Pfizer Incs told that the EC (European Commission) has approved a new drug Champix (varenicline), a new pill for smoking cessation in adults. In addition to it, because smokers may often need considerable support to quit successfully, Champix is available with a patient support plan which smokers can be customized to address their individual behavioral triggers as they try to quit from smoking.The decision brings the remarkable treatment steps closer to approval across the Middle East.

Smoking is definitely a chronic relapsing medical condition that typically involve the physical and psychological addiction to nicotine. In Europe only, more than 1.5 million people die each year from the diseases related to smoking. In addition to the human society toll, there is a significant social and economic cost associated with the smoking. By 2009, the WHO (World Health Organization) predicts the annual global cost of tobacco-related illness will be approximately $450 billion, with that Europe accounting for up to $170 billion of this total sum. While most smokers recognize the significant health risks associated with the smoking, research shows that without the adequate behavioral therapy and environmental support, most smokers relapse within some days of trying to quit and few are able to remain quit.

In the Middle East Countries, according to World Health Organization statistics, half of the adult males are smokers. With a consumption rate of 2,300 cigarettes per person per year, Kuwait ranks 17th globally in tobacco consumption while Saudi Arabia is 23rd, at 2,100 per person. In total, the countries of the Eastern Gulf Cooperation Council (GCC) as a whole spend US$ 850 million per year on tobacco.

Champix provides a unique, different and new treatment that was specifically designed to help people to stop smoking,' said Dr. Michael Albertz, Pfizer Worldwide Medical. Mostly smokers do not continue to smoke out of choice, but as they are addicted to nicotine in tobacco.

Prior researchs have shown that the combination of the behavior counseling and the drug therapy is often more effective and also cost-effective as health intervention than attempting to quit unaidedly. To meet these needs We will go beyond offering a new treatment by also providing customized behavioral support through a program designed to help smokers in the quit process.

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