A New Unmet Medical Need: Excess Adipose Tissue Syndrome

As reported by FierceBiotech (here), "Bayer Healthcare touted upbeat data from a pair of late-stage studies of an investigational drug [ATX-101, a synthetic version of a human bile component] targeting chin fat, setting the stage for the giant to step into growing aesthetic treatment market. And the results provide a victory from Kythera, which licensed the injected drug to Bayer for markets outside the U.S. and Canada".“An injectable solution for reduction of submental fat is an unmet need in aesthetic medicine," said Patricia S. Walker, M.D., Ph.D., KYTHERA’s Chief Medical Officer."Based on evidence-based experience, ATX-101 represents a promising candidate for the reduction of submental fat," said Dr. Kemal Malik, Bayer's head of global development.The "evidence" includes Patient-Reported Outcomes (PRO) that were evaluated on the basis of a 7-point "Subject Satisfaction Rating Scale (SSRS), a validated 5-point Patient-Reported Submental Fat Rating Scale (PR-SMFRS) and a Patient-Reported Submental Fat Impact Scale (PR-SMFIS). Calipers, an objective measure of submental fat thickness, also were used to assess the reduction of submental fat."If this drug is approved in the U.S. I envision Bayer launching an innovative, "in your face," direct-to-consumer (DTC) advertising campaign. The first stage of the campaign will be focused on disease awareness.First, you have to invent some new medical terminology. "Chin Fat" doesn't sound serious. Plus, you just don't say ...
Source: Pharma Marketing Blog - Category: Pharma Commentators Tags: Bayer Allergan Reminder Ads Botox Disease awareness Obesity drugs Source Type: blogs