King is convinced AtroPen poses little public health risk, but the evidence cuts both ways.

FORBES: Magazine Article

But getting doctors to fill AtroPen prescriptions for civilians is an idea that makes many nervous.

FORBES: Marketing Fear

"Physicians are concerned people will smell gas, pull out their AtroPen and start treating themselves, " says Allswede.

FORBES: Marketing Fear

Other outfits developing counter-terror drugs are watching the AtroPen precedent closely.

FORBES: Marketing Fear

King got U.S. Food and Drug Administration approval in 2003 for pediatric doses of AtroPen and new labeling and packaging for consumers, as opposed to then-existing military labels.

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An unpublished late 2003 Internet poll conducted by the National Association of Emergency Medical Technicians had 92% of EMS workers responding that they did not have AtroPen in their vehicles.

FORBES: Marketing Fear

King submitted to the FDA its publicity plans, which for now include its AtroPen.com Web site, medical journal ads and training brochure, in August 2004 and is still waiting to hear from the government.

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About a quarter of the physicians have expressed deep concern about potential misuse of consumer AtroPen at several focus groups run by Michael Allswede , senior associate at University of Pittsburgh's Center for Biosecurity.

FORBES: Marketing Fear

Meanwhile, two-thirds of the 25 pharmacy benefit managers and managed care reps interviewed by a consultant late last year said their firms would be willing to provide some level of reimbursement for AtroPen, depending on the circumstances.

FORBES: Marketing Fear

To get the approvals, King promised verbally not to promote AtroPen until the FDA's neuropharmacological drug products division had a chance to assess the policy implications of distributing counter-terror drugs and look at and comment on the AtroPen marketing materials.

FORBES: Magazine Article