Women First HealthCare Announces a Strategic Shift to Include Dermatologists; Sales Force Size Expanded to Call on Both OB/GYNs And Dermatologists.

Business Editors/Health/Medical Writers

SAN DIEGO--(BUSINESS WIRE)--Sept. 11, 2003

Women First HealthCare Inc. (Nasdaq: WFHC) today announced that its current sales force will begin promoting Vaniqa(R) (eflornithine hydrochloride) Cream, 13.9% to dermatologists. The company also announced that it will expand its sales force with flex-time representatives to be placed in uncovered territories promoting both Esclim(TM) (estradiol transdermal system) and Vaniqa to OB/GYNs and dermatologists.

According to Edward F. Calesa, chairman and CEO of Women First, "Women First is in the enviable position of having two flagship brands, Esclim and Vaniqa. The success of our sales force in growing Esclim nearly 50% this year after 109% increase a year ago has given us the confidence that we can have a positive impact on Vaniqa by selling directly to dermatologists. We have therefore decided to take two strategic steps that will create renewed demand for Vaniqa, first a deployment of our current sales force to potential high volume prescribing dermatologists, and second, the expansion of our sales force by the addition of flex reps in high volume Vaniqa territories."

Michael Sember, president and COO, stated, "We announced previously our goal of stabilizing the decline in prescriptions for Vaniqa following over a year of zero promotional activity prior to our acquisition of the brand. We are pleased to report that we have achieved that goal. This refocusing of our efforts is indicative of our desire to aggressively grow Vaniqa here in the U.S. In addition, we are taking several important steps to begin marketing of the product in many of the other 25 countries throughout the world where Vaniqa is approved."

Women First HealthCare will continue to focus on the OB/GYN community with both products and the full-time sales force will spend 30% of their time specifically building the Vaniqa brand to dermatologists. The flex-time sales reps will be placed in uncovered territories promoting both Esclim and Vaniqa to OB/GYNs and dermatologists. This expansion will allow for coverage of high decile physicians in high potential geographies and will ultimately continue to build the business in both market segments.

Concurrent with this, Women First and Ventiv Health Inc. (Nasdaq: VTIV) announced their mutual decision to terminate their sales and marketing agreement under which Vaniqa had been promoted to dermatologists. Sember commented that "We are appreciative of Ventiv's efforts. They were instrumental in stabilizing this brand and we look forward to potentially working together in the future."

About Esclim(TM)

Women First markets Esclim (estradiol transdermal system) exclusively in the U.S. under a distribution and licensing agreement with Laboratoires Fournier SA of France. Its active ingredient is estradiol, the principal form of estrogen produced naturally by a woman's ovaries during the reproductive years. The Esclim transdermal patch system offers maximum dosing flexibility with five dosage options (0.025, 0.0375, 0.05, 0.075, and 0.1 mg/day) and is applied twice weekly. Esclim provides a unique ethylene vinyl acetate (EVA) matrix system with flexible foam backing to assure suppleness that follows the movements of a woman's skin.

Esclim is approved by the U.S. Food and Drug Administration (FDA) for the treatment of vasomotor menopausal symptoms such as hot flashes and night sweats.

The most commonly reported side effects of Esclim are those typical of estrogen replenishment therapy: breast tenderness, headache, nausea and abdominal pain. Estrogens have been reported to increase the risk of endometrial carcinoma in postmenopausal women. Estrogens are contraindicated in patients with known or suspected pregnancy, undiagnosed abnormal genital bleeding, known or suspected breast cancer, known or suspected estrogen-dependent neoplasia, or active thrombophlebitis or thromboembolic disorders.

For more information about Esclim or to see the package insert, visit www.womenfirst.com, Rx Products area.

About Women First HealthCare Inc.

Women First HealthCare Inc. (Nasdaq: WFHC) is a San Diego-based specialty pharmaceutical company. Founded in 1996, its mission is to help midlife women make informed choices regarding their health care and to provide pharmaceutical products -- the company's primary emphasis -- and lifestyle products to meet their needs. Women First HealthCare is specifically targeted to women age 40+ and their clinicians. Further information about Women First HealthCare can be found online at www.womenfirst.com, About Us and Investor Relations.

This press release contains certain "forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995. These statements are often, but not always, made through the use of words or phrases such as "believe," "will," "expect," "anticipate," "estimate," "intend," "plan" and "would." Such forward-looking statements are subject to various risks, and Women First HealthCare Inc. cautions you that any forward-looking information is not a guarantee of future performance. Women First HealthCare Inc. disclaims any intent or obligation to update these forward-looking statements. Actual results could differ materially due to a number of factors, including (i) we may not maintain compliance with the new covenant levels established with respect to the senior secured notes; (ii) we have incurred significant losses since we were founded in November 1996, and if midlife women do not use, and their clinicians do not recommend, the products we offer, we will experience losses in the future; (iii) there is a limited market awareness of our company and the products and services we offer; (iv) we may not be able to identify appropriate acquisition, licensing or co-promotion candidates in the future or to take advantage of the opportunities we identify; (v) we and our products face significant competition; (vi) our products may not achieve or maintain market acceptance for a variety of reasons, including as a result of recent research published by the National Cancer Institute and the National Institutes of Health concerning estrogen replenishment therapy and combination estrogen/progestin hormonal replenishment therapy in healthy menopausal women, respectively; (vii) if we do not successfully manage any growth we experience, we may experience increased expenses without corresponding revenue increases; (viii) we are dependent on single sources of supply for all of the products we offer; (ix) reduced consumer confidence could adversely affect sales by our Consumer Business Division; (x) our third party suppliers and licensors may terminate their agreements with us earlier than we expect, and as a result we may be unable to continue to market and sell the related pharmaceutical products on an exclusive basis or at all; (xi) if we overestimate demand for our products, we may be required to write off inventories and/or increase our reserves in future periods, (xii) we have incurred significant debt obligations which will require us to make debt service payments in the future; and (xiii) additional factors set forth in the company's Securities and Exchange Commission filings including its Annual Report on Form 10-K for the period ended December 31, 2002 and its Form 10-Q for the period ended June 30, 2003.