Dimethaid intends to fill Vioxx void

Pharmaceutical firm says the problems surrounding rivals' pain medications provide it a perfect opportunity

After nearly two years of frustration, Dimethaid Research Inc. has a rare opportunity to fill the void left by the recall of arthritis blockbuster Vioxx and safety concerns swirling around Celebrex.

Even though it has been trying to crack the arthritis market in Canada with its Pennsaid lotion that is rubbed into painful arthritic joints, money troubles and management turmoil have overshadowed the drug's reputation as a safe and effective alternative to popular pain pills like Advil, Motrin and Aleve.

"The problems with Vioxx and Celebrex are the perfect storm for us," said Dan Chicoine, who assumed the post of Dimethaid chairman in September after leading a proxy battle that turfed the incumbent board and long-time president and chief executive officer Rebecca Keeler.

"If we can't capitalize on this, we never will."

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Targeting physicians and specialists who write the greatest number of pain medication prescriptions in Canada, Solvay aims to promote Pennsaid as a safer alternative than pills to treat superficial joint pain. It will also try to convince the medical community to shed a long-held view that topical medicines don't work.

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"Only two things can screw this up," Mr. Chicoine says. "Either doctors won't prescribe it because they can't get past the topical issue or the usage is too inconvenient. But safety and efficacy won't screw this up."

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Used to treat osteoarthritis pain and stiffness Active ingredient is a nonsteroidal anti-inflammatory drug (NSAID) but the lotion doesn't have the same side effects of NSAID pills, such as ulcers, gastrointestinal bleeding, dizziness, headache, depression and delayed stomach emptying.

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Currently under review by U.S. Food and Drug Administration.