US Chief Trent Takes Helm Of Irish Medtech Atlantic Therapeutics
Susan Trent joined the subsidiary of Bio-Medical Research Ltd. in 2019 as senior VP and US general manager to market Innovo.. She'd previously worked with GlaxoSmithKline for more than 20 years and as an industry consultant.
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UK ASA upholds complaints that questioned claims made in 2018 TV ads that Innovo was clinically proven to strengthen the pelvic floor and treat bladder weakness. In the US, however, claims Atlantic Therapeutics will use to promote OTC sales of Innovo were approved by FDA.
Atlantic Therapeutics estimates that one in three women are incontinent, but 60% don’t ask their health care providers about treatment, a statistic that supports offering Innovo OTC less than two years after it launched Rx in the US.
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