CHICAGO, May 26, 2011 (GLOBE NEWSWIRE) -- Myriad Genetics, Inc., has selected Topin & Associates (topin.com) to support the ongoing marketing of OnDose Dose Optimization Technology to the oncology marketplace. OnDose is Myriad Genetics' seventh molecular diagnostic product and an important entry in its personalized medicine product line. It utilizes proprietary technology to measure a patient's exposure to the chemotherapy drug 5-Fluorouracil (5-FU), providing information with which a physician can optimize the dose of 5-FU to help maximize efficacy and reduce toxicity. Topin & Associates, along with its educational partner Advanced Clinical Concepts (ACC), has been assigned responsibility for a new strategic communications program that will encompass medical education, promotion and sales force engagement initiatives.
"With OnDose, oncologists for the first time can easily monitor therapeutic drug levels of 5-FU during a colorectal cancer patient's chemotherapy cycle, adjusting for the significant inter- and intra-patient variability in 5-FU utilization," said Brett Jensen, Group Marketing Manager, Personalized Medicine. "We are excited to add new clinical documentation of On Dose's efficacy to our marketing program."
Myriad Genetics, Inc. is a leading molecular diagnostic company focused on developing and marketing novel predictive medicine, personalized medicine, and prognostic medicine products that prevent or mitigate serious diseases such as cancer.
"5-FU remains the cornerstone of colorectal cancer care," said Al Topin, President of Topin & Associates. "Current dosing is based on body surface area (BSA), which does not account for 5-FU variability between patients and in the same patient from cycle to cycle. OnDose has significant potential for helping oncologists increase the efficacy and reduce the toxicity of current colon cancer treatments."
About Topin & Associates
Topin & Associates is a full-service health care marketing communications agency based in Chicago. Founded in 1982, the agency offers strategic planning, global branding and positioning, creative development, and tactical implementation to help clients achieve their business objectives. Topin & Associates applies The Pepper LogicTM approach – a set of guiding principles unique to the agency – to deliver product, service and brand campaigns with impact. To learn more about the agency's Pepper Logic process, go to topin.com or call Al Topin at 312-645-0100. Topin works closely with Advanced Clinical Concepts (ACC) (advanced clinical.net) to develop medical education programs.
About Advanced Clinical Concepts
Advanced Clinical Concepts (ACC) is a fast-growing medical and scientific communications agency committed to developing medical communications that help clinicians deliver the best patient care. ACC combines scientific savvy and strategic insight with a passion for patient care to support their clients' brands. To learn more about ACC, go to advancedclinical.net or call David Rear, R.Ph., at 908-450-5660.
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