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讓良藥不再難以下咽

讓良藥不再難以下咽

Doron Levin 2013-03-25
據(jù)統(tǒng)計(jì),無法吞下或難以吞下藥片的人群占總?cè)丝诘?%?,F(xiàn)在,來自丹佛的初創(chuàng)公司UrgentRx為人們提供了另外一種選擇。它推出的藥劑制成粉末,而且還帶著水果的口味。目前,這種藥劑已經(jīng)在美國3000多家店鋪上架銷售,未來計(jì)劃增加到25,000家。

????早在2009年,無論走到哪里,31歲的喬丹?艾森伯格的錢包里總會(huì)裝著一片苯那君(Benadryl)。這段經(jīng)歷讓他逐漸明白,自己應(yīng)該找一種更好的方式,在發(fā)生過敏反應(yīng)時(shí)保證自己的安全。艾森伯格對(duì)胡蘿卜、花生和其他許多種新鮮水果與蔬菜嚴(yán)重過敏?!鞍阉幏旁阱X包里一點(diǎn)兒不衛(wèi)生,而且藥會(huì)掉出來,然后分解,”艾森伯格說。他在科羅拉多州丹佛市創(chuàng)辦了UrgentRx,目前擔(dān)任公司首席執(zhí)行官。他父親和朋友也會(huì)在錢包里攜帶阿司匹林,防范心臟病發(fā)作。

????他的解決辦法是什么?帶有味道的粉末,裝在信用卡大小的防水包裝袋里。這些粉末的味道類似于Pixy Stix糖果棒。要生產(chǎn)出阿司匹林、碳酸鈣(用于胃部不適)等普通成藥的水果味粉末“并不容易”,艾森伯格道?!拔覀兊乃幤凡皇翘枪?。很難通過微膠囊技術(shù)掩蓋藥品的味道?!?/p>

????自今年一月成立以來,UrgentRx公司的粉末已經(jīng)在美國3,000多家店鋪銷售。公司的目標(biāo)是擴(kuò)展到25,000家藥店,包括CVS等大型連鎖藥店。每一包粉末的建議零售價(jià)為1.39美元。

????艾森伯格擁有范德堡大學(xué)(Vanderbilt University)的工程學(xué)與數(shù)學(xué)雙學(xué)位,最初是一位投資銀行家,后來開始為著名發(fā)明家、專利持有人莫里斯?堪巴工作。堪巴曾發(fā)明過藍(lán)天伏特加(Skyy Vodka)和其他知名產(chǎn)品。艾森伯格說:“我一直以為自己想成為一名風(fēng)險(xiǎn)投資人。后來我意識(shí)到,創(chuàng)業(yè)精神才是一種稀缺貨,這才是我應(yīng)該追求的東西。”

????他在融資過程中通過熟人介紹認(rèn)識(shí)了洛杉磯企業(yè)家及投資家蘭德爾?卡普蘭??ㄆ仗m是阿卡邁技術(shù)公司(Akamai Technologies)的聯(lián)合創(chuàng)始人。

????UrgentRx公司目前已經(jīng)融資500萬美元。兩年前,公司向連鎖藥店和其他銷售藥品的零售商進(jìn)行了有限的推廣。艾森伯格說:“我們?cè)O(shè)計(jì)了包裝,還做了其他改動(dòng)。我們收到的反饋極為重要?!蹦壳肮居邪嗣麊T工,剛剛聘請(qǐng)了兩位副總裁,分別負(fù)責(zé)銷售和市場(chǎng)營銷。

????公司自稱粉末狀阿司匹林藥效比片劑的藥效更快,并因此拯救了至少十個(gè)人的生命。這些患者當(dāng)時(shí)突發(fā)心臟病,服下UrgentRx粉末之后得救。這也是艾森伯格的宣傳噱頭。他表示,公司產(chǎn)品的另外一個(gè)優(yōu)勢(shì)在于,無法吞下或難以吞下藥片的人群占總?cè)丝诘?%,而UrgentRx的粉末藥就是他們的福音。

????卡普蘭在UrgentRx進(jìn)行了投資,還成為了公司的董事長(zhǎng)。目前,他正在幫助公司進(jìn)行另外一筆250萬美元的融資。這筆資金一部分將被用于向更多零售商推廣公司的產(chǎn)品。新投資者包括芝加哥金融家山姆?澤爾、演員希拉里?斯萬克和購物中心大亨赫伯?西蒙。

????UrgentRx正在學(xué)習(xí)醫(yī)學(xué)用品和咖啡因產(chǎn)品的創(chuàng)新交付系統(tǒng),例如維他命水(Vitamin Water)和5小時(shí)能量飲料(5-Hour Energy Drink)等。投資者們希望這種小藥包能夠像上世紀(jì)40年代的Alka Seltzer消食片一樣,成為家庭藥箱中的必需品。(財(cái)富中文網(wǎng))

????譯者:劉進(jìn)龍/汪皓

????Jordan Eisenberg, 31, was carrying a Benadryl around in his wallet back in 2009 when it dawned on him that he should find a better way to ensure his own safety in case of an allergy attack. He's violently allergic to carrots, peanuts and many other fresh fruits and vegetables. "It's unsanitary, the pills fall out and they disintegrate," says Eisenberg, the chief executive officer of UrgentRx, his Denver, Colorado-based startup. His father and friends also carried aspirin in their wallets in the event of a heart attack.

????His solution? Flavored powder in a credit card-sized, moisture-proof envelope. The powder comes close to emulating the taste of candy products like Pixy Stix. Creating a fruit-flavored powder that could deliver common over-the-counter medicines such as aspirin, calcium carbonate (for upset stomach) and diphenyldramine HCl (for allergy attacks) "wasn't easy," Eisenberg said. "Our drugs aren't candy, it's really hard to mask the taste of medicine through micro-encapsulation."

????Following its launch in January, UrgentRx powders have been sold in 3,000 stores nationwide. The goal is to get them into 25,000 stores, including such major chains as CVS (CVS). Each packet sells for a suggested retail price of $1.39.

????Eisenberg, a double major in engineering and mathematics from Vanderbilt University, originally worked as an investment banker before taking a job with the noted inventor and patent-holder, Maurice Kanbar. Kanbar created Skyy Vodka and other well-known products. "I always thought I wanted to be a venture capitalist," says Eisenberg. "I came to understand that entrepreneurship is a rare commodity, it's what I was meant to do."

????In the process of trying to raise investment capital, a mutual acquaintance introduced him to Randall Kaplan, a Los Angeles-based entrepreneur and investor who was a co-founder of Akamai Technologies (AKAM).

????UrgentRx, with $5 million in funding, two years ago had a limited rollout to pharmacy chains and other retailers that sell remedies. "We made packaging and other changes," Eisenberg said. "The feedback was incredibly important." The company, which has eight employees, has just hired two vice presidents, one for sales and one for marketing.

????Eisenberg's hook is the claim that the company's powdered aspirin, which it says acts faster than pills, has saved at least ten lives of people who swallowed UrgentRx when they were having a heart attack. Another plus, he says, is that the product is ideal for the estimated 6% of the population that is unable or has difficulty swallowing pills.

????After investing in UrgentRx and becoming the company's chairman, Kaplan is helping to raise another $2.5 million, which will be used in part to finance the marketing of the powders to more retailers. New investors include Sam Zell, the Chicago financier, actress Hillary Swank and Herb Simon, the shopping mall magnate.

????UrgentRx follows on the heels of innovative delivery systems for medicinal products and caffeine, such as Vitamin Water and 5-Hour Energy Drink. The investors are hoping the packets will become a staple of home medicine cabinets—much like Alka Seltzer in the 1940s.

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