January 20, 2015
By Mark Terry, BioSpace.com Breaking News Staff
Emeryville, Calif.-based NovaBay Pharmaceuticals, Inc. , announced today that it will expand its sales force in support of its eye care product Avenova. Currently the company has 15 sales representatives working on Avenova, but will expand to 35.
“We are encouraged by the early reception for Avenova from ophthalmologists and optometrists, and by the many patients reporting relief after years of suffering from chronic conditions such as blepharitis and dry eye syndrome,” said company Chairman and CEO Ron Najafi in a statement. “With 35 experienced medical representatives in our Avenova sales force, we will be able to reach eye care specialists in every major market across the U.S.”
Previously marketed as i-Lid Cleanser, Avenova is the first prescription, non-detergent based, non-antibiotic to show success for the treatment of blepharitis, meibomian gland dysfunction and associated dry eye syndromes. Avenova contains Neutrox, a pure hypochlorous acid (HOCl), which is produced by white blood cells to fight off microbial agents.
“Avenova is a real breakthrough in eye care,” said Terrence O’Brien, director of the Refractive Surgery Service, Bascom Palmer Eye Institute at Palm Beach Gardens in a statement. “This product fills a medical need not being met by current products.”
In November 2014, NovaBay announced it had inked a national distribution agreement with McKesson Corporation (MCK) for Avenova (then called i-Lid Cleanser). “The agreement with McKesson will make our sales team much more effective,” said Glen Moro, vice president of NovaBay’s Sales and Marketing in a statement, “because eye care professionals now can be assured that patients will be able to easily fill prescriptions for i-Lid Cleanser.”
Today’s news followed an announcement on Jan. 7 that the company was refocusing its business to zero in on three primary components: revenue growth, by expanding its Avenova sales and marketing team; innovation, by continuing to develop new products for the eye care market; and strategic alternatives, but keeping its partnerships in China, Korea and the Middle East, as well as animal care partnerships with Virbac and in dermatology with Galderma.
“Following a comprehensive review of our assets, competitive positions, markets and market dynamics we have determined that focusing on eye care affords NovaBay the best opportunity for near-term revenue growth and, ultimately, profitability and positive operating cash flow,” said Najafi in a statement. “In addition, we are committed to monetizing other assets. Expenses to support programs outside of eye care have been significantly reduced, unless these programs are funded through collaborations or partnerships.”
BioSpace Temperature Poll
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