• by Tanya Gazdik , July 10, 2007

Bradley Pharmaceuticals Inc. is introducing consumers to Elestrin, a low-dose transdermal estrogen therapy for the treatment of moderate-to-severe hot flashes associated with menopause, via print ads, broadcast and online.

Bradley is looking to set-up strategic alliances targeting women 30 to 55 years old via, for example, the MORE Magazine Half-Marathon; PINK Magazine women's symposium; and the American Menopause Foundation; etc., says Brian Wendel, a spokesman for Bradley's public relations company, Sharp Communications, Inc., New York.

A Web site, elestrin.com, was designed in-house. Ads are also running in health care trade publications.

Bradley received approval for the drug from the U.S. Food and Drug Administration in December.

Bradley in-licensed Elestrin, which is patent-protected until 2022, from BioSante Pharmaceuticals in late 2006 and has exclusive marketing rights for the treatment in the U.S.

Elestrin is a fast-drying topical gel that is applied once daily to the upper arm or shoulder and delivers a consistent supply of estrogen to the bloodstream over a period of 24 hours. There are about 14,000 ob/gyn physicians in the U.S. who account for the majority of prescriptions in the $1.3 billion U.S. estrogen therapy market, which consists of oral and topical products. The topical market segment is worth about $300 million, according to a release from Bradley.

Bradley is a specialty pharmaceutical company that markets to niche physician specialties in the U.S. and international markets and is comprised of Doak Dermatologics, specializing in therapies for dermatology and podiatry; Kenwood Therapeutics, providing gastroenterology, ob/gyn, respiratory and other internal medicine brands; and A. Aarons, which markets authorized generic versions of Doak and Kenwood therapies.

"After the Women's Health Initiative study in July 2002 detailed potential health risks associated with estrogen therapy, women have been seeking new alternatives," says John Knoop, vice president/general manager of Bradley's Kenwood Therapeutics division, in a release. "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 and the North American Menopause Society to use the lowest effective dose of estrogen therapy."

Elestrin offers a low-dose alternative hormone therapy that is not currently available, the company claims. The launch of Elestrin marks the execution of Bradley's strategic plan to in-license Phase II and Phase III drugs with long-term intellectual property protection, develop these licensed drugs into successful products and bring to market brands that fill unmet patient needs.