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    Group Will Reshape Pharmaceutical, Supplement Industry as They Grow Older

    WebMD Health News

    Baby Boomers Influence Age-Defying Drugs

    May 24, 2004 (New York) -- Baby boomers are now set to revolutionize and revitalize the pharmaceutical industry -- much like they did the diaper industry years ago -- say antiaging experts speaking at a symposium on rejuvenation medicine in New York City.

    Born between 1946 and 1964, the 80 million baby boomers change every market they enter and the pharmaceutical and nutraceutical industry will be no different. By 2025, at least 15% of Americans will be older than 65 and people older than 85 are the most rapidly growing segment of the population.

    "The explosion in the U.S. of supplement usage occurred for many reasons including baby boomers who were are not happy with results of conventional therapies," says wellness expert David H. Rahm, MD, president of VitaMedica Corporation in Manhattan Beach, Calif.

    Catching More ZZZ's

    The first area they alter may be the treatment of sleeplessness.

    "Sleep is such a huge problem and affects such a large percentage of our population that there is a lot of money to be made by the next pharmaceutical company to come up with a safe and effective agent," Rahm says. According to the National Sleep Foundation, sleep disorders affect approximately 85 million people in the U.S.

    The newer agents will reach beyond those currently available. "The problem with existing agents is tolerance. They stop working as well after a while, so you have to take larger doses to sleep," he says.

    In addition, he says, these medications have the potential to affect your liver in a negative way.

    One promising drug currently awaiting FDA approval is Estorra, he says. In a recent study presented at the annual meeting of the American Psychiatric Association, Estorra significantly reduced the amount of time that older people with insomnia lie awake at night. Estorra, which slows brainmetabolism and activity, also helped elderly people with insomnia fall asleep faster and cut down on daytime drowsiness.

    "This is a very promising agent," Rahm says.

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