phenazopyridine

"With UTIs affecting 11 million women a year in the United States, Prodium has won a big following," he says.

Breckenridge has targeted value-conscious women with a new 12-count box of Prodium, which retails for a suggested $3.99.

"Prodium contains the maximum nonprescription dosage of a doctor-recommended ingredient for fast, temporary relief of the pain associated with a urinary tract infections [UTIs] and other urinary tract discomforts [UTDs]," explains Runsdorf.

Breckenridge publicizes Prodium through monthly advertising and coupon campaigns in such consumer magazines as Ladies Home Journal and Family Circle, and by sponsoring segments on UTIs on such cable TV shows as "Healthy Living with Dr.

Over-the-counter marketing manager Adam Runsdorf calls Prodium's sales growth and market share gains outstanding, attributing the success to increased consumer awareness.

To drive Prodium sales further Breckenridge is offering in-store displays with bonus packs with 20% more product and instantly redeemable coupons.

over-the-counter medications, offers Prodium, a treatment for the

Prodium's first-year sales exceeded projections, Runsdorf notes,