Mucinex Line Extensions Underscore Adams’ Commitment To Building OTCs
This article was originally published in The Tan Sheet
Executive Summary
A major task facing Adams Respiratory Therapeutics' new VP-OTC Marketing & Business Development Robert Casale will be to plan a Fall 2004 launch of extensions to the firm's Mucinex expectorant brand
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A major task facing Adams Respiratory Therapeutics' new VP-OTC Marketing & Business Development Robert Casale will be to plan a Fall 2004 launch of extensions to the firm's Mucinex expectorant brand. Paired with the announcement of new products in the Mucinex line, Casale's newly created position is an indication of Adams' commitment to expanding its nascent OTC business. The exec will be responsible for OTC marketing and "external sourcing of new business opportunities," according to the firm. Casale previously served as VP-marketing at Warner-Lambert and then Pfizer. He joins CEO Michael Valentino, who brought a strong background in consumer pharmaceuticals when he took the position in 2003 (1 (Also see "Adams Labs Taps Former Novartis Exec, CHPA Chair Valentino For CEO Post" - Pink Sheet, 18 Aug, 2003.), p. 11). Adams launched its first nonprescription product, Mucinex (extended-release guaifenesin), as a behind-the-counter OTC drug in 2002. The NDA approval drove a number of single-ingredient extended-release guaifenesin products from the Rx market. Earlier this month, Adams received approval for Mucinex DM in two strengths: extended-release guaifenesin 600 mg/dextromethorphan HBr 30 mg and guaifenesin 1200 mg/dextromethorphan HBr 60 mg. The expectorant/cough suppressant "will be nationally available without a prescription in all retail pharmacy outlets in September 2004," Adams said. The firm also has received an "approvable" letter for Mucinex D , two strengths of an extended-release guaifenesin/pseudoephedrine combination. As Adams builds its OTC marketing capabilities, the firm will be able to move beyond its physician detailing strategy for the brand. The increased focus on OTCs comes as the company moves its corporate headquarters from Fort Worth, Tex. to Chester, N.J. "We are poised to grow our respiratory product portfolio and make an even greater impact in the market," Valentino said. "Relocating to the hub of pharmaceutical development and marketing is a strategic step toward advancing this transformation." |