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Swiss Medica Aims For Success #2 with PMS Escape

PMS Escape Formulation Might Be Good For Stressed-Out Men, Too! When Swiss Medica goes shopping, don’t expect them to pay retail for the consumer health products they purchase. Since acquiring the O24/Sport product from insolvent German-based General Cosmetics, Swiss Medica (OTC BB: SWME) roared onto the radar screens of U. and Canadian pharmacy chains. Part two of their corporate strategy was the necessity of an encore product to avoid being called a “single product company.” Obtaining the North American licensing rights to PMS Escape overcame that hurdle.

Internutria, which marketed PMS Escape in the mid to late 1990’s, sold more than $3.6 million of the product in about 25,000 stores, for the short time after it was launched in 1996. However, a setback for Internurtria’s parent company, Interneuron Pharmaceuticals, Inc. (NASDAQ:IPIC), specifically a recall of Redux, forced the company to abort the launch of PMS Escape. In the same way Swiss Medica successfully revived the O24 product, lightning could strike twice in the form of PMS Escape' reintroduction.

Interviews with two key PMS Escape spokeswomen helped clarify which direction Swiss Medica might run with their newly acquired product. Perhaps a PMS Escape makeover is in progress, in the same way O24/Sport morphed into the O24™ Essential Oil Pain Neutralizer? Sure, the packaging says PMS Escape and the website (http://www.pmsescape.net/) present the product as “a dietary supplement developed for women with normal PMS-related disturbances in mood and appetite.” However, the PMS formula could delve into new territory: Not Just For Women. In other words, stressed-out men might someday soon be customers for a variation of the PMS Escape formula. One such hint came during a recent interview with Dr. Judith Wurtman, the inventor of PMS Escape (see brief bio below). She told StockInterview.com a revealing anecdote: “There is one gentleman who has been taking this for years.

He has a very stressful job. He read about PMS Escape in his daughter’s magazine. He called me and asked if he could use this. I told him, ‘Sure, it’s made up of a specially formulated group of natural carbohydrates.’ He had his daughters buying it for him, and he started taking it. He would take it only once a day when he left work. By the time he got home from work, he felt fine. It (PMS Escape) has a cute name, but it’s not restricted to women. Men can certainly be just as stressed as women. It’s just not macho to do something about it.

” Wendy Kramer, Vice President of Swiss Medica who will be re-introducing PMS Escape to pharmacy and supermarket chains, said during a recent interview, “PMS Escape has been shown to be effective in reducing stress, irritability, food cravings and improving concentration.” But, she looked beyond the immediate game plan, suggesting multiple products, “There is reason to believe that a similar formula will lend it self to a stress product, a weight loss product, or a product for feeling anxious or irritable, or a product for concentrating better.” Kramer frequently emphasized throughout the interview, “These are all avenues we are going to pursue clinically with this formulation for PMS Escape.” Kramer referred to Dr. Wurtman’s current use of a modified formulation of the PMS Escape product as a weight loss product, “She’s had quite a bit of success with it.” Numerous serotonin deficiency experiments were done at MIT, and elsewhere, which previously identified broader uses for the PMS Escape formula. For example, Dr. Wurtman explained, “If you find people who are going through smoking withdrawal, and they are overeating carbohydrates, which they tend to do, it probably would help if you gave them the carbohydrates in a drink form.” Wurtman underscored, “Serotonin is absolutely involved in the mood changes that occur when nicotine is withdrawn.” Expansion beyond the current boundaries of the PMS Escape formula may already be past Swiss Medica’s blueprint stage, although no details were offered.

Serotonin Levels are the Key to PMS It was a logical choice to pursue pre-menstrual “mood and appetite” disturbances during a series of serotonin deficiency experiments at MIT. Dr. Wurtman explained the background behind her development of the PMS Escape formulation, “We did a series of experiments, first with a drug that increased serotonin. When serotonin was being increased by this drug, they (women) became less anxious, irritable, angry, craved fewer carbohydrates and could concentrate again, in other words, they felt like themselves again.” Her work, in conjunction with her husband Dr. Richard Wurtman, led to the development of the use of Prozac®, which MIT patented for very severe PMS, and has since been sold under the brand-name, Sarafem®. “At the same time, we decided to just look and see whether carbohydrates themselves would have any positive impact on mild (not the raging kind of) PMS,” Wurtman pointed out. “We found that women really did report an improvement in their mood and their cravings. That was really the beginning of a series of experiments that led to the development of PMS Escape.


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