Apricus, Innovus tackle bedroom disorders

In December, a small local biotech named Apricus Biosciences decided to put substantially all its eggs in one basket: male and female sexual disorders. But in tackling male erectile dysfunction, Apricus faces stiff competition from pharmaceutical giants Eli Lilly (Cialis), Pfizer (Viagra), and Bayer (Levitra). Trying to relieve female sexual dysfunction presents a completely different problem: many critics think this so-called disorder, although officially recognized by the American Psychiatric Association, is an industry marketing ploy to peddle potions of dubious value.

Apricus is trying to get regulatory approval around the world for Vitaros, a topical treatment that, spread on the penis, is supposed to bring an erection faster than competitors products. It supposedly works well with men who dont respond to Viagra, but it has only been approved in Canada.

Erectile dysfunction is a market of close to $5 billion. Two years ago, Cialis passed the originator, Viagra, in sales, greatly because it boasts of a high-powered drug that can be effective for up to 36 hours. In France, its called le weekender.

In the United States, the Food and Drug Administration has never given the okay to any medical treatment for female sexual dysfunction, which comes in several varieties: sexual arousal disorder (the one Apricus is going after), orgasmic disorder, sexual aversion disorder, sexual pain disorder, hypoactive sexual desire disorder, and some other medically related conditions. Powerful companies, such as Procter & Gamble and Germanys Boehringer Ingelheim, have flopped trying to exploit this field.

But Apricus thinks there can be a $4 billion market and believes its Femprox, meant to create clitoral enlargement, can be among the successful treatments.

Last November, Apricuss chief executive, Dr. Bassam Damaj, left the company for undisclosed reasons. In January, Damaj became chief executive of Innovus Pharmaceuticals, which then moved to La Jolla. Damaj is loaning Innovus half a million dollars to fund product development, including treatments for female sexual dysfunction. The company is in negotiations to acquire a topical over-the-counter product that would increase blood flow to the clitoris, says Damaj. Innovus bought the non-American rights to an over-the-counter product, CIRCUMserum, that increases sensitivity of the penis. (It doesnt cause erections but makes them more fun.)

Just think: we used to call men impotent and women frigid. Now their bedroom shortcomings have fancy medical names and supposed cures.

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Apricus, Innovus tackle bedroom disorders