To: Joe Krupa who wrote (13339 ) 3/8/2004 9:10:09 AM From: Montana Wildhack Read Replies (2) | Respond to of 14101 In2Focus steps up U.K. Pennsaid(R) promotion TORONTO, March 8 /CNW/ - Dimethaid Research Inc. (TSX: DMX) announced today that its specialist sales organization, In2Focus, has negotiated a Co- Funding(TM) agreement with a major international pharmaceutical company. The deal, which takes effect in April 2004, will result in expanding the Pennsaid(R) sales force from 20 to 50 and significantly boosting promotion of the company's anti-arthritic lotion throughout the United Kingdom. Under the agreement, In2Focus will provide the increased support at no additional cost to Dimethaid, other than a slight increase in promotional spending. The expanded team will also detail a non-competing prescription therapy for pulmonary disease. Pennsaid is approved in the U.K. as a treatment for osteoarthritis symptoms in knees and superficial joints, and the two products will be marketed to GPs serving similar patient age groups. "Brokering such a relationship is an example of the added value we provide," said In2Focus chairman, Stephen Kerridge. "Both clients come out ahead, and Pennsaid sales efforts will increase 150 percent." In2Focus provides services to a variety of industry leaders including AstraZeneca, Boehringer-Ingelheim, Eli Lilly and GlaxoSmithKline. "Having made the initial product introductions, this extra sales power becomes the next logical step in our long-range plans for taking Pennsaid to optimum market penetration," said Kerridge. Pennsaid's U.K. sales have grown by an average of more than 30 percent per month since the product launched in October 2003. The topical treatment is positioned to compete against oral nonsteroidal anti-inflammatory drugs in a market estimated at around 356 million pounds sterling annually.