Novartis introduces film strips for flu range
in portable dissolvable strips, thought to be the first such
products to use the novel delivery format.
Strips are easy to administer and expected to increase compliance, particularly among children but they are not yet well-established on the market.
Last year, US company Zengen launched a strip delivering benzocaine, a local anaesthetic, for the treatment of sore throat. At the time, the company claimed this was the first time that this type of delivery system had been used for an active pharmaceutical ingredient (API).
Since then, the 'melt on the tongue' delivery system continues to gain momentum, with companies working on the technology manoeuvring to better cater to the pharmaceutical market.
One such, US-based MonoSol, recently acquired drug delivery specialist Kosmos Pharma, responsible for a film technology called FDTAB, and has since set up a new venture, MonoSolRx, to serve the pharma markets.
Novartis has previously been first-to-market with other innovative delivery methods, including hot liquids, vapor patches, and soft chews.
Thin Strips will be used in line extensions of two category-leading Novartis OTC brands: TheraFlu Thin Strips for adults and children over 12, and Triaminic Thin Strips for children ages 6-12, to be launched in July for sale during the 2004-05 cough/cold season.
The products use a proprietary taste system, said to be unlike the thin films currently on the market, which masks the negative taste associated with the active ingredients. Cherry or grape flavours, along with other ingredients are then blended with the active ingredients.
The product launch will be backed by a major marketing campaign, including national TV and radio advertising, promotions, consumer-focused public relations activities, and professional outreach.
