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| |  'The Heartburn Experts' Personnally Choose Antacids Over H2-Blockers WOODBRIDGE, N.J., Oct. 23, 1996 -- If Awakened in the Middle of the Night with Heartburn, 78% of Gastroenterologists Would Take an Antacid, Survey Reveals According to a recent nationwide survey, conducted by Roper-Starch Worldwide (May, 1996) most experienced gastroenterologists -- "the heartburn experts" -- would personally take an antacid in the middle of the night to fight the effects of heartburn. In the study, entitled "Gastroenterologists and Heartburn Relief," 78% of gastroenterologists surveyed say that if awakened at 2 a.m. with heartburn, they would personally take some type of antacid, like Maalox(R), rather than H2-blockers like Pepcid AC(R) or Zantac(R) 75. More than 60 million Americans suffer from the occasional release of stomach acid that backs up into the esophagus, notes a study released by New York Hospital Cornell Medical Center (July, 1996). Heartburn is a major symptom of gastroesophageal reflux disease (GERD), which is also known as reflux. GERD occurs when acidified stomach contents are allowed to wash or reflux back up the esophagus. "When acid indigestion strikes, especially in the middle of the night, everyone wants fast action and an effective product, and, among heartburn specialists, antacids are the preferred choice," said Bruce Hall, category director for gastrointestinal products, Ciba Self-Medication, Inc. Hall adds, "Antacids like Maalox work quickly and directly on the acid that causes the discomfort. H2-blockers must be absorbed into the bloodstream to stop acid from being produced and can take 45 minutes or more to start working. Maalox begins working on stomach acid in about one minute." The Advantages of Antacids Antacids offer a distinct advantage over H2-blockers for the treatment of heartburn, explained Steven R. Peikin, M.D., Professor of Medicine, Head, Division of Gastroenterology and Liver Diseases, Cooper Hospital/University Medical Center, University of Medicine and Dentistry of New Jersey/Robert Wood Johnson Medical School at Camden, N.J. "Antacids start to work faster because they go directly to the esophagus and stomach and immediately begin to neutralize acid. H2-blockers must be absorbed into the bloodstream from the intestine, delaying the onset of action," said Dr. Peikin. In other survey results, almost seven in ten (68%) gastroenterologists surveyed have experienced an increase in questions or patient concerns regarding over-the-counter heartburn relief products -- indicating a great deal of consumer confusion. Frequently asked questions concerned product safety, effectiveness, possible side effects, frequency and length of use as well as the price of over-the-counter compared to prescription. One of the Top 10 companies in the U.S. OTC pharmaceutical market, Ciba Self-Medication, the makers of Maalox, offers solutions to an increasing number of people who need to self-diagnose and treat themselves for minor ailments with well-proven medicines and remedies. In addition to Maalox, Ciba offers such well-known brands as Desenex(R) and Cruex(R) antifungal products; and Efidac/24(R), the first 24-hour OTC nasal decongestant and allergy medication available in the U.S. Based in Woodbridge, N.J., Ciba Self-Medication is a subsidiary of Ciba-Geigy Corp., Tarrytown, N.Y. The U.S. corporation is a wholly owned subsidiary of Ciba-Geigy Limited, headquartered in Basel, Switzerland.
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