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Breckenridge Pharmaceutical

This article was originally published in The Tan Sheet

Executive Summary

Forms subsidiary to market OTC versions of prescription drugs. Breckenridge will launch its first OTC product, Prodium (phenazopyridine hydrochloride 95 mg) for the treatment of pain and discomfort due to urinary tract infections beginning in October. Prodium will compete with the leading brand, PolyMedica's Azo-Standard, for a share of the $60 mil. OTC phenazopyridine HCl market. The product will be available in 30- and 12-tablet containers. Breckenridge plans to support the product with medical and consumer marketing as well as education programs targeted to physicians, pharmacists and consumers
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