Dr. Bob Sears Demystifies Colic for “Less Crying Time, More We Time”

New campaign seeks to educate parents on colic vs. reflux and lactose intolerance

CHICAGO--(EON: Enhanced Online News)--Crosscare Inc., the makers of Colief® Infant Drops, have today announced a partnership with nationally recognized, board-certified pediatrician Dr. Bob Sears in a campaign aiming to educate parents and pediatricians about an emerging theory in the diagnosis and treatment of colic. Affecting up to 40 percent of all infants, colic is the #1 condition pediatricians are asked about by parents. Characterized by hours-long crying spells and extreme discomfort for babies, colic has also been associated with stress, fatigue, anger, and feelings of inadequacy in parents.

“I am excited to partner with Colief in this campaign, as I have seen first-hand the toll colic takes on entire families who endure seemingly endless bouts of screaming and crying”

“I am excited to partner with Colief in this campaign, as I have seen first-hand the toll colic takes on entire families who endure seemingly endless bouts of screaming and crying,” says Dr. Sears. “I began using Colief in my office last year and have seen it improve or resolve symptoms of colic in approximately half of my patients thus far. This particular treatment has helped mothers continue breastfeeding and has also worked when added to standard milk-based formula, preventing the switch to a hypoallergenic one. I am eager to help parents and physicians understand the intricacies of colic and ways we can work to identify and treat the condition.”

In an effort to spread awareness and ease the distress of parents with colicky babies, Colief will launch “#TummyTuesday,” a campaign hosted on the brand’s Facebook and Twitter pages where parents can participate by posting their questions directly to Dr. Bob Sears every Tuesday. Dr. Sears will also be sharing tips for parents surrounding tummy issues via informational video-casts on www.relievecolic.com and Facebook.com/ColiefInfantDrops.

Despite the condition’s prevalence, the precise cause of colic has historically been uncertain. Research suggests, however, that 38 percent of colic cases can be attributed to transient lactase deficiency, a condition causing a temporary inability to digest lactose sugar, leading to severe intestinal pain and bloating. Developed to relieve symptoms of this condition, Colief is a specially formulated lactase enzyme preparation which eases the digestion of lactose in both formula-fed and breastfed infants.

New to the U.S., Colief Infant Drops have been clinically proven to reduce crying time in colicky babies and have been trusted by families in the United Kingdom and Ireland for over 15 years. Colief is added to breastmilk or formula at the beginning of every feeding until the infant’s intestinal system begins producing more lactase on his or her own, around three to four months.

According to Dr. Sears, “The introduction of Colief to the U.S. market is a significant development in the treatment of infant colic. While lactase digestive enzymes have long been available to lactose intolerant children and adults, no specially formulated infant product has been available in the U.S. until this year.”

Colief Infant Drops are currently available at CVS Pharmacy and select Target stores, and savings are available at Colief.com. For more information on Colief Infant Drops, Dr. Sears, or the “Tummy Tuesdays” campaign, please contact Robyn Ungar at 610-228-2131 or [e-mail].

About Colief

The Colief^® Infant Drops brand is wholly owned by Crosscare Ltd, with the head office based in Dublin, Ireland. Colief is the brainchild of Mary Buckley, the mother of a colicky baby. Buckley approached Crosscare Ltd with the concept for Colief, and the company worked with her to develop and launch the product in Ireland in 1995 and in the U.K. in 1999. Crosscare Ltd is committed to supporting parents of colicky babies and partners with various charities in the UK that assist parents struggling with excessively crying babies. Today, Colief is the number one recommended colic remedy in the UK, and the only lactase enzyme specially formulated for infants available in the U.S.

About Dr. Sears

Robert W. Sears, MD, FAAP, is a board-certified pediatrician in full-time private practice in Dana Point, Calif. Dr. Bob, as he likes to be called by his little patients, received his medical degree from Georgetown University and completed his pediatric residency training at Children’s Hospital Los Angeles. He provides a unique blend of mainstream and integrative medical care. He is a co-author in the Sears parenting library, including “The Baby Book” and “The Portable Pediatrician,” and is the author of “The Vaccine Book,” “The Autism Book,” and “Happy Baby: The Organic Guide to Baby’s First 24 Months.” Dr. Bob has appeared on “Dr. Oz,” “The Doctors,” CNN, “CBS Early Show,” “Fox Morning News,” and “Dr. Phil” to discuss parenting advice and pediatric health issues, and is a frequent speaker at parenting conferences. He is on the medical advisory board for various organizations, including Talk About Curing Autism, Autism Care and Treatment Today, SafeMinds, and Kaplan University Department of Health Sciences. Dr. Bob also edits and contributes to AskDrSears.com.

Press Resources

Colief Coupon: http://www.colief.us/buy-colief

Photo Gallery: http://s1246.photobucket.com/albums/gg606/ColiefInfantDrops/

Colief Facebook: www.facebook.com/ColiefInfantDrops

Colief Twitter: www.Twitter.com/Colief

Dr. Sears Bio: http://www.askdrsears.com/content/dr-bob

About Transient Lactase Deficiency: http://www.colief.us/faqs