We have all experienced a tickly cough, dealt with the restless night that goes along with it and tried countless cough medicines that just don't work. Now, a clinically proven cough medicine, which is based on fresh scientific thinking has been launched that will tackle all common coughs for the first time.

A pharmacy only medicine, Unicough has a unique, patented cocoa-formulation. It includes diphenhydramine which reduces the irritation (hypersensitivity) of the nerve endings in the throat caused by colds and flu. This means that Unicough works by suppressing the urge to cough irrespective of cough type - dry, tickly, chesty, wet, troublesome.

Unicough has been tested in the largest study of its type in Europe, with results showing it works better than a simple linctus. In fact, the study data showed that Unicough reduces the frequency of cough and reduces night-time cough disruption. As a result Unicough reduces the impact of the common cough.

Leading medical experts say the arrival of Unicough should bust the age-old myth that there is more than one type of cough, which needs more than one type of medicine. Coughs which are triggered by the common cold start when the breathing passage becomes inflamed or irritated.

Professor Alyn Morice, head of cardiovascular and respiratory studies, Hull York Medical School, says cough is simply a reflex that tries to remove the irritant and clear the airway. Professor Alyn Morice notes "The body's natural cough reflex is 'hijacked' by the cold virus, becoming hypersensitive and driving an uncontrollable urge to cough which aids the spread of colds. Resetting this cough reflex sensitivity is crucial for the relief of cough symptoms. So people suffering from a common cough will benefit from a reduction in cough reflex sensitivity, whether the cough is chesty or dry as they are driven by the same human biology mechanism in our upper respiratory tracts."

Professor Alyn Morice adds "The traditional approach to treating a cough was intended to manage serious conditions such as Tuberculosis which caused more than a teaspoon of nasty phlegm. As a result, this necessitated different products for different types of coughs, for example suppressants for dry, tickly coughs or expectorants for chesty, troublesome coughs."

"It is now time to abandon this traditional cough classification, because there is just one type of common cough. Although a common cough may have different symptoms, all common coughs are driven by the same underlying mechanism which requires one single approach - stopping the urge to cough. In other words a cough medicine which targets the driver - cough reflex hypersensitivity. This approach is evidence-based and rational, as well as being key to resolving a cough quickly."

New face to face research confirms huge confusion among the public when it comes to treating common coughs. People noted that although they buy different cough medicines for different symptoms, many are not sure if they are treating the right type of cough. In fact consumers noted that they were not always sure how to categorise their cough as some coughs they felt could be both dry and chesty.

As a result, the study respondents said they would like just one cough medicine for all common coughs. In another research poll just published, respondents noted that when they have a cough related to a common cold, the most troublesome symptoms include: night time coughing (63%), tickly throat (56%), sore/irritated throat (47%), mucus cough (37%), frequent coughing (32%) and uncontrollable urge to cough (36%). The same research also showed that, only 21% of people find a cough medicine helps but is not effective for long and 28% said cough medicines help for some coughs but no all coughs.

Developed by British firm infirst+ Healthcare, Unicough is the first new cough medicine licensed in 30 years that is clinically proven for all common coughs. Thanks to fresh scientific thinking, Unicough abandons the outmoded concept of having a different cough medicine for varying types of coughs and it is set to transform people's perceptions and treatment of the common cough. For the first time, consumers have a Pharmacy only medicine which covers all common coughs including dry, tickly or chesty.

As a result, Unicough will be welcomed by many people looking for one medicine that treats all common cough. Additionally, the Summary of Product Characteristics notes that Unicough helps reduce night time cough disruption, another important factor in diminishing the impact of cough.

Ingredients facts: Unicough contains well established active ingredients, within a unique, patented cocoa formulation: Diphenhydramine - it has antitussive, antihistamine and anticholinergic properties and so helps reduce the urge to cough. Ammonium Chloride - a traditional expectorant. Levomenthol - helps relieve the symptoms of congestion.

Highly concentrated natural cocoa flavour, 20% forms a thick enhanced demulcent, which in the buccal cavity and throat forms a soothing film over the mucous membrane that brings it into contact with the sensitive nerve endings of the throat lining.

A randomised real-life study of 163 patients at 18 pharmacies and five GP practices in the UK compared Unicough with a simple linctus to investigate the effect on relieving cough. Real patients who went to their GP or pharmacy with a common cough were randomly allocated 7 days of treatment with a linctus or Unicough for up to four times a day.

The study found Unicough is effective to reduce the frequency of coughing and the night time disruption due to coughing. Around twice as many patients taking Unicough stopped treatment early, after the third day, due to their cough being better (24.4 % versus 10.7 % on the linctus).

A report by the respected Cochrane Review group 'found no good evidence for or against of over-thecounter (OTC) medications in acute cough,' while the NHS claims they may be no better than a honey and lemon drink.

The Cochrane analyses point to seven unmet needs for useful outcome measures in research into OTC cough medicines. Unicough's clinical study demonstrated that the product meets six out of seven of these needs.

Consultant respiratory physician Dr Surinder Birring who led the clinical study into Unicough and an advisor to the newly created Cough Information Council (CIC) expert panel said: "The Cochrane report highlighted the limited evidence for the efficacy of cough medicines, but this new research that tested Unicough versus an established OTC cough medicine suggests that Unicough has merit.

"Unicough has clinically proven benefits and appears to tackle the hypersensitivity of the cough reflex, not just the symptoms."

Pharmacist and a member of the CIC, Angela Chalmers said; "This is really good news for patients. Many have been confused about which type of medicine to buy because they are not sure what kind of cough they have. Unicough is a new way to relieve all common coughs, whether they are dry, tickly, troublesome or chesty coughs."

Unicough costs £8.95 for a 150ml bottle and is available from Boots and other leading pharmacies. Not suitable for children under 12 and pregnant women. Unicough doesn't contain alcohol, which is important for many patients taking other medications or for religious reasons.



by for www.femalefirst.co.uk

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