BioDelivery Sciences Retains Addison Whitney as Brand Development Firm for BEMA(TM) and BEMA(TM) Fentanyl.MORRISVILLE, N.C. -- BioDelivery Sciences International, Inc. (NASDAQ NASDAQ in full National Association of Securities Dealers Automated Quotations U.S. market for over-the-counter securities. Established in 1971 by the National Association of Securities Dealers (NASD), NASDAQ is an automated quotation system that reports on : BDSI BDSI Brooks Divinity School, Inc (Denver, CO) ) announced today that it has engaged Addison Whitney, Inc. to develop the brand identity and brand strategy for its BEMA(TM) drug delivery technology and BEMA(TM) Fentanyl fentanyl /fen·ta·nyl/ (fen´tah-nil) an opioid analgesic; the citrate salt is used as an adjunct to anesthesia, in the induction and maintenance of anesthesia, in combination with droperidol (or similar agent) as a neuroleptanalgesic, and , the company's lead BEMA(TM) formulation. Due to the nature of the BEMA(TM) technology and the scope of its potential product capabilities, BDSI believes the branding process is a critical component of the company's BEMA commercialization strategy. The BEMA(TM) drug delivery technology consists of a dissolvable, dime-sized polymer disc for application to mucosal (inner lining of cheek) membranes. BEMA(TM) discs deliver a rapid, reliable dose of drug across mucous membranes Mucous membranes The inner tissue that covers or lines body cavities or canals open to the outside, such as nose and mouth. These membranes secrete mucus and absorb water and salts. Mentioned in: Leprosy, Pulmonary Fibrosis, Topical Anesthesia for time-critical conditions. The BEMA(TM) drug delivery technology is targeted initially at the areas of pain management, sedation Sedation Definition Sedation is the act of calming by administration of a sedative. A sedative is a medication that commonly induces the nervous system to calm. Purpose The process of sedation has two primary intentions. and post-operative care. The patented BEMA(TM) drug delivery technology is exclusively licensed to BDSI on a worldwide basis. BEMA(TM) Fentanyl is expected to offer the advantages of a fast-acting, patient friendly delivery of the FDA-approved pain medication fentanyl, providing ease of use and convenience. Applied with the BEMA(TM) technology, fentanyl has the potential to meet the need for new treatments for breakthrough pain (episodes of severe pain which "break through" the medication used to control the persistent pain) in opiod-tolerant patients. As previously announced, BDSI expects to complete its Phase III Noun 1. phase III - a large clinical trial of a treatment or drug that in phase I and phase II has been shown to be efficacious with tolerable side effects; after successful conclusion of these clinical trials it will receive formal approval from the FDA BEMA(TM) Fentanyl trials for the treatment of breakthrough cancer pain during the second half of 2006. Within the global market, pain medication generates annual sales of more than $24 billion. Between $2 billion and $4 billion is targeted at breakthrough pain, with BEMA(TM) Fentanyl being a subset of this market. BDSI believes that BEMA(TM) Fentanyl maintains a strong potential of securing a significant share of the breakthrough cancer pain market in the U.S. The company expects that BEMA(TM) Fentanyl will generate estimated annual peak sales of $250 million. In early January, BDSI announced that it had filed an IND with the FDA FDA abbr. Food and Drug Administration FDA, n.pr See Food and Drug Administration. FDA, n.pr the abbreviation for the Food and Drug Administration. on a second BEMA(TM) formulation, BEMA(TM) Long Acting Analgesic analgesic (ăn'əljē`zĭk), any of a diverse group of drugs used to relieve pain. Analgesic drugs include the nonsteroidal anti-inflammatory drugs (NSAIDs) such as the salicylates, narcotic drugs such as morphine, and synthetic drugs . "We are pleased to select Addison Whitney as the branding and development agency of record for our BEMA(TM) pain franchise products given their track record of building global brands," said Mark Salyer, Executive Vice President of Sales and Marketing at BioDelivery Sciences International. Addison Whitney is a full-service branding consultancy. Its team of branding experts has developed innovative naming, graphic, brand strategy, and testing methodologies that have proven to be among the most effective in the global market. "We are very excited to work with BDSI in developing the brand identity and strategy for the BEMA(TM) platform," said Brannon Cashion, Senior Vice President of Addison Whitney. "The BEMA(TM) technology provides the physician and patient population with an innovative method of delivery. We think that BEMA(TM) Fentanyl, specifically, has real potential in cancer pain management, and we are therefore excited to work on this project" Mr. Cashion said. About BioDelivery Sciences International BioDelivery Sciences International, Inc. is a specialty biopharmaceutical company that is exploiting its licensed and patented drug delivery technologies to develop and commercialize, either on its own or in partnerships with third parties, clinically-significant new formulations of proven therapeutics therapeutics Treatment and care to combat disease or alleviate pain or injury. Its tools include drugs, surgery, radiation therapy, mechanical devices, diet, and psychiatry. targeted at "acute" treatment opportunities such as pain, anxiety, nausea and vomiting Nausea and Vomiting Definition Nausea is the sensation of being about to vomit. Vomiting, or emesis, is the expelling of undigested food through the mouth. , and infections. The company's drug delivery technologies include: (i) the patented Bioral(R) nanocochleate technology, designed for a potentially broad base of applications, and (ii) the patented BEMA(TM) (transmucosal or mouth) drug delivery technology. The company's headquarters are located in Morrisville, North Carolina Morrisville is a town in Wake County, North Carolina, USA. The population was 5,208 at the 2000 census. A Special Census was conducted by the United States Census Bureau in March 2004, when the population was enumerated at 11,915. and its principal laboratory is located in Newark, New Jersey. For more information please visit www.bdsinternational.com. About Addison Whitney, Inc. Addison Whitney, a global branding consultancy serving Fortune 1000 companies, is headquartered in Charlotte, NC, with offices in San Francisco San Francisco (săn frănsĭs`kō), city (1990 pop. 723,959), coextensive with San Francisco co., W Calif., on the tip of a peninsula between the Pacific Ocean and San Francisco Bay, which are connected by the strait known as the Golden , CA, and London, England. Addison Whitney specializes in brand strategy, corporate and product name development, market research and graphic design services. For more information please visit www.addisonwhitney.com Forward-Looking Statements forward-looking statement A projected financial statement based on management expectations. A forward-looking statement involves risks with regard to the accuracy of assumptions underlying the projections. Note: Except for the historical information contained herein, this press release contains, among other things, certain forward-looking statements, within the meaning of the Private Securities Litigation Reform Act The Private Securities Litigation Reform Act of 1995 (PSLRA) implemented several significant substantive changes affecting certain cases brought under the federal securities laws, including changes related to pleading, discovery, liability, class representation and awards fees and of 1995, that involve risks and uncertainties. Such statement may include, without limitation, statements with respect to the Company's plans, objectives, expectations and intentions and other statements identified by words such as "may", "could", "would", "should", "believes", "expects", "anticipates", "estimates", "intends", "plans" or similar expressions. These statements are based upon the current beliefs and expectations of the Company's management and are subject to significant risks and uncertainties, including those detailed in the Company's filings with the Securities and Exchange Commission. Actual results, including, without limitation, the results of additional clinical trials and FDA review of the Company's formulations and products, may differ from those set forth in the forward-looking statements. These forward-looking statements involve certain risks and uncertainties that are subject to change based on various factors (many of which are beyond the Company's control). |
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