If I have an allergic reaction, do I need to use emergency medication such as an epinephrine autoinjector (EpiPen, Twinject)?

CNN: Bee stings

"The message I would really like to put out is that anyone with a nut allergy should always carry an Epipen, " she warned.

BBC: Jo Swinson MP recovers from allergic reaction

If you or your child is at risk of a severe reaction, you may need to carry an emergency epinephrine injector (EpiPen, EpiPen Jr, Twinject) at all times.

CNN: Egg allergy

Those who have written on the topic point out that this was a death that was avoidable, but none do so better than Margaret Carlson in her article for Bloomberg titled Death Shows Schools Need Power of EpiPen.

FORBES: Of Course There Should be Epinephrine in Our Schools

Nevertheless, King (nyse: KG - news - people ) thinks it can duplicate Meridian's success with EpiPen, the injector that administers the epinephrine treatment for severe allergic reactions and is carried around by those at risk of getting potentially fatal allergic reactions.

FORBES: Marketing Fear