Leading Web Marketing Firm Strengthens Relationship with Wrinkle Treatment Maker

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Etna Interactive, an international Web marketing firm, is expanding its relationship with BioForm Medical, a medical device manufacturer and maker of the popular wrinkle treatment RADIESSE®. BioForm has now been acquired by Merz Pharma Group as a subsidiary called Merz Aesthetics.

Etna Interactive (http://www.etnainteractive.com), a Web marketing firm specializing in the medical sector, continues to expand its relationship with BioForm Medical, which has been acquired and renamed Merz Aesthetics by Merz Pharma Group ("Merz"), a privately-held company based in Frankfurt, Germany. BioForm Medical's popular dermal filler RADIESSE® has made the company a market leader in the United States and Europe, and the new parent company hopes to capture even more of the dermal filler market. Following the acquisition, Merz Aesthetics has chosen to continue working with Etna Interactive for their Web marketing.

"We've been working with BioForm Medical for some time, and we're delighted to continue working with them now that they are part of Merz," says Ryan Miller, president of Etna Interactive. "Both companies have been leaders in the wrinkle treatment market, so marrying their marketing interests makes sense and we're in a prime position to help them grow their market share."

Etna Interactive has worked with BioForm Medical to promote their most popular product, RADIESSE, which is used cosmetically for wrinkle reduction. Recent updates to the RADIESSE Web site promoted the newest formulation of RADIESSE, with the added local anesthetic lidocaine for enhanced patient comfort. RADIESSE received U.S. FDA approval for a method of mixing RADIESSE with lidocaine in 2009, and immediately began commercial efforts to educate physicians and patients with the help of Etna Interactive's team.

"The RADIESSE Web site, which serves as a central repository for their international brand, provides information for both consumers and doctors who are interested in this advanced dermal filler," adds Mr. Miller. "The site is a primary communication tool for the company to talk about its trusted brand in wrinkle treatment."

The combination of RADIESSE and lidocaine has been shown to greatly increase patient comfort during injections, replacing topical numbing creams which can be messy and require up to 30 minutes to take effect. RADIESSE with lidocaine is the only calcium-based dermal filler on the market that treats facial wrinkles by restoring the skin's natural collagen while adding increased comfort in the process.

"Like BioForm, Merz is a company committed to introducing effective and innovative products," says Mr. Miller. "RADIESSE is both of those things, and I am delighted to have the opportunity to continue marketing this and other products that are part of the Merz Aesthetics lineup."

Etna Interactive (http://www.etnainteractive.com) delivers medical marketing solutions for the online media needs of a wide variety of clients, including plastic surgeons, medical device manufacturers, health advocates and many other professionals in the healthcare industry and beyond. By assisting these professionals with their medical Web site design, development and other marketing needs, Etna helps its clients expand their business by connecting with interested patients and business prospects.

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