12th Nov 2019 09:18
(Alliance News) - Pharmaceuticals company Indivior PLC on Tuesday said it has launched an advertising campaign as it looks to boost awareness of its Sublocade opioid-addiction drug.
The Keep Moving Towards Recovery direct-to-consumer campaign also is intended to remove any stigma associated with opioid addiction disorder by attempting to "help reframe the perceptions of those struggling" blighted by it.
Indivior Chief Executive Shaun Thaxter said: "We also hope this campaign will contribute to the broader effort underway to help people suffering from opioid use disorder to know that medication, including counselling, is available to help them treat their addiction."
The company said that in 2018, 10.3 million people aged 12 or older misused opioids, a type of drug primarily used for pain relief and known for its morphine-like effects.
In a 24-week clinical study, Indivior said 28% of people who took Sublocade, plus counselling, achieved treatment success. The figure stood at 2% for those who had counselling and took a placebo, a dummy pill.
The clinical study defined treatment success as being opioid-for at least 80% of the study duration.
Indivior shares were 0.3% lower at 43.67 pence each in London on Tuesday morning.
By Eric Cunha; [email protected]
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