Adair-Greene Launches CeraLyte®, first Commercial Product from Cumberland Pharmaceuticals; Campaign for Non-prescription Drug Aims at Gastroenterologists and Other Physicians

Adair-Greene Healthcare Communications, an Atlanta-based healthcare agency, has begun rolling out a campaign that uses a play on words-Retention Deficit Disorder, instead of the more common Attention Deficit Disorder, or ADD-to draw medical attention to a new solution to the old problem of dehydration and diarrhea. Called CeraLyte, the new non-prescription product is being marketed nationwide by Cumberland Pharmaceuticals in agreement with the manufacturer, Cera Products Inc. Adair-Greene has been Cumberlands agency of record since the company was founded in 2000. More details on company, drug, agency.

Atlanta, GA (PRWEB) February 13, 2004 --Adair-Greene Healthcare Communications has begun rolling out a campaign that uses a play on words-Retention Deficit Disorder, instead of the more common Attention Deficit Disorder, or ADD-to draw medical attention to a new solution to the old problem of dehydration and diarrhea.

Called CeraLyte, the new non-prescription product is being marketed nationwide by Cumberland Pharmaceuticals Inc., of Nashville, Tennessee, in agreement with the manufacturer, Cera Products Inc., a company based in Baltimore, Maryland. Adair-Greene has been Cumberlands agency of record since the company, which specializes in the commercialization of niche pharmaceuticals, was founded in 2000.

CeraLyte, which is Cumberlands first product to reach the market, is a breakthrough medication, one that demands a breakthrough campaign," said Mark Perlotto, executive vice president and general manager of the agency. We chose Retention Deficit-with its 'two stall artwork-to dramatize the drugs double effect. CeraLyte literally stalls diarrhea and dehydration by helping patients retain fluids in a safe and effective manner."

The campaign, aimed at physicians specializing in gastroenterology, emergency medicine and primary care, includes a variety of materials designed to support the Cumberland sales force while providing information that explains the drugs dual action.

According to Jim Aderhold, VP Sales & Marketing of Cumberland, the potential market for CeraLyte is substantial. This is the first oral rehydrating solution (ORS) proven effective against diarrhea, a condition that affects millions of people a year," he said. While other products in its class are typically sugar-based, he explained, CeraLyte is made with a rice-based formulation, which provides faster absorption and greater fluid retention. It is safe for children and adults, is the only product in its class available in liquid and powder forms and is appropriate for any kind of diarrhea, acute or chronic, regardless of its cause.

Paul Boersig, Cumberlands Product Director, will oversee the account for the pharmaceutical company, while Belinda Givens, Senior Account Executive, will head up the agency team.

Cumberland Pharmaceuticals is a four-year-old company created to acquire the rights to and actively market a portfolio of niche pharmaceuticals for specific physician segments such as gastroenterology, critical care, pulmonology and emergency medicine. For more information, visit the website at www.CumberlandPharma.com .

In addition to Cumberland, Adair Greene-which is one of the fastest growing healthcare agencies in the U.S.-has a roster of healthcare clients that includes Arthrocare, Axcan Pharma, Biovail Pharmaceuticals, Genzyme, Hoya Vision Care, Noven Pharmaceuticals, Pfizer CentreSource, Schwarz Pharma, Scios and Stiefel Laboratories. A division of McCann Erickson WorldGroup, Adair-Greene is located at 200 Atlanta Technology Center, 1575 Northside Drive NW, Atlanta, GA 30318. Tel: (404) 351-8424; fax: (404) 351-4865.

Visuals upon request. Email jlaitin@julielaitin.com.

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Contact: Julie Laitin (212) 286-2424
jlaitin@julielaitin.com