Issue link: http://osercommunicationsgroup.uberflip.com/i/247156
Saturday, April 20, 2013 Chain Drugstore Daily Triumph Pharmaceuticals (Cont'd. from p. 1) CDD: Dr. Cohen, what is bad breath? SC: Bad breath. No matter how much brushing, flossing or swishing we do, it always comes back. From stale breath throughout the day to the dreaded morning breath, everyone suffers from bad breath each day. Because of this, it is only natural that many people are searching for a bad breath cure. Most of these so-called bad breath cures only mask bad breath or provide you with a temporary fix, lasting only 30 to 60 minutes. To get all day fresh breath, you first have to understand the cause of bad breath. CDD: What actually causes bad breath? SC: The creation of bad breath is a natural and ongoing process in our mouths each day. There are millions of germs in our mouths which break down protein particles that are always present in our saliva. This results in the production of Amneal Pharmaceuticals (Cont'd. from p. 1) and dosage forms. We currently market a variety of immediate and extended release tablets, oral liquids, capsules, and softgels together with specialized products such as topicals and nasal sprays. In addition, our newest manufacturing and R&D facilities in Piscataway, N.J. and Gujarat, India are driving pipeline expansion in controlled substances, transdermals, and niche injectables. CDD: Although Amneal has been in the market only a short number of years, it's now the seventh largest U.S. generics supplier based on number of prescriptions dispensed, according to IMS Health. What accounts for your phenomenal rate of growth? Newell Rubbermaid (Cont'd. from p. 1) To make this possible, Newell Rubbermaid recently underwent a reorganization that will unlock tremendous trapped costs that we are converting into fuel for growth. Our new "Growth Game Plan" means more money for marketing and merchandising, and more investment in innovation and product development. For example, we recently announced that we're building a new state-of-the-art design center to accelerate the product development process. IMS Health (Cont'd. from p. 20) represented enormous business potential. If the company were to gain just one more prescription per quarter for each nonloyal customer, this business alone would translate into tens of millions of additional annual revenue. The retailer could now evaluate the costs against the benefits of focusing resources in this area. Winning Non-Loyal Customers With an understanding of the business opportunity lost to Splitters, the company embarked on a campaign to improve loyalty and gain a greater share of the Splitter's wallet. As a result, the company converted 10 percent of its non-loyal customers into loyals, achieving a 5 percent foul smelling sulfur gas. This gas is what we perceive as embarrassing bad breath. Though the problem is virtually universal (100 percent of the population has experienced the problem daily in the form of morning breath, and at least 10 percent suffer from a more serious bad breath problem), it is a social taboo that can interfere with every relationship. CDD: How do people get all day fresh breath? SC: The answer to eliminating and preventing bad breath long term is SmartMouth Mouthwash, for clinically proven 12-hour fresh breath. SmartMouth Mouthwash uses a patented zinc-ion technology to eliminate existing bad breath and prevent it from coming back for at least 12 hours. CDD: Dr. Cohen, why two bottles when other mouthwashes are in just one bottle? SC: SmartMouth Mouthwash uses a CP: Much of the credit for Amneal's fast growth so far goes to the U.S.-based teams we've assembled; we're now 1,300 people strong. We're investing considerable resources in human capital as well as product development to build up our pipeline. Our robust R&D scientific team has the ability and confidence to pursue virtually any product, no matter how complex, to create a widely-diversified portfolio across dosage forms and therapeutic categories. Our business development team, in collaboration with R&D, is adept at understanding the market landscape and identifying unique, high-value products early, in addition to the obvious, market-driving molecules. Another key to our success is our meticulous, unwavering attention to quality. We strive to manufacture consistently As the new leader of our customer development organization, I am building a team of great people who are committed to becoming better partners to our retail customers. As a first step, we recently invested in a new group that is 100 percent focused on shopper marketing, which will help us better customize programs for bigger impact in-store. In my experience, the single best way to accelerate growth is through outstanding customer collaboration where we work together as one (manufacturer and retailer together) with the overarching increase in Rx volume in just six months. While many in the industry maintain that it is not possible to alter a customer's buying patterns, the data proved otherwise. While this example measures customer loyalty for prescription purchases, even more comprehensive analyses are possible beyond this current best practice. Treating customers according to the unique behaviors and needs of each segment across the shopping experience in the front, back, and even outside of the store opens up new opportunities for U.S. pharmacy retailers today and well into the future. For more information, visit IMS Health at bungalow 20. Contact IMS Health at www.imshealth.com, 610-244-2000, or jfreeman@us.imshealth.com. 23 patented, dual-solution technology that requires two key solutions to be kept separate until just prior to rinsing. This insures that SmartMouth is freshly activated with each use to provide unmatched, all day fresh breath. it does not burn or dry out the mouth. After rinsing with SmartMouth, your mouth and teeth will feel smooth and uniquely clean. In fact, within one week, you can wake up with your teeth feeling smooth and clean (no fuzzy feeling). SC: SmartMouth provides fresh breath 12 times longer than any other leading mouthwash because it works in two ways: elimination and prevention. First, it eliminates existing bad breath when you rinse with it. Second, it prevents new bad breath from forming. The result is 12 hours of fresh breath after each rinse. It's all clinically proven. SC: Young people, mostly under 35, are using the original formula because their focus is on 12 hours of clean fresh breath mostly for personal hygiene and social reasons. Adults older than 35 tend to choose ACF to have 12-hour fresh breath plus antiplaque and anti-gingivitis benefits. Consumer sales of the two are actually pretty even. CDD: Why is SmartMouth superior to many other mouthwashes for providing long-term fresh breath? CDD: What will I experience/feel when I use SmartMouth? SC: Unlike most mouthwashes, SmartMouth does not contain alcohol so superior quality products in the most efficient manner possible. Finally, Amneal's exceptional growth is a result of our superb relationships with customers and suppliers. We gather feedback from our stakeholders to fully understand their product and market needs, uncovering ideal opportunities for development and mutual gain. CDD: What does the future hold for Amneal? CP: We currently have more than 65 ANDAs filed with the FDA and more than 125 in development for future filing. We anticipate launching well more than 100 products between now and the end of 2015, including multiple first-to-file and first-to-market medications. Along with objective of delighting shoppers. To do this, I'd like to partner more closely by collaborating with more lead time so together we can customize the mix to develop differentiated programs for you that drive sustainable growth. We will also bring more marketplace insights to the table. You are the expert on your shopper, but we are the experts on our category, and utilizing these together can help us drive store traffic and increase basket size. The biggest lesson I've learned in my career is that it pays to collaborate and invest in your customer. Newell Catalina Health (Cont'd. from p. 20) Health reaches health consumers through advanced segmentation techniques―with variables such as prescriber behavior and health plan data―and dispenses targeted behavior-motivating messaging to help ensure adherence. Also, now in the pharmacy, Catalina Health offers a powerful new resource for improving adherence―sponsored patient counseling from trusted neighborhood pharmacist. Equipped with consultation and supporting patient materials, pharmacists can now facilitate three to four minute highly influential face-to-face personalized interventions to health consumers. In its home, Catalina Health reaches health consumers with personalized letters relevant to their CDD: Which consumers use the original formula and which use the Advanced Clinical Formula? For more information, please contact Andrew Burch, President, at 314-8822610, or Aburch@smartmouth.com. The company website is www.smartmouth.com. our tremendous emphasis on quality, Amneal is making an aggressive investment in product development to support diversification into niche injectables, transdermals and topicals. To develop, manufacture and deliver these products efficiently, we're building out our infrastructure to match market demand. We've also been investing in biosimilars and biobetters since 2009. We believe that these strategic moves will give us sustainable competitive advantage and enable us to achieve our goal of becoming one of the Top 5 generic drug manufacturers in the U.S. market. Visit Amneal at meeting space 218 at the NACDS Annual Meeting, go online to www.amneal.com or call the company at 866-525-7270. Rubbermaid is unlocking new fuel for growth, and we will use it to develop closer customer partnerships that create more value across the total enterprise. It's a huge opportunity for us, and we look forward to working closely with our partners to achieve this. We still have a lot work to do, but we aspire to be your partner of choice for growth. For more information, visit Newell Rubbermaid in Mezzanine South Room 9 at the NACDS Annual Meeting or go online to www.newellrubbermaid.com. current prescription status and health needs. Throughout the day, a new interactive voice response system reaches health consumers on-the-go with valuable reminders, health and wellness information and more. When it comes to improving adherence and ensuring healthier outcomes, Catalina Health has the in-depth insights and unique access to deliver personalized support to each of your health consumers at influential touch points all along the Health Consumer Journey®. For more information, visit table 268 at the NACDS Annual Meeting or contact Harry Musumeci, Group Director, Business Development at 215-793-3813 and harry.musumeci@catalinamarketing.com.