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Addiction...
September 2007

Reckitt Benckiser is the first pharma to partner with My Space, launching a page devoted to opioid addiction

...Social Networking

With social networking sites the hottest area of the Internet, it’s not surprising to see two of the biggest purveyors of medical treatments for addiction, Suboxone’s Reckitt Benckiser and Hythiam, with its Prometa Protocol, getting involved in a big way. Late last month, Reckitt announced that it would be the first pharmaceutical company to partner with red hot My Space, launching its Addiction 411 page on the site at www. myspace.com /addiction411. Of course, Hythiam’s 12StepSpace.comthe page seeks to educate and inform about opioid addiction, for which Suboxone is the top medical treatment. Hythiam took a different track, acquiring a struggling recovery oriented site, 12StepSpace.com, and giving it a much needed face lift and injection of capital. A social networking site for recovering addicts, 12StepSpace.com allows users to create and customize profile pages, post pictures and build blogs. “We think this is a great gathering place to meet others from across the world who are in recovery,” says John Baker, who developed the site.

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