Bradley Pharma debuts Elestrin in USA

New Jersey, USA-based Bradley Pharmaceuticals has announced the launch of Elestrin (estradiol gel 0.06%) by its Kenwood Therapeutics Division. Elestrin is an effective, low-dose transdermal estrogen therapy that was approved by the Food and Drug Administration in December 2006 for the treatment of moderate-to-severe vasomotor symptoms associated with the menopause. Bradley in-licensed the product from BioSante Pharmaceuticals late last year and has exclusive marketing rights in the USA for the product, which is patent protected until 2022.

There are approximately 14,000 obstetric/gynecology physicians in the USA who account for the majority of prescriptions in the nation's $1.3 billion estrogen therapy market, which consists of oral and topical products. The topical market segment is about $300.0 million. In order to support the launch of Elestrin to the OB/GYN specialty market, Bradley says it will immediately increase Kenwood's sales representatives to as many as 60 in total.

"After the Women's Health Initiative (WHI) study in July 2002, detailed potential health risks associated with estrogen therapy, women have been seeking new alternatives," stated John Knoop, vice president and general manager of the Kenwood division. "Elestrin will enter the market as an effective, low-dose estrogen therapy that follows dosing recommendations by the FDA and leading women's health organizations such as the American College of Obstetrics and Gynecologists (ACOG) and the North American Menopause Society (NAMS) to use the lowest effective dose of estrogen therapy," he added.