Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: WEDNESDAY, March 8, 1995 TAG: 9503080078
SECTION: BUSINESS PAGE: B-8 EDITION: METRO
SOURCE: SANDRA BROWN KELLY
DATELINE: LENGTH: Medium
Hath smaller fleas that on him prey;
And these have smaller still to bite 'em,
And so proceed ad infinitum.'
Jonathan Swift's lines are more the 17th-century satirist's commentary on life than on the pests that set animals scratching, but it fits fleas perfectly. They do seem endless.
Sprays, foggers, collars, dips, shampoos and insecticide applications used in annual warfare against flea infestations on pets and in households are a $900 million business.
And even with that outlay, few of us ever win the battle, so our pets end up with skin problems caused by flea bites.
But what's being promoted as a once-a-month, nontoxic pill that prevents flea eggs from developing could change this for dogs. Cats are still out of luck for now.
Program (lufenuron) is a drug that had to be approved by the Food and Drug Administration for introduction in the United States, but it has been used in England for more than a year and in other countries for five years. It is being hailed by its creator, Ciba-Geigy Corp.'s Animal Health Division in Greensboro, N.C., as a health breakthrough for dogs - comparable to beta blockers and blood pressure medicines for humans.
Ciba, the U.S. unit of a Swiss pharmaceuticals maker, says the product has no side effects, and Roanoke veterinarian Mark Finkler said he had that confirmed at a trade meeting by a British veterinary dermatologist who has been prescribing the drug for a year.
The lufenuron product, which likely won't be available in this area until next month, ends the flea cycle by interfering with the development of chitin, needed for the flea's crusty shell. The drug circulates in the dog's blood. An adult flea bites the dog and ingests the chemical along with the pet's blood, and when she lays eggs - she can lay up to 50 eggs a day - the eggs won't develop properly.
The adult flea isn't killed, but eventually, traditional flea controls should get her.
No more ad infinitum.
The pill will not hurt the pet because there is no chitin in the pet's body, said Douglas Hepler, director of research and development for the animal division.
The pill, he said, is the "most exciting thing" to come along in the 20 years he has worked in immunology and microbiology. He has been director at Ciba since 1991. The animal division was founded in 1983. Its first product was Interceptor, a monthly pill that protected dogs against heartworm, hookworm, roundworm and whipworm.
Last year, Ciba added beef flavor to the parasite medicine and introduced Interceptor Flavor Tabs. Flavorful flea pills likely will be a future product, Hepler said Tuesday.
Program is being introduced with an expensive splash, although Ciba won't say how much it costs.
Maui, the dog that plays in the television series, "Mad About You," ate a pill as part of the introduction of the product last month in New York. Print and television advertising begins this month in 10 Southern markets where the flea fires hit first. Advertising begins nationally in mid-April and will include television and print advertising.
Also, the company is offering technical training on the product to veterinarians and their staffs. More than 20,000 professionals already have been trained, and a session is planned March 16 in Roanoke by Dr. David Stansfield, head of professional services at Ciba in Greensboro. Veterinarians can make reservations by calling (800)638-8672.
Product orders have exceeded expectations, Hepler said. So have requests for literature to distribute to pet owners. Ciba has sent out 30 million pieces so far.
The product's market is the country's 53 million dogs, but it has the potential to change more than flea life cycles. By distributing the pill only through veterinarians, Ciba projects that some clinics could increase annual gross sales by $40,000 to $50,000.
No one in the Roanoke Valley has the pills yet, but many have placed orders. The doctors haven't set prices, either, but Hepler said a good estimate would be $35 to $40 for a six-month supply for a small dog. The pills come color coded for dog size.
Veterinarians currently sell about 16 percent, or $150 million, of the retail flea products, said Roland Johnson, marketing manager for Program in the United States. He believes another 16 percent of the sales can be shifted to veterinarians because of Program.
Since Program does not kill adult fleas, there are times when other products will be needed for initial control of the pests, he said. If the veterinarian is guiding the flea control, that's where pet owners also will expect to be able to get the other products they might need.
by CNB