NovaBay Pharmaceuticals Makes Strategic Shift in US Avenova Commercialisation Strategy
14 March 2019 - - US-based biopharmaceutical company NovaBay Pharmaceuticals, Inc. (NYSE American: NBY) has launched a strategic shift in its US commercialisation strategy to support growth in Avenova sales and maintain cost effectiveness, along with changes to its board of directors and executive management team, the company said.

NovaBay announces a strategic shift to deploy its sales representatives only in high-performing territories and territories it has identified as having significant prescription volume potential along with favorable health plan coverage to support Avenova per-unit revenue.

The company will continue to focus on contracting with additional specialty pharmacies as channel partners, which provide quality patient experiences at a negotiated price per prescription.

To align with the strategic shift, NovaBay has reduced its US commercial salesforce from 45 to 15 field sales representatives.

In addition, NovaBay made the following personnel changes, all effective immediately:

Lead independent director Paul E. Freiman, who joined the company's board of directors in 2002, has been named chairman. Former chairman Mark M. Sieczkarek will continue to serve as a director of the company.

Interim president and chief executive officer, chief financial officer and treasurer Jack McGovern has resigned from the company.

Senior vice president and General Counsel Justin Hall, who has been with the company since 2013, has assumed the positions of Interim president and chief executive officer.

He will continue to serve as the company's General Counsel and corporate compliance officer.

Corporate Controller Jason Raleigh, who joined NovaBay in 2016, has assumed the positions of Interim chief financial officer and treasurer.

NovaBay Pharmaceuticals, Inc. is a biopharmaceutical company focusing on commercializing and developing its non-antibiotic anti-infective products to address the unmet therapeutic needs of the global, topical anti-infective market with its two distinct product categories: the Neutrox family of products and the Aganocide compounds.

The Neutrox family of products includes Avenova for the eye care market, Neutrophase for wound care market, and Cellrx for the aesthetic dermatology market. The Aganocide compounds, still under development, have target applications in the dermatology and urology markets.