Infirst Healthcare to launch otc medicines
Seek spin-out receives US$5m upfront payment from US partner
A former GlaxoSmithKline executive is to lead a new consumer healthcare company, Infirst Healthcare, which will launch and market over-the-counter medicines, initially to treat cough and cold and pain.
Manfred Scheske, previously president of GlaxoSmithKline’s European Consumer Healthcare business, will lead the firm as chief executive.
The new company, a spin-out from UK drug discovery group Seek (previously known as PepTcell), has signed a licensing agreement with a key partner in the US, for which it has received a US$5m upfront payment, with further milestones and royalties to be earned from product sales.
Infirst Healthcare’s most advanced product in development is a cocoa-flavoured liquid for the treatment of cough and cold, which should be launched in Q4 2013 by Infirst’s US partner and thereafter by Infirst in Europe.
The second product will be an ibuprofen-based, healthy plant oil infused product for the treatment of inflammatory pain.
In addition, Infirst Healthcare is developing a broad portfolio of improved and fast-to-market drugs (adding natural ingredients to safe and well-established products). The company says these medicines will have a rapid regulatory path to market, as their indication, dose, regime and label remain unchanged.
Infirst Healthcare will use a similar marketing strategy to that used by some of the largest consumer health brands such as Sensodyne and Tylenol, which were built on the endorsement of healthcare professionals and on effective symptom relief.
Scheske said: ‘We have talked to many healthcare practitioners who have confirmed the need for new, improved options for the treatment of cough and pain that are safe and cost-effective. Feedback from consumer research has also overwhelmingly confirmed the need for new products that have natural ingredients, such as cocoa, that can be combined with existing safe medicines to deliver an enhanced outcome for the patient.’
