Billion Dollar Loogie


	Billion Dollar Loogie

BobbyDelray

12-10-2007 2:29 PM

266 views

tags:

mucinex, reckitt benckiser, mr. mucus, fda

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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://www.clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/523375cb-ea8d-4a51-9770-de4cb4609757/47252FAC-2864-4D34-8CE9-B166DB684419/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://blogs.wsj.com/health/2007/12/10/how-a-talking-loogie-landed-a-multi-billion-dollar-deal/" href="http://blogs.wsj.com/health/2007/12/10/how-a-talking-loogie-landed-a-multi-billion-dollar-deal/" style="font-size: 11px;">blogs.wsj.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://blogs.wsj.com/health/2007/12/10/how-a-talking-loogie-landed-a-multi-billion-dollar-deal/">Sure, the walking, talking gob of phlegm (pictured) was genius. But it was a clever intellectual property strategy that made that loogie worth $2.3 billion.</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://blogs.wsj.com/health/2007/12/10/how-a-talking-loogie-landed-a-multi-billion-dollar-deal/"><div align="center"><img src="http://content9.clipmarks.com/blog_cache/blogs.wsj.com/img/98BF293E-27BB-453D-B107-023A22BB74DB" alt="" /></div></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://blogs.wsj.com/health/2007/12/10/how-a-talking-loogie-landed-a-multi-billion-dollar-deal/">That’s how much British conglomerate Reckitt Benckiser just <A target="blank" href="http://online.wsj.com/article/SB119729217134719272.html">agreed to pay</A> for Adams Respiratory Therapeutics, the maker of the cough medicine Mucinex (and sponsor of the Mr. Mucus ads).</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://blogs.wsj.com/health/2007/12/10/how-a-talking-loogie-landed-a-multi-billion-dollar-deal/">Guaifenesin, the active ingredient in Mucinex, is a medicine that’s about as old as the hills. But Adams was the first company to do clinical trials to prove to the FDA that the long-acting form of the drug is safe and effective. That meant it got exclusive rights to that formulation — which was enough to get the FDA to <A target="blank" href="http://blogs.wsj.com/health/2007/05/25/fda-bumps-phlegm-fighters-from-market/">bump</A> a bunch of generic versions off the market. And congested consumers, happy to take their medicine less often, snapped up Mucinex.</blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;">&nbsp;</td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/47252FAC-2864-4D34-8CE9-B166DB684419/blog/" title="blog or email this clip"><img src="http://content6.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>

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