Apricus' considerable challenge moving forward will be to turn Vitaros into a successful ED product. Vitaros is a cream containing alprostadil, which works by diluting blood vessels. Using Vitaros, however, is not as easy as smearing the cream on the penis and waiting for the erection to happen. To be effective, Vitaros has to be applied inside the head of the penis, through the opening to the urethra. It's a five-step process according to Apricus' instruction sheet:
1. Wash hands. Ready Vitaros dispenser (which resembles a syringe without the needle.)
2. Grasp tip of penis and "gently manipulate" the opening.
3. Apply as much Vitaros cream as possible to the opening of the penis by holding tip of dispenser above the opening and slowly depressing the plunger over 5-10 seconds.
4. Hold the penis upright for approximately 30 seconds to allow the cream to penetrate.
5. Wash hands because the cream can be irritating to the eyes. Doesn't that sound like fun? I won't harp on it here, but Vitaros' main side effects are localized burning sensation and skin irritation -- neither of which are necessarily the nicest feelings to experience while trying to have sex. Apricus isn't stupid. The company knows Vitaros is not a convenient or desirable ED therapy compared to Pfizer's ( PFE) Viagra or Eli Lilly's ( LLY) Cialis. It's going to be a niche product used only by men cannot take the ED pills for medical reasons or for whom ED pills don't work. Apricus believes this slice of patients is financially significant, but it's up to the company to prove it.
OptiNose will stop your migraine but side effects include death by embarrassment. $AVNR— Adam Feuerstein (@adamfeuerstein) July 2, 2013And this one:
@adamfeuerstein OptiNose sounds like a plastic surgery procedure which would be really successful on Long Island— Joseph A. Tranfo (@JATranfo) July 2, 2013Alternative methods of delivering commonly used oral migraine medicines have been tried. None are very successful. Allergan ( AGN) bought Map Pharmaceuticals and its Levadex inhaled migraine treatment, but the product was recently rejected by FDA. Nupathe ( PATH) received FDA approval for a migraine armband known as Zecuity in January, but the company has so far failed to land a marketing partner and a launch isn't even expected until the end of the year. "Today marks a transformational day for Avanir as we further diversify our CNS product line... This product aligns extraordinarily well with our current infrastructure and if approved has the ability to contribute significant revenues alongside our rapidly growing NUEDEXTA PBA business," said Avanir CEO Keith Katkin on a Tuesday night conference call explaining the deal. Investors said, "Meh." Avanir shares closed down TK on Wednesday. -- Reported by Adam Feuerstein in Boston. Follow @AdamFeuerstein