Watson launches Gelnique for OAB

The USA's Watson Pharmaceuticals has launched Gelnique (oxybutynin) gel 10%, the first topical gel for the treatment of overactive bladder with  symptoms of urge urinary incontinence, urgenc, and frequency.

While Gelnique is approved for use in men as well as women, Watson has  opted to target the active, female OAB patient in its marketing efforts.  The Gelnique marketing campaign will highlight the power of control  Gelnique offers to OAB patients rather than focusing, as traditional  products have, on the predictable embarrassment and stigma associated  with OAB, according to Watson.

"As the first and only topical gel for OAB, we believe that Gelnique  provides physicians and their patients with an effective, easy  first-line drug treatment option," said chief executive Paul Bisaro.  "Because Gelnique is a first, we are launching our product with a unique  promotional campaign, one that speaks to health care professionals and  patients with language and images that are empowering. We believe we can  successfully position this new treatment option in a way that  differentiates our product, and our message, in a category that has been  dominated by Big Pharma's tired and traditional promotion for years," he  added.