Bradley launches new dermatology products to minimize effects of generic competition

By E. Janene Geiss

Philadelphia, Dec. 23 - Bradley Pharmaceuticals, Inc. announced Friday that the company's Doak Dermatologics subsidiary has introduced five new prescription-only line extensions during September and the fourth quarter of 2005.

Keralac Nailstik (50% urea) and Keralac Ointment (50% urea) have been added to the Keralac line of urea-based keratolytics; Adoxa Pak 1/75 mg, a new convenient pack, and Adoxa Pak 1/150 mg, the newest strength of Adoxa (doxycycline tablets), an antibiotic used primarily as an adjunctive treatment for severe acne, have been added to the Adoxa line; and Zoderm Redi-Pads (benzoyl peroxide), a line extension to the Zoderm family of anti-acne therapies, has been added, according to a company news release.

These line extensions have been launched as part of Bradley's brand life-cycle management strategy and aim to minimize the effects of generic competition, officials said.

Keralac Nailstik offers an innovative and easy-to-use applicator to deliver a 50% urea therapy for the treatment of diseased and damaged nails and Keralac ointment provides a targeted, site-specific keratolytic therapy.

Generic versions of Keralac nail gel (50% urea), lotion (35% urea) and cream (50% urea) were introduced during January 2005 and July 2005.

In addition to the Adoxa family's new Adoxa Pak 1/75 mg strength, the Adoxa Pak 1/150 mg is the first and only 150 mg doxycycline monohydrate scored tablet that provides the physician with dosing flexibility.

The pack offers the additional advantage of promoting patient compliance. Generic versions of Adoxa 50 mg and 100 mg loose tablets in bottles, including Bradley's authorized generic versions of Adoxa 50 mg and 100 mg loose tablets in bottles, were launched during December.

Zoderm, the moisturizing benzoyl peroxide, is now available as Zoderm Redi-Pads, the only benzoyl peroxide cleanser in a pad available in 4.5%, 6.5% and 8.5% strengths of benzoyl peroxide in a 10% urea vehicle. A generic version of Zoderm was launched during July.

Bradley's marketing efforts for all of these products are ongoing, officials said.

"Each of these new line extensions builds on successful brands Bradley has brought to market in the past by offering convenient, beneficial delivery systems that can enhance patient compliance and simplify physician prescribing. The addition of these line extensions reflects Bradley's commitment to life cycle management," president and chief executive officer Daniel Glassman said in the release.

Bradley is a Fairfield, N.J., specialty pharmaceutical company that markets products to niche physician specialties in the United States and 38 international markets.

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