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New Flu Survey Raises Red Flag During Peak Season

Posted on: Thursday, 12 January 2006, 09:00 CST

PHOENIX, Jan. 12 /PRNewswire-FirstCall/ -- Americans underestimate flu's severity and neglect dehydration treatment threatening to leave them at increased risk during this flu season, according to the new national "Zicam Flu Survey" of physicians and consumers across the country -- particularly significant with the CDC (Centers for Disease Control and Prevention) expecting flu activity to steadily increase during January and peak in February.

The "Zicam Flu Survey," designed to examine the attitudes and actions of physicians and consumers about flu, uncovered a potentially dangerous doctor- patient disconnect regarding the perception of flu's severity leaving millions of people with their guard down. While nearly 80 percent of doctors consider flu to be a "very severe" or "extremely severe" illness compared to other typical illnesses, only 42 percent of consumers agreed. Further, the survey found that dehydration is a serious, yet often overlooked, flu side effect. Despite the fact that the majority of doctors (57 percent) considered dehydration the single most dangerous flu side effect -- even above fever -- both physicians and consumers are "all wet" when it comes to targeted treatment. When asked which flu side effects they address, only nine percent of physicians and less than eight percent of consumers mentioned dehydration.

Leading authorities including the CDC, the National Institutes of Health (NIH) and the Mayo Clinic either specifically cite dehydration as a key flu complication or cite the importance of drinking plenty of liquids for flu patients.

"The Zicam Flu Survey findings raise a red flag that is a wake-up call to millions of Americans who might underestimate the flu's severity as well as the risk of becoming dehydrated if they do get the flu," said Leanne M. Chrisman-Khawam, MD, MEd., family physician and Associate Professor, Department of Family Medicine, Case Western Reserve University, Cleveland. "Flu is a significant illness with serious potential side effects, like dehydration, that must be taken seriously and treated tenaciously. Severe flu symptoms like fever and body aches often keep patients from taking in adequate fluids. By managing symptoms, one will be more likely to manage their dehydration as well."

New Zicam Maximum Strength Flu and Zicam Cold & Flu address this looming health issue by delivering customized "Medicine Your Way," that when used as directed, helps to both medicate and hydrate cold and flu sufferers. The two products offer powerful multi-symptom relief in a virtually flavorless medication specially formulated to mix into any hot or cold liquid (such as orange juice, ginger ale, chicken soup or tea) allowing sufferers to choose the taste of their medicine. Zicam's exclusive "Spoon Dosing System" is a unique all-in-one sealed spoon-shaped package that contains a pre-measured, single dose of medication that, unlike most liquid medications, provides a no- mess, no-measuring, no-fuss dosing method.

Zicam Maximum Strength Flu -- for flu symptoms -- and Zicam Cold & Flu -- for cold and early flu symptoms -- offer the strongest ingredients available without a prescription. Zicam Maximum Strength Flu offers extra strength medication to relieve all major full-blown flu symptoms whenever they strike including body ache, fever, headache and cough. Zicam Cold & Flu delivers strong relief of major cold symptoms as they arise including sore throat, headache, nasal congestion, runny nose, and cough. Both products are available in a daytime and alcohol-free nighttime formula that are pseudoephedrine-free.

Zicam Maximum Strength Flu and Zicam Cold & Flu can be purchased at major food stores, drug stores and mass merchandisers nationwide. The retail price is $8.99.

The "Zicam Flu Survey" is a national telephone survey of 500 consumers (men and women 18 years and older) and 100 primary care physicians.

About Matrixx Initiatives, Inc.

Matrixx Initiatives, Inc. is engaged in the development, manufacture and marketing of over-the-counter healthcare products that utilize innovative drug delivery systems. Zicam, LLC, its wholly-owned subsidiary, produces, markets and sells Zicam(R) products in the cough and cold category; and recently launched a new brand, Nasal Comfort(TM), for nasal health. The Company's flagship product Zicam Cold Remedy nasal gel, is a patented, homeopathic remedy that has been clinically proven to reduce the duration and severity of the common cold. In studies published in the October 2000 issue of ENT -- Ear, Nose and Throat Journal, and separately in the January 2003 issue of QJM: An International Journal of Medicine, the Zicam Cold Remedy product was shown to reduce the duration of the common cold. The Company also manufactures and markets a full line of Zicam brand pharmaceuticals, including Zicam Cold Remedy Chewables(TM); Zicam Cold Remedy Oral Mist(TM); Zicam Cold Remedy RapidMelts(TM); Zicam Allergy Relief; Zicam Cold Remedy Swabs(TM); Zicam Kids Size Cold Remedy Swabs(TM); Zicam Extreme Congestion Relief; Zicam Sinus Relief; Zicam Nasal Moisturizer, as well as seven Zicam Cough Mist(TM) products and four Zicam Cold & Flu relief items. For more information regarding Matrixx products, go to http://www.matrixxinc.com/ . To find out more about Matrixx Initiatives, Inc , visit our website at http://www.matrixxinc.com/.

Matrixx Initiatives, Inc.

CONTACT: Meryl Rader, +1-908-389-9804, mrader@storchmurphy.com, or LisaLevy, +1-908-273-1400, llevy@storchmurphy.com, both of The Storch-MurphyGroup

Web site: http://www.matrixxinc.com/http://www.zicam.com/

Source: PRNewswire-FirstCall

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