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Brand Extension through Alternative Medicines

Brand Extension through Alternative Medicines

January 31, 2017

In today’s generation, the consumer population has increased its interest in self-care. Traditionally, consumers have been using medicated treatments to combat various conditions including pain, cold/flu, and allergies. With the increased interest in health and wellness, many consumers are looking for alternatives, such as homeopathic medicines, to replace medicated OTC products.

An example of alternative medicine that has gained popularity in recent years is the traditional Chinese medicine therapy known as cupping. At the 2016 Olympics, many athletes used a therapy known as cupping to relieve pain and increase blood flow to muscles instead of using anti-inflammatory medications. By increasing blood flow to certain areas, it may help to improve circulation and loosen muscles. In traditional Chinese medicine, the practice of cupping is known to improve the flow of energy or “qi” through the body. Many athletes claim that cupping has helped keep them healthy during their hard training sessions.

Consumer companies have recently identified this trend as an opportunity to help expand their businesses by offering both OTC medications and homeopathic treatments to help consumers self-treat their conditions.

In recent years, several companies have developed, acquired, and/or launched homeopathic treatments in order to help consumer become more mindful of their self-treatments. Such business opportunities include:

  • In the first quarter of 2017, Mylan plans to close their deal with ProPhase Labs for the acquisition of Cold-EEZE®. Cold-EEZE is a homeopathic cold and flu brand in the US.
  • In 2016, Monrone FZC Healthcare signed a licensing agreement with Applied Pharma Research. The deal allows Monrone FZC Healthcare to launch and market Halykoo, a range of pediatric herbal medicines, in the Middle East.
  • Genexa Health has developed a proprietary organic technology that allows them to create healthier, higher quality homeopathic OTC medicines. In 2016, the company launched several organic homeopathic remedies including formulations for flu, cold, allergies, stress, pain, leg cramps, sleeplessness, and jet lag.
  • Sanofi Chattem’s IcyHot® Smart Relief™ TENS for back and hip pain was launched in 2014. In 2015, the company launched a similar TENS device that was designed to be used for the shoulder and knee.
  • Bayer’s Aleve Direct Therapy™ TENS device for back pain was launched in 2016.

For more information or assistance on identifying new opportunities in alternative medicines, please contact Melissa Law to further discuss your needs.

Melissa Law
(703) 531-0266