Procter & Gamble Co. Monday announced a one-two combination that gives the Cincinnati manufacturer a quick entry into the $500 million U.S. market for treating stomach ulcers with drugs.
- P&G said it is stocking pharmacies nationwide with its Helidac therapy to treat duodenal ulcers in preparation for a national launch in December of the new prescription drug. The wintertime launch has been foreshadowed since August when the U.S. Food and Drug Administration approved Helidac.
- Separately, Procter said it has granted Glaxo Wellcome worldwide licenses to market products using P&G's ulcer drug technology. The arrangement entitles P&G to payments each time Glaxo Wellcome sells the treatment products in countries where P&G has any of four related patents.
Together, the plans mean that P&G will make money whenever anyone uses two of the three treatments on the market for duodenal ulcers. Merck & Co. sells the third therapy.
The Helidac therapy combines three drugs - a key ingredient in P&G's Pepto-Bismol medicine and two antibiotics - to eradicate H.Pylori bacteria commonly associated with duodenal ulcers.
''Patients may rid themselves of (H. pylori infection) in two weeks and get on with their lives,'' said Bruce Byrnes, president of the company's health-care business.
As a marketing bonus, the Healthcare Compliance Packaging Council awarded Helidac a seal of approval for its ease of use.
In October, Procter settled a lawsuit against New Jersey-based Bradley Pharmaceuticals for a similar alleged patent infringement with Helidac. It struck the Glaxo licensing deal before filing any litigation.
Published Nov. 26, 1996.
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