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Biotech / Medical : GUMM - Eliminate the Common Cold
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To: out_of_the_loop who wrote (969)9/22/1999 12:51:00 AM
From: Mad2  Read Replies (1) of 5582
 
Howard you ask for the information on QGLY claims;
COLD-EEZE® is the only zinc gluconate glycine (ZIGG) (TM) lozenge proven in two double-blind studies to reduce the duration and severity of common cold symptoms
This information comes from
biz.yahoo.com
and is widely repeated by QGLY. I don't care about the underlying detail, is it 85% 75% or how they substanciate it and the details of their study nor do I care about GUMM's. If GUMM can't make claimes comparable to QGLY's then they will be in deep &%^* From what you've posted they won't be able to claim a "cure for the common cold, right?
That leaves them with a claim of reducing the duration.....ie like QGLY's
The differentiating features that will determine how much of the zicam gets purchaced by consumers will be
1) Advertizing and drilling home the brand of Zicam as a choice in cold symptom reduction, with the objective of creating familiarity between the consumer and the ZICAM brand. Very expensive and tedious.
2) Consumer friendliness.....here zicam has a problem. Consumers that haven't been convinced that ZICAM is the best choice (ie that will seek the product) will have to choose amongst a variety of capusles, loz's and possibley might see ZICAM amongst 20 or 30 other consumer products on the shelf. Unknown brand, unknown company, old fashion (and inconvient methode of application) delivery methode, Zicam isn't going to sell itself.
Mad2
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