Bradley beefs up reps for launch

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Bradley Pharmaceuticals is hiring about 60 reps as it gears up to launch Elestrin, a low-dose estrogen gel for treating the symptoms of menopause.

The reps will pitch Elestrin to OB/GYNs as part of Bradley's Kenwood Therapeutics division, which received FDA approval for the product last December.

The company estimates the size of the US estrogen therapy market, which consists of oral and topical products, at $1.3 billion. The topical market is only worth about $300 million. Bradley in-licensed Elestrin from BioSante Pharmaceuticals late last year and has the exclusive US marketing rights.

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