Issue link: http://osercommunicationsgroup.uberflip.com/i/1013204
Chain Drugstore Daily Sunday, August 26, 2018 8 The Ongoing Evolution of Amneal's Generics Business An interview with Andy Boyer, Executive Vice President, Commercial Operations, Amneal Pharmaceuticals. Andy Boyer joined Amneal in February, having previ- ously served as President and Chief Executive Officer of North America Generics for Teva Pharmaceuticals and Senior Vice President of Sales and Marketing for Allergan's U.S. Generics. CDD: Where do you see the areas of greatest opportunity for the new Amneal? AB: We have a dynamic opportunity to be one of the most trusted and relevant partners in the industry. The market has changed, requiring us to think in new ways about how we deliver value to our customers. As we continue to integrate Amneal and Impax, we are taking this opportunity to evolve the company to be more nimble, more flexible and more focused than ever on delivering service and value. We are building from an incredible foundation as our company has already earned a good deal of trust, established a great track record and cultivated deep rela- tionships with customers. We also have a broad portfolio with nearly 200 prod- uct families as well as a robust pipeline. Our job is focused now on enhancing those characteristics and unlocking even more value and oppor- tunity. CDD: How do you preserve what makes Amneal unique as it grows? AB: Reputations take years to build and constant focus to maintain. Those points are not lost on me. That said, we will work hard to ensure that as we evolve, we never forget the characteristics that have made us successful – in particular, recognizing, serving and partnering with our cus- tomers. So, as we grow our generics business, systems and processes, we will do so with a focus on seamless integration, minimizing disruption, strengthening our service and ensuring an even more reliable delivery of prod- ucts. I always say that the way you treat each other internally carries over to the way you treat customers externally. Our team is energized and eager to work even more collaboratively and with a spirit of service that makes our partners want to work together. CDD: What is your focus for the balance of the year? AB: My goal is a successful integration and implementing the internal processes we've identified to strengthen our serv- ice to the existing business and to support our impressive pipeline. We want to ensure on- time launches for those products that create value for our customers and patients. We're building the right infra- structure to do this and putting Amneal in a position where we can continue to grow while keeping our eye on the needs of our customers. The service levels – product as well as people – that partners have come to expect from Amneal should never change. That's something we will continue to build upon, finding ways to service cus- tomers tomorrow even better than we already do today. For more information, visit booth #110, go to www.amneal.com, call 866.525.7270 or email sales@amneal.com. In Pursuit of Proving Influencer ROI By Holly Pavlika, Senior Vice President, Marketing & Content, Inmar Influencer marketing volume doubled last year and eMarketer has reported that 70 percent of U.S agency and brand mar- keters agree that influencer marketing budgets will increase. Yet, there contin- ues to be trepidation around the ROI from influencer content. Curious when you consider these nuggets: Influencer Content Commands Attention Our tracking shows time spent with influ- encer content averages over one minute and forty seconds and is often as high as two minutes – depending on category. In comparison, other digital media like ban- ner ads get less than a second of attention and the typical bounce rate for a website is 15 seconds. And, on average, con- sumers spend 5.4 hours per day with user-generated content and much of that is influencer content. That's real engage- ment, not just impressions. Influencer Content Drives Store Traffic We also partnered with Placed.com – the leader in location analytics – to study the impact of influencer content on driving store traffic. The study compared behavior of a test group exposed to influencer con- tent with that of a control group that was not exposed and found that, among the test group, 48 percent visited the retailer within four days of exposure versus only 29 per- cent in the control group. Inspired story- telling motivates shoppers to take action. Influencer Content Accelerates Offer Redemption Inmar did a year-long study to measure the impact of relevant offers tied to con- textual content. Measuring activity against a selected brand's benchmark, the study showed a 45 percent increase in offer redemptions when influencer content was added to provide con- text. Those are sales, not just clips. Influencer Content Generates Sales Lift In another study, we used POS data to measure sales lift from influencer cam- paigns across several CPG products and cat- egories. In the case of a major laundry deter- gent with a $75,000 campaign spend, the brand saw a sales lift of $233,000 – repre- senting a 3.1x return on ad spend (ROAS). Alternately, we paired Nielsen Catalina Solutions frequent shopper and loyalty card data with our first-party audience data to examine a campaign for a major confection brand at multiple retailers. After weighing households exposed to the campaign's influ- encer content against an unexposed control group, our analysis revealed a 7.6x ROAS. Real lift. Real return. Influencer Content Impact is Improving Through Technology Marketers are already seeing the positive impact of artificial intelligence, machine learning and other technologies on influencer mar- keting. These new tools are shifting the focus from descrip- tive statistics to predictive rec- ommendations for developing more strategic and effective influencer marketing campaigns. They're making it easier for marketers to measure brand loyalty, map category activity, determine seasonality for optimal cam- paign timing and match the right influ- encers with brands based on suitability and capability. The result of all this is better-executed influencer marketing and enhanced content delivery that is driving increased content views and deeper engagement with shoppers. These, in turn, are driving measurable economic impact and increased ROI. Now, and in the future. Visit Inmar at booth #106. Mayne Pharma Expands U.S. Operations Mayne Pharma is rapidly becoming a major player in the U.S. generic drug and specialty pharmaceutical markets. In April, the company officially opened a new $80-million, oral solid- dose commercial manufacturing facili- ty in Greenville, North Carolina, which boosted its U.S. manufacturing capacity to well over 1 billion doses annually. At the ribbon cutting ceremony, Mayne Pharma's Chief Executive Officer, Scott Richards, commented, "This new facility greatly enhances our internal capacity and increases our advanced drug-delivery technologies capabilities to support the mid- to long- term growth potential we see for our business." A key highlight of the plant is its commercial-scale, solvent-based, fluid- bed processing and film coating, which triples the company's fluid-bed process- ing capacity globally. Custom-designed from the ground up and under construc- tion for two years, the new 126,000 square foot site leverages best-in-class containment design to meet or exceed the quality and safety standards of major drug regulatory authorities. Mayne Pharma has made signifi- cant investments over the past year to advance its product pipeline, particu- larly in the development of generic and branded drugs with higher value and niche opportunities, including first-to- market generics and complex products. In March, the FDA accepted the com- pany's Abbreviated New Drug Application for a generic NuvaRing ® , an intra vaginal hormonal contracep- tive delivery device that is a difficult- to-develop and manufacture product with no generic equivalents today. Annual U.S. sales of NuvaRing are approximately $860 million, according to IQVIA. Mayne Pharma now markets more than 60 products in the U.S. including three patented products in its specialty brand division and more than 55 generic prod- ucts. The compa- ny's pipeline comprises 30 drug products, including five branded projects of which two are in Phase II clini- cal development. In May, the com- pany's NDA for SUBA-Itraconazole capsule was accepted for review by FDA targeting systemic fungal infec- tions. Mayne Pharma has a 30-year track record of innovation and success in developing new oral drug delivery sys- tems and these technologies have been successfully commercialized in numer- ous products that have been marketed around the world, including Eryc™/Erymax™ delayed-release eryth- romycin used in the treatment of bacterial infections; Kadian™/Kapanol™ sus- tained-release oral morphine used in the management of chronic pain; Astrix™ delayed-release low-dose aspirin used to treat cardiovascular dis- ease; Doryx™ delayed- release oral formulation of doxycycline used to treat acne; and Lozanoc™/Itragerm™ super-bioavailable itra- conazole used to treat fungal infections. The new North Carolina facility com- plements Mayne Pharma's Salisbury, South Australia manufacturing plant, which has an annual capacity of approxi- mately 3 billion capsules and tablets and 16 million units of liquids and creams. The Salisbury site is approved by the U.S. FDA, Australia's TGA; Health Canada and 23 European and Asian authorities. Today, Mayne Pharma has a global reach with distribution in Australia, North America, Europe and Asia. For more information, visit booth #3404, go to www.maynepharma .com, call 984.242.1400 or email info@maynepharma.com.