination of olmesartan medoxomil-hydrochlorothiazide in the 40/25-mg strength, more effectively lowered blood pressure at each hour of the 24-hour period between doses (reduction of 42.5 mm Hg from baseline versus 37.1 mm Hg from baseline). The results, demonstrated in a 12-week, head-to-head, phase-3 study, were published online in Hypertension, a journal of the American Heart Association.

"Hypertension and its impact on cardiovascular health have long been studied; the goal of this particular study was to determine whether a fixed-dose combination of a well-established yet underutilized diuretic paired with a new angiotensin II receptor blocker would provide an effective option to help control hypertension," said study co-author Michael Weber, professor of medicine at the State University of New York Downstate College of Medicine. "The data showed that Edarbyclor exhibited superior blood-pressure reductions, compared to a commonly-used combination treatment."


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