NAD rules on advertising claims for Osteo Bi-Flex

BY Michael Johnsen

NEW YORK The National Advertising Division of the Council of Better Business Bureaus on Tuesday determined that Rexall Sundown has provided adequate substantiation for certain advertising claims made for its Osteo Bi-Flex Dietary Supplement, which contains glucosamine and chondroitin. NAD further recommended the company modify certain other claims but NBTY, which owns the Rexall brand, has stated it intends to appeal those findings to the National Advertising Review Board.

NAD, the advertising industry’s self-regulatory forum, requested substantiation for product description, exclusivity and “doctor-recommended” claims made in Internet advertising and on product packaging. Claims at issue included:

  • “No. 1 Doctor Recommended Brand,”
  • “Clinically Tested,”
  • “Osteo Bi-Flex is the only brand to feature the revolutionary formulation of ingredients in Joint Shield, which work to guard against the action of enzymes that affect joint health,”
  • “Osteo Bi-Flex utilizes the HCL form of glucosamine. It provides more pure glucosamine as compared to glucosamine sulfate – 1.4 times more to be exact!”
  • and, “The key ingredient Joint Shield is a potent extract of Boswellia serrata called 5-LOXIN, which is 10 times more concentrated than the typical Boswellic extracts. The 5-LOXIN in Joint Shield helps with joint flare ups and Boswellia extracts have also been shown to significantly improve, knee comfort, knee mobility and increase walking distance.”

Following its review of the evidence, which included data produced by the National Disease and Therapeutic Index, NAD determined that the advertiser’s “No. 1 Doctor Recommended Brand” claim was substantiated. However, NAD that the advertiser modify its web site to avoid conveying an implied message regarding any specific reason for its “No. 1 Doctor Recommended Brand” status.

NAD further recommended that the advertiser modify the claim “No. 1 Doctor Recommended Joint Care Brand” to more narrowly and accurately reflect the findings of the NDTI survey—specifically that it is based on the NDTI report among physicians who recommended a glucosamine/ chondroitin or glucosamine supplement.

NAD determined that a reasonable basis also existed for the advertiser’s “clinically tested” claims with respect to the therapeutic effects of glucosamine and chondroitin, but recommended that the advertiser discontinue use of this claim in conjunction with its Good Manufacturing Practices. NAD further concluded that the advertiser provided a reasonable basis for its claim that “Osteo Bi-Flex is the only brand to feature the revolutionary formulation of ingredients in Joint Shield, which work to guard against the action of enzymes that affect joint health.”

NAD recommended that the advertiser modify its claims regarding the inclusion of the HCL form of glucosamine to either limit the claims to the fact the product “utilizes the HCL form of Glucosamine,” or otherwise clearly disclose that the inclusion of 1.4 times more pure glucosamine has not been proven to result in superior performance.

Similarly, NAD recommended that the advertiser modify its claims regarding, 5-LOXIN in its Joint Shield, to more narrowly limit it to the inclusion of “a potent [concentrated] extract of Boswellia serrata called 5-LOXIN”, without a comparative reference to the Boswellia in Osteo Bi-Flex being “10 times more concentrated than the typical Boswellia extracts.”

NBTY, in its advertiser’s statement, said it “supports and is pleased to participate in the NAD self-regulatory review process” and will make certain recommended modifications. However, the company said it intends to appeal the NARB “any and all issues relating to Rexall’s statement that “5-Loxin is 10 times more concentrated.”


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Cardinal Health bolsters clinic program


INDIANAPOLIS —Many industry observers may not be familiar with Corner Care Clinic, but that is likely to change as Cardinal Health has formed an alliance with, and is a minority investor in, the clinic operator.

Cardinal Health teamed up with Indianapolis-based clinic operator MindGent Healthcare Clinic’s Corner Care Clinic to open in October 2006 the first retail-based clinic. Today, there are 27 walk-in clinic locations.

Corner Care Clinic operates locations in Indiana, Ohio, Connecticut, New Jersey, Pennsylvania, North Carolina, South Carolina, Illinois and New York.

The clinics are located within select Medicine Shoppe, Medicap and independent Leader pharmacies, as well as two Kerr Drug stores and, coming in September, two Drug Fair locations.

The goal: to open an additional six to 12 clinics by year’s end. Going forward, Corner Care Clinic would like to open between 60 and 100 clinics a year.

“When we first made the decision to throw our hat into the ring…we wanted to find a partner whom we felt shared the same vision and mission that we had,” health care veteran and president and chief executive officer of Corner Care Clinic, Julie Beckner, told Drug Store News.

Signifying not only a shift in the health care industry toward convenient health and wellness offerings, but also signifying the key role Corner Care Clinic will play in the Cardinal Health portfolio, Corner Care Clinic participated in the Cardinal Health Retail Business Conference held last month at the Hynes Convention Center in Boston.

As is common of the acute care retail clinic model, Corner Care Clinics are staffed by nurse practitioners that treat such common ailments as strep throat and pink eye, and also provide vaccinations, physicals and screenings for such conditions as diabetes and blood pressure. The average cost ranges between $55 and $75.

Aiming to educate its independent pharmacies on the opportunity, Cardinal Health introduced the clinics, as well as other offerings, at the 18th annual RBC. Touted as the latest addition to Leader Total Pharmacy Manager, Cardinal’s suite of services to help independent pharmacies bolster revenue and drive productivity, the in-store clinics provide yet another way for its retail pharmacy customers to expand their health care reach and better serve their communities. Currently, more than 3,000 independents are part of Cardinal’s Leader pharmacy network.

Meanwhile, Corner Care Clinic has been working to bolster its management team, last month announcing two key executive moves.

Assuming the role of corporate director of marketing for Corner Care Clinic is Mike Milakis. Previously, he served as owner, president and creative director for M&M Advertising for 11 years. During his career, Milakis has worked with more than 50 different hospital, insurance, pharmaceutical and health care-related clients, including Eli Lilly,I.U. Medical Center and University of Chicago Hospitals.

Corner Care Clinic also has promoted Mark Rollins to chief medical officer of the company. Previously, he served as Corner Care Clinic’s medical director.

Prior to joining Corner Care Clinic, Rollins, a board-certified physician, served as chief of medicine at Marion General Hospital in Marion, Ind.

In a recent interview with Drug Store News, Keith Cook, who joined Medicine Shoppe International in late 2006 as vice president of pharmacy solutions, said the partnership is important to Cardinal Health’s MSI division because there is a real “need in the community” for convenient and affordable acute care.

“There are some counties where there is not even a hospital within a 30-mile radius of our store. So ER visits are very difficult for some of our regular patients that we see every day. And there’s also the current health care situation in America. It isn’t easy to get in and get an appointment immediately when you need minor care. So the need was there, and it fit very nicely into our business model,” Cook said. “The reason we like [Corner Care Clinic] as a partner is that they do a very good job of working with the local physician community, and that was really important to us.”

Added Beckner, stressing the importance of working with the local medical community, “[Corner Care Clinics] addresses a real need, but we also are a physician advocate.”


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Respiratory drug sales climb as asthma, COPD cases rise

BY Laura Klepacki

The global respiratory drug market is projected to exceed sales of $44 billion by 2010, according to market research firm Kalorama Information.

As the incidence of lung and breathing-related illnesses climb around the world, drug sales in the segment have continued to rise as well. Kalorama researchers report that sales have increased at the rate of 11 percent annually, from $19 billion in 2000 to $32 billion in 2005.

Asthma, a leading respiratory disease, was diagnosed in 19.8 million people in the United States in 2003, with 11 million experiencing an asthma attack in the previous year, according to the most current statistics from the Centers for Disease Control. In 2002, asthma accounted for 12.7 million doctor visits, 1.2 million hospital outpatient visits, 1.9 million emergency room visits and 484,000 hospitalizations.

An illness that affects the lungs, asthma is the most common long-term disease of children. Symptoms include wheezing, breathlessness, chest tightness and nighttime or early morning coughing. Asthma always is present, but a patient will suffer attacks only when the lungs are stimulated. Triggers include: tobacco smoke, dust mites, air pollution, cockroaches and their droppings, furry pets and mold. Also, physical exertion, high emotional states or extreme temperatures can lead to an attack.

Treatments fall into two categories: long-term control drugs and quick-relief drugs, such as inhalers. Asthma cannot be cured.

Meanwhile, another respiratory disease that often is confused with asthma is chronic obstructive pulmonary disease, and that afflicts another 20 million Americans.

Top-ranked treatments for asthma and COPD posted strong global sales results last year. Advair grew 11.7 percent to $6 billion, Singulair climbed 20 percent to $3.6 billion, Zyrtec rose 12 percent to $2.5 billion, Spiriva shot up 48.5 percent to $1.6 billion, Pulmicort rose 11.2 percent to $1.3 billion and Flixotide increased 4.5 percent to $1.2 billion, according to market research firm Wood Mackenzie.


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