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Access Pharma and iMedicor start marketing program for MuGard

Published: 21:27 27 Jul 2010 BST

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Access Pharmaceuticals (OTC:ACCP) has began the initial phase of a multi-channel marketing program ahead of the North American launch of its lead product MuGard. The company’s e-marketing partner iMedicor (OTC:VMCI) is carrying-out a two-pronged marketing strategy, via direct sales though Direct Medical Solutions (DMS)and its online pharma marketing portal, to support the product’s commercial launch.

"Teaming up with iMedicor and DMS is an important strategic step in launching MuGard in North America as it provides us the ability to introduce MuGard more rapidly and cost-effectively than we would expect through traditional distribution channels to doctors," Access chief executive Jeffrey Davis commented.

MuGard is an FDA-approved oncology supportive care treatment in the form of an oral wound rinse. It is used for the management of oral mucositis, a painful inflammation and ulceration of the mucous membranes which is a debilitating side effect of radiation treatment and chemotherapy.

The initial phase of the marketing program for MuGard includes a targeted sampling program to DMS' physician network. Through the sampling, MuGard is currently being introduced to centers of excellence, key opinion leaders, cancer research centers and selected physicians in the United States.

"Along with this initial and on-going sample program, Access will be able to utilize the medical education aspects of the iMedicor system to further inform doctors about oral mucositis and MuGard, and to accelerate commercial uptake in the U.S. market", Davis added.

Access highlighted that the full national launch of the marketing program is expected to get underway in the third quarter, utilizing iMedicor's highly-targeted Physician Communication System (PCS) - which reaches over 200,000 select physicians – whilst leveraging iMedicor's strategic partnerships.

Through the partnership, iMedicor and DMS will share a portion of MuGard’s revenue as sales are developed within North America.

"After many months of planning, we look forward to assisting Access Pharma with its introduction of MuGard on a national level" iMedicor chief executive Fred Zolla said.

"MuGard represents a potential blockbuster product that could significantly improve the quality of life for patients undergoing certain cancer treatments. iMedicor's ability to deliver essential information from a trusted source to specific physician audiences will significantly increase Access Pharma's marketing ROI," Zolla added.

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