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MEDICAL TECH INDUSTRY NEWS
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AVANIR launches campaign promoting new PBA drug

It’s the only product on the market for treating the neurologic disorder, which causes involuntary episodes of laughing and crying.

BY TINA BORGATTAPublished: February 01, 2011 10:31 AM

Aliso Viejo-based AVANIR Pharmaceuticals has launched a nationwide outreach and marketing campaign to coincide with the launch of its NUEDEXTA therapy for pseudobulbar affect – or PBA – which is a neurologic condition causing involuntary episodes of laughing and crying.

It’s the only FDA-approved treatment for the condition on the market.

AVANIR’s sales team on Friday will begin reaching out to neurologists, psychiatrists and other physicians who treat patients with PBA, which sometimes occurs among people with multiple sclerosis; amyotrophic lateral sclerosis, or ALS; traumatic brain injury; stroke; Parkinson's disease and certain other neurologic conditions. A managed market team will work with key people representing Medicare Part D plans, commercial insurers, pharmacy benefit managers and drug wholesalers to maximize patient access to the drug.

The company is also launching an insurance reimbursement counseling hotline and a co-pay assistance program.

"It's promising to see new therapies like NUEDEXTA coming on to the market, providing patients with additional tools to help manage some of the disabling conditions associated with brain injuries and other neurologic conditions," said Brain Injury Association of America President and CEO Susan H. Connors. "We look forward to seeing more trends like this emerge."

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