LONDON (ShareCast) - (ShareCast News) - International specialty pharmaceutical company Midatech Pharma announced on Wednesday that its US subsidiary, Midatech Pharma US, has finalised a co-promotion agreement with R-Pharm US, providing additional reach and frequency for the promotion the of Zuplenz and Oravig products to oncology accounts across the US.
The AIM-traded firm said that under the terms of the agreement, R-Pharm will promote Zuplenz and Oravig in accounts that are not currently in the Midatech Pharma US call universe, as well as provide additional promotion in accounts where Midatech currently markets its oncology supportive care product portfolio.

"We are extremely excited to add a valued partner in R-Pharm, who can provide additional promotional reach into new accounts as well as supplemental frequency to additional call points in our targeted offices," said Midatech president David Benharris.

"Our products, as with many pharmaceuticals products, are detail sensitive.

"The partnership with R-Pharm provides an enriched share of voice to further bolster our ongoing commercial efforts for both Zuplenz and Oravig."

Mark Pavoa, president and chief executive officer of R-Pharm US, said Zuplenz and Oravig are complementary to his company's oncology franchise, which also includes Ixempra.

He added that cancer patients and treatment teams face many challenges as they battle the disease, with R-Pharm "proud" to represent the two additional potential solutions.

Zuplenz was described by Midatech as the only oral soluble film formulation of the 5-HT3 receptor antagonist ondansetron, indicated for the prevention of nausea and vomiting associated with the use of highly and moderately emetogenic cancer chemotherapies, radiotherapy, and in postoperative patients.

Oravig was described as the only once-daily local therapy available for treatment of oral thrush in adults, with all other currently marketed, localised therapies for oral thrush require patients to take/administer their treatment a minimum of four times daily.

R-Pharm will begin promoting both Oravig and Zuplenz in January.

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