NovaBay Pharmaceuticals Deploys Direct Sales Force to Market i-Lid Cleanser Across the U.S.

Source: NovaBay Pharmaceuticals

Monday, August 25, 2014 | Practice Development


NovaBay Pharmaceuticals announced that its i-Lid Cleanser sales force has been deployed in 10 major metropolitan areas across the United States, according to a company news release.

“This is an exciting and important moment for NovaBay,” says Dr. Ron Najafi, Chairman and CEO of NovaBay. “For the first time, we are deploying our own team of experienced medical representatives to directly market our non-antibiotic products in a defined market with specific unmet patient needs; this has been our long standing goal at NovaBay. I welcome our medical representatives across the United States and wish them well.”

NovaBay’s newly launched sales and marketing campaign will initially target major urban areas where large numbers of individuals suffer from dry eye and blepharitis. These markets include New York City, Los Angeles, Boston, Atlanta, San Francisco and other high value markets around the United States. These sales representatives recruited for this effort all have extensive experience with eye care products and medical devices—a skill set critical for rapid clinical adoption of this innovative product.

“Our sales team will provide eye care professionals with the technical and practical information that doctors need to successfully implement NovaBay’s i-Lid Cleanser in their practices,” said Glenn Moro, Vice President of Sales and Marketing. “What makes this campaign both challenging and exciting for us is that our sales team is not only selling a product, they are also attempting to bring about a paradigm shift in eyelid hygiene.”

An estimated 23 million Americans suffer from blepharitis, a condition where Staphylococci bacteria grow on eyelids, causing swelling, redness, inflammation, irritation and a crusty build-up. Another thirteen million individuals are estimated to suffer from dry eye syndrome resulting from meibomian gland dysfunction. This condition is typically a result of meibomian gland disease, where the growth of Staphylococci bacteria and the secretion of bacterial toxins cause the meibomian glands to be obstructed by thick waxy secretions. The meibomian glands are responsible for the supply of meibum, an oily substance that prevents evaporation of the eye’s tear film.

Many physicians believe that current treatments, typically antibiotics and steroids, don’t work very well for either condition—while raising concerns over antibiotic resistance and side effects. As the sales team is now explaining to doctors, i-Lid Cleanser may be able to successfully and safely treat both conditions.

“Once doctors begin trying i-Lid Cleanser, we believe they will realize that it offers a major improvement in the standard of care with the potential to become the new paradigm of eyelid care,” says Dr. Najafi.


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