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Non-Tech : Enamelon (ENML) - Does anyone follow this? -- Ignore unavailable to you. Want to Upgrade?

To: Q. who wrote (791)	3/15/1999 8:53:00 PM
From: Kelton	Read Replies (1) \| Respond to of 863

I will have to concede with you John, that Fox's business plan was lousy. I'm guessing that with your science background, when you say " I like the toothpaste" you mean something more profound than its taste or the looks of the packaging. I'm sure you feel it has superior benefits over more common brands. Repeatedly on this thread it has been said that what innovation Enamelon has was technology that was passed-over by toothpaste majors back when they could have bought those rights much cheaper and thus, many of those in the short position say "nobody would bother to buy- out Enamelon". So I would like to refute the idea that the company will fade away and be forgotten if the company head towards bankruptcy, based on the following points: --First of all, there is another major, Smithkline-Beecham, if I remember correctly, who owns joint rights to the ADA patents in an oral dentifrice when used as a mouthwash. My guess is that they are watching how consumers respond to Enamelon, and let them do their test- marketing before they do their own launch of this product. I will speculate that whoever does so would surely like to acquire whatever is left of Enamelon. --Second, Enamelon has conducted their own research and has added several patents making this obscure little technology something definitely to be consided. --Third, just because it was ignored before the ADA gave rights to Enamelon does not mean that it was not a gem. I remember a similar example about ten years ago, reading in Scientific American, I think it was, about how sanguinaria extract prevented cavities and allowed people to keep their teeth among certain indigenous cultures in a developing country in Africa. Soon afterwards, the Viadent company then came forward with both a toothpaste and a mouthwash with sanguinaria extract. They made a claim on their package that it would make your gums healthier. It still has yet to gain much endorsement from the ADA; however, Colgate Oral Pharmeceuticals, Inc. bought the company out and has kept the product line ever since. --Fourth, I foresee no reason why the ADA should not approve this product soon, this only makes anything I've said in my previous points all the more important. --Fifth, with all of the money that Enamelon has burned in advertising, it would be worthwhile for a major to take over this company. It takes a lot of repetitive advertising to introduce a product, and if someone were to buy- out this company, they would essentially be buying a name brand that has had a few million dollars worth of exposure-- now that is worth something. I think though, that if a major bought out the company they would improve on the marketing, the packaging and many other things and simultaneously introduce a full product line and focus advertising emphasis on the mouthwash because there is more profit margin as well as appeal in that to consumers, IMHO. For these reasons, and a couple of others, I am still keeping this stock on my watchlist. I would like to be long in this stock once again when many shorts have to cover. Having said this, I'm still open to suggestions from anybody that thinks they are going to save me from losing my money.