Oser Communications Group

TSE18.Aug26

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Chain Drugstore Daily 6 1 Sunday, August 26, 2018 Retail Sales, Consulting and Equity Development. Since 1977, David Biernbaum and his teams have achieved extraordinary success delivering brand- equity and brand-achievement for client- companies, retail partners and more than 200 consumer products on today's shelves, mostly health and wellness. Biernbaum specializes in premium- priced specialty brands that deliver cate- gory expansion and incremental dollars. Since November of 2015, David Biernbaum devotes much of his time to St. Louis-based SmartMouth Oral Health Laboratories, where he is acting as Chief Marketing Officer, heading up strategic business development, retail broker-sales management and consumer products marketing. SmartMouth markets highly effective specialty oral rinses, toothpaste and mints. Since January 2016, with Biernbaum's elite marketing skills, bro- ker-sales leadership and as the company's primary national accounts professional, SmartMouth has grown to become a $36 MM retail brand, more than triple its size from $11 MM as recently as 2014. Biernbaum speaks glowingly about his Chief Executive Officer-client, and now, very close friend, Andrew Burch, who in 2014 was appointed by a new Board at St. Louis-based Triumph Pharmaceuticals, dba SmartMouth Oral Health Laboratories. "Andy inherited a tumultuous situation left behind by previ- ous management." He added, "Andy's own background of success and expertise is in finance and banking, so being a level-headed entrepreneur with rare man- agement skills, he immediately surround- ed himself, and the brand, with a high- level experienced team in marketing, sales, operations and manufacturing." David Biernbaum (Cont'd. from p. 1) Biernbaum explained, "When Andy put his complete faith and confidence in me and handed over the keys to me for such a strategic role, that was all the moti- vation I needed to make SmartMouth start to achieve its real potential, which I always knew was much greater than its past." Biernbaum adds, "I have zero doubt that SmartMouth will keep devel- oping at this pace, and probably even faster." When Biernbaum began in his new role, he brought on his own network of independent brokers that under his lead- ership achieved much faster success, effective placement, shelf-presence and productive promotions to drive new trial for a premium mouthwash brand. In addition, Biernbaum inaugurated a high- ly effective marketing strategy with a dynamic new mix, and much improved messaging and brand-statement. Biernbaum summarized, "SmartMouth expands retail oral health solutions with innovation, science and technology, cat- egory growth, premium profits, shelf- space productivity and off-the-charts customer and consumer-loyalty," He added, "for consumers, SmartMouth delivers on its promise not only to elim- inate bad breath, but also to prevent bad breath from returning for up to 12 hours per rinse." He noted that the brand line-up also includes a Clinical DDS formula that offers the same bad breath protection, but also provides enhancements for healthy gums and plaque prevention, and an oral breath rinse providing dry mouth bene- fits. SmartMouth also launched a premi- um toothpaste with zinc and dry mouth mints with zinc and xylitol. For more information, email david@ biernbaum.com, or go to www .biernbaum.com or www.smartmouth.com. CA: At Prasco, we are more confident than ever about the benefits Authorized Generics (AG) have to offer patients. We recently launched the Authorized Generic of a specialty product, and the next 12 months look promising with the expected launches of several blockbuster drugs in the pipeline. The landscape for Authorized Generics looks stronger than ever with over 50 brand company partnerships. CDD: A major trend in pharmaceuticals has been shifting towards specialty prod- ucts. What's the role of Authorized Generics in this space? CA: Specialty products currently make up over half of the single source brand market in terms of dollars and this category contin- ues to grow at near double digit rates year over year. There is a significant opportunity for Prasco to work with our partners to bring Authorized Generics of their products to market. We are pleased to have partnered with AMAG Pharmaceuticals on the launch of an Authorized Generic version of the intramuscular version of Makena ® (hydroxyprogesterone caproate injection), adding to our growing portfolio of specialty products. Our specialty products are made available through our expansive distribu- tion network of wholesalers, specialty distributors, retail chains, hospitals and independent pharmacies. CDD: With failure to supply being a large issue in the pharmaceutical indus- Prasco (Cont'd. from p. 1) try, how is Prasco ensuring supply cer- tainty of Authorized Generics? CA: Prasco is built on distribution and service excellence by delivering with 99.9 percent shipping accuracy within 24 hours of receiving the order. In our unique generic market of Authorized Generics, we have to be able to launch a product in an instant for our brand part- ners. Rapid distribution to over 80,000 pharmacy customers is the benefit of Authorized Generics because our brand partners have supplied the entire market. Also, our customers never lose the opportunity to provide the patients with a more affordable AG option. CDD: What does the future look like for Prasco? CA: Prasco is continually positioning itself as an innovative leader in the pharmaceutical industry. Our launch of an Authorized Generic version of the intramuscular version of Makena (hydroxyprogesterone caproate injec- tion), and the expected launches of sev- eral major blockbuster drugs, prove that Prasco is a true leader in the Generics market. The future always starts with innovation, and when Prasco's partners are the world's most innovative in pharmaceutical research and development, our future looks brighter than ever. For more information, visit booth #1013 or go to www.prasco.com. Makena ® is a registered trademark of AMAG Pharmaceuticals, Inc. FOCUSfactor ® has been America's No. 1 brain health supplement, helping millions of people improve cognition. FOCUSfactor is a patented formula that has been clinically tested and shown to improve memory, concentration and focus. Unlike most brain health supple- ments, FOCUSfactor has undergone a randomized, double-blinded, placebo- controlled clinical study on its entire for- mulation, not on a single ingredient. The study was conducted in 2011 by Cognitive Research Corporation, a clini- cal research organization with extensive clinical development and testing back- ground. The clinical study demonstrated that compared to placebo, FOCUSfactor significantly improved cognitive abilities such as memory, concentration and focus in healthy adults. Furthermore, the results specifically showed a significant improvement in recall of +44 percent from 4.5 words to 6.5 words. Since 2015, FOCUSfactor has more than doubled in sales. Fueled by a growing category, an impactful adver- tising campaign and expansion of the FOCUSfactor line-up including FOCUSfactor Extra Strength, FOCUSfactor Brain & Vision and FOCUSfactor Kids. FOCUSfator Extra Strength is an advanced formula- tion that builds on the original, clinical- ly tested formula and increases the level of key neuro-nutrients. FOCUSfactor Brain & Vision is a 2-in- 1 formula that adds lutein and zeaxan- thin to the original formula to help pro- mote healthy vision. The brand contin- ues leveraging its successful "Feed Your Einstein" campaign across multi- FOCUSfactor (Cont'd. from p. 1) ple media vehicles behind the name and likeness of Albert Einstein. Currently, FOCUSfactor is distrib- uted in over 25,000 retail outlets nationwide, including Costco, Walmart, Sam's Club, Walgreens, CVS, BJ's, The Vitamin Shoppe and many other retail chains and independent stores throughout the U.S. and Canada. The brand has experienced significant growth as it continues to attract new consumers looking to improve their cognitive heath. According to the NIH, brain health is considered the No. 1 age-related concern among baby boomers. The CDC cited that one in eight baby boomers has experienced increasing issues with their memory over the past year. Additionally, a recent survey conducted by AARP noted that brain health is the second most important component in maintain- ing a healthy life style, after heart health. "The cognitive segment has become a destination within the supple- ment aisle much like joint health and eye health," said Jack Ross, Chief Executive Officer of Synergy CHC. Overall, Synergy's goal is to con- tinue driving consumer awareness of FOCUSfactor while expanding its dis- tribution. The company will continue to leverage the brand's cognitive benefits of improving memory, concentration and focus behind its clinically tested, patented formula. "While we are very pleased with the growth we have expe- rienced with FOCUSfactor, we truly believe that both the brand and category be will propelled to new heights," added Ross. For more information, contact Gail Lane at gail@synergychc.com. Chewables and Dutasteride. Another seven new product launches made up mostly of controlled substances are on the way for the remainder of the year. These products include Oxycodone HCI Oral Solution, Oxymorphone IR Tablets, Hydromorphone Oral Solution, Hydromorphone Tablets, Methylphenidate Oral Solution, Methylphenidate ER Tablets, Dronabinol Capsules and Bexarotene Capsules Camber 's current portfolio includes 52 products (174 SKUs), 47 of which are manufactured by Hetero Drugs and five manufactured by Ascent Pharmaceuticals. Camber 's future pipeline includes 55 ANDAs filed/under review and 15-plus ANDAs projected for release in 2018. With well over 1 million square feet of new manufacturing and warehouse space added in India and its new U.S. facilities, Hetero now has more than 2.5 million square feet dedicated solely to the Camber (Cont'd. from p. 1) U.S. market. Plus, it is more than 90 per- cent vertically integrated on all its prod- ucts. Hetero is one of India's leading generic pharmaceutical companies and the world's largest producer of anti-retro- viral drugs for the treatment of HIV/AIDS. Backed by over 20 years of expert- ise in the pharmaceutical industry, Hetero's strategic business areas spread across APIs, generics, biosimi- lars and custom pharmaceutical servic- es. The company is globally recog- nized for its strengths in research and development, manufacturing and com- mercialization of a wide range of prod- ucts. Hetero has 33 state-of-the-art manufacturing facilities strategically located worldwide. Visit Camber Pharmaceuticals at booth #2212. For more information, contact Megan Becker at 732.529.0436 or by email at mbecker@camberpharma.com, go to www.camberpharma.com or call 732.529.0430.

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