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Watson Launches GELNIQUE(TM) (oxybutynin chloride) Gel 10%, First and Only Topical Gel for Overactive Bladder (OAB)
Date:5/21/2009

- Bold and innovative marketing campaign will target women and highlight product's efficacy, ease of use and excellent tolerability -

CORONA, Calif., May 21 /PRNewswire-FirstCall/ -- Watson Pharmaceuticals, a leader in generic and specialty branded pharmaceuticals, announced today the launch of GELNIQUE(TM) (oxybutynin chloride) gel 10%, first and only topical gel for the treatment of overactive bladder (OAB) with symptoms of urge urinary incontinence, urgency, and frequency.

While GELNIQUE is approved for use in men as well as women, Watson has opted to target the active, female OAB patient in its marketing efforts. The GELNIQUE marketing campaign will highlight the power of control GELNIQUE offers to OAB patients rather than focusing, as traditional products have, on the predictable embarrassment and stigma associated with OAB.

"As the first and only topical gel for OAB, we believe that GELNIQUE provides physicians and their patients with an effective, easy first-line drug treatment option," said Paul Bisaro, Chief Executive Officer of Watson. "Because GELNIQUE is a first, we are launching our product with a unique promotional campaign, one that speaks to health care professionals and patients with language and images that are empowering. We believe we can successfully position this new treatment option in a way that differentiates our product, and our message in a category that has been dominated by big pharma's tired and traditional promotion for years."

OAB is characterized by a sudden, uncomfortable need to urinate with or without urge incontinence (urine leakage), and usually includes more frequent urination and nocturia (waking up at least once during the night to urinate). It affects as many as 34 million adults in the U.S. - more than diabetes or asthma. The U.S. OAB market currently exceeds $1.8 billion annually and continues to grow each year. More than an "inconven
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SOURCE Watson Pharmaceuticals, Inc.
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