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Exorex New Breakthrough Psoriasis Medication Launched BOCA RATON, Fla.—Nov. 12, 1996 -- IMX Corp. (NASDAQ:IMXN), the exclusive United States distributor of Exorex(tm), a new breakthrough treatment for psoriasis, has announced the retail launch of Exorex in all K & B Drugs. Beginning Nov. 11, the Exorex Treatment Program will be available for the first time over-the-counter chain-wide in all K & B drug stores in New Orleans, Baton Rouge and Shreveport, La; Memphis, Tenn.; Jackson, Miss. and Mobile, Ala. Exorex, originally derived from the fatty acid of the common banana, was developed in South Africa by a psoriasis sufferer and is currently being clinically tested by leading doctors at the Psoriasis Research and Treatment Center at Boston Medical Center. Preliminary study results show significant improvement in over 80 percent of patients after three months of treatment. The retail launch will be supported by a pharmacy program, new retail packaging and an advertising campaign developed by Lewis Gace Bozell International. The pharmacy program includes pharmacy displays with take-one brochures, pharmacy posters and an informational packet for the pharmacist. A television advertising campaign is planned to support the retail launch of Exorex. "The support of K & B Drugs for our initial retail launch of Exorex is very exciting and a key component in marketing this treatment to psoriasis sufferers nationwide," said Bill Forster, president of IMX Corp. "This market retail launch is the precursor to a nationwide roll-out of Exorex in major drug store chains throughout the country." E-mail this page to a friend or colleague! To print, use this version