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The Right Medicine: Expert Debate

This week’s edition of Chemist & Druggist (C&D) magazine features a topical roundtable debate, co-ordinated by Trinity PR on behalf of leading imaging specialists, Imanova.  “The Right Medicine?” provides clear insight into current industry thinking on the recommendation of OTC medicines and the importance of gathering stronger evidence.

The validity of OTC medicines came under scrutiny from the expert panel including Magdalena Bogdan, deputy regional manager (Day Lewis), Anne Dawson, medical marketing manager (RB UK), Dr Matt Wall, imaging scientist (Imanova) and Rachel Airley, academic and research champion (the Clinical Research Network, Greater Manchester).

A readership survey commissioned prior to the debate to help inform and shape discussions, showed strong opinion on the issue of evidence in medicine.  72% of C&D readers felt there is not strong enough evidence behind most OTC remedies, 39% would like to see more evidence into the cold and cough remedies area and 53% wouldn’t recommend any OTC remedy without an evidence base.

The round-table feature comes in the wake of a ground-breaking feasibility study into the effects of e-cigarettes on the brain led by Imanova  – a state-of-the-art clinical imaging research centre based at Imperial College London’s Hammersmith Hospital Campus.

Imanova employs scanning techniques including PET and MRI to design and carry out studies which are used in academic research, clinical trials, early-phase drug development and improving disease understanding. These highly robust, scientific techniques also have applications in the OTC sector, bringing a real benefit to consumer health companies seeking to demonstrate product differentiation with scientific evidence in their respective markets.

The piece is part of a wider digital package with media partner C&D to engage key influencers and industry decision makers including an online feature hosted on , subscriber e-newsletters, animated digital traffic driver ads and social media posts rolling across Twitter and LinkedIn.

Please see the link below to view the full article:

‘The Right Medicine’- Imanova C+D Round Table Article

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