Issue link: http://osercommunicationsgroup.uberflip.com/i/265888
C h a i n D r u g s t o r e D a i l y 3 3 S u n d a y, A p r i l 2 1 , 2 0 1 3 "Retailers are primarily focused on building bigger transactions. The biggest opportunity in the drug channel, or any channel for that matter, is to expand on the trip mission. The growth comes when the correct 'triggers' to other solutions in- store are identified; these solutions are ones that may not have originally been considered by the shopper," Devore said. Twin Oaks is a joint venture between CROSSMARK, a leading sales and mar- keting services company in the consumer goods industry, and MARS Advertising, ranked number one on HUB Magazine's Top Shopper Marketing Agency List for five years in a row. DeVore said there are several keys to a successful shopper mar- keting program. "The term 'shopper marketing' has been hijacked. It's not simply about a transaction but about creating an experi- ence that changes shoppers' long-term Twin Oaks (Cont'd. from p. 1) buying habits. If you have an item that is normally $4 but gets an end cap feature and is now sold for $2, it's pretty inher- ent what that value is. It's when that product goes back to the aisle at the full price that you need more than price to create demand." Devore continued, "It's also impor- tant to create purchase intent before the trip by highlighting product benefit at the point where the shopper is most receptive. And after the trip, assuming the product- usage experience was great, you want your shoppers to evangelize that experi- ence to their social circles. If you're spending money today on shopper mar- keting, those initiatives must be convert- ed into the shoppers buying something. Otherwise, it's just consumer awareness." For more information about creating an effective shopper marketing program, contact Steve DeVore at devores@thetwinoaks.com. of the cold. CDD: What is a Pre-Cold? MA: A Pre-Cold is that first sniffle, sneeze, ache or other sign that a cold has started. The sign is different for each of us, but we all know what our sign is. It's that "uh-oh" moment when you know a full-blown cold is on its way. CDD: Where did the term Pre-Cold come from? MA: We developed the term Pre-Cold to capture that "uh-oh" moment, that first sign. As I mentioned, everyone's first symptom is different, so we developed a way to describe that moment we all expe- rience, that moment when you need to start taking Zicam. CDD: If you developed the term on your own, do consumers know what it is? MA: They do now! Thanks to our high impact "cold monster" campaign, Pre- Cold is becoming well known. Early on, Pre-Cold proved to be immediately understandable by consumers. Even though no one had heard it before this past cold season, it immediately res- onates and has come to mean the first sign of a cold. It's a really important stage in the continuum of cold suffer- ing. Despite best efforts with sleep, Matrixx Initiatives (Cont'd. from p. 1) hand washing and proper nutrition, most adults come down with two to three colds in a year. Some people try to stay in denial phase for several days until they feel completely miserable with a monster of a cold. Zicam users know to take Zicam at the Pre-Cold stage, continuing throughout the dura- tion of their symptoms, to shorten the duration of their colds. Our typical Zicam consumer is a busy parent, usu- ally a mom, who doesn't have time to suffer miserably through a full length cold. I've been using Zicam for six or seven years and have not suffered through a full-blown, full duration, monster of a cold during that entire time, despite the fact that I have four children sharing their germs! CDD: This must have been a busy season for Pre-Colds. How are sales? MA: On the shoulders of our Pre-Cold positioning, very impactful advertising and in-store support, we had a very strong year. We have put the business on a very strong growth path and demonstrated that with growth rates that exceeded the category and season- al illness levels. We have a lot of exciting news yet to come, but this year put us on a very solid and strong trajectory. For more information, stop by outdoor meeting space 350 at NACDS Annual Meeting, visit www.zicam.com, call 908- 344-3488 or email marnett@zicam.com. CDD: What has changed since you joined Catalina Health in 2010? RS: The healthcare industry has been undergoing a massive evolution since enactment of the Affordable Care Act. With the intense focus on patient-centered care and emphasis on improving health outcomes by promoting healthy behavior, the ACA has created a challenging envi- ronment for providers and payers as well as consumers. Changes have been taking place—albeit slowly—since its inception but the difference in 2013 is that people are finally getting serious and realizing they need to change their models and embrace a consumer-centric approach. So, while the ACA poses challenges, it presents a tremendous opportunity for key stakeholders to reposition themselves as "motivators for health." CDD: How can Catalina Health help address the implications of the ACA? RS: Motivating behavior change is at the core of what Catalina Health does. We've spent a lot of time understanding drivers and barriers to health consumer behavior. We apply that knowledge every day when developing treatment-related patient communications. We also recog- nize that every individual has a process they go through when dealing with health issues so understanding and addressing the Health Consumer Journey ® has been at the core of our strategy since 2011. Our powerful behavioral insights enable us to deliver highly targeted, personal- ized messages that improve medication adherence and encourage healthier out- comes. And, our in-pharmacy communi- cations leverage the benefit of educating consumers in a comfortable, trusted envi- ronment. CDD: What's new in the Catalina Health portfolio of solutions? Catalina Health (Cont'd. from p. 1) RS: Our vision is to provide health con- sumers with the coordinated support they want and need to manage their health and wellness wherever they are. And, we are delivering on that vision. We have moved to a platform of multiple touch points that enables better communication with patients, delivering them the therapy and condition support they need both in and out of the pharmacy. We've added anoth- er face-to-face execution to our existing in-pharmacy patient communications. This is a personalized, three to four minute pharmacist/patient counseling session that can be used to explain a new medication, encourage medication adher- ence, instruct on dosing regimens, and so on. Also new, we now deliver communi- cations to and through physicians via electronic prescribing and electronic health record systems. This enables us to educate the physicians themselves and reach health consumers at the point of prescribing to help educate on the treat- ment prescribed and to ensure the pre- scription gets picked up. And finally, we can send behavior-motivating communi- cations to health consumers in the com- fort of their own homes via personalized letters and phone calls. CDD: What makes Catalina Health special? RS: We have a unique ability to interpret longitudinal data and extrapolate behav- ioral insights that provide a deep under- standing of triggers that motivate change. That ability, combined with our multi- channel approach, enables coordinated, customized, highly efficient health con- sumer messaging at critical moments of influence, translating to increased adher- ence and improved outcomes. 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. vors: Strawberry, Strawberry Banana, Apples and Bananas, and Strawberry Mango―each featuring a distinct Looney Tunes character, including Bugs Bunny, Tweety and Daffy Duck. A fun, tasty and irresistible way to introduce nutritious fruits into a young person's diet, Little Crunchies live up to their name by featuring little pieces for the small hands and mouths of kids from ages one and up. While children will invariably be drawn to Little Crunchies' colorful and creative packaging and their favorite Looney Tunes characters, par- ents will appreciate the new line's power- house nutrients and convenient re-seal- able 1-ounce packages―perfect for lunch boxes, family outings and after- noon snacks. Like all Crunchies products, Little Crunchies' freeze-dried fruits are all-natu- ral with no added sugars or preservatives. Gluten free, Kosher, vegan and non- GMO, Crunchies' products provide an incomparable blend of taste and nutrition. Crunchies are made in the U.S. through a unique freeze-drying process in which individually frozen fruits are placed in a refrigerated vacuum chamber that removes up to 97 percent of the moisture. This special process gives Crunchies their crunchy texture and allows them to retain a high percentage of the nutritious enzymes that are invari- ably lost through traditional heat drying. Commenting on the partnership with Warner Bros., Crunchies' CEO James Lacey said, "We are thrilled to join with such beloved and timeless Looney Tunes characters to help young people discover the fun and appeal of healthier eating. Given the widespread popularity of Bugs Crunchies (Cont'd. from p. 1) Bunny and the Looney Tunes gang, we feel confident Little Crunchies will quick- ly become one of the most successful product launches in Crunchies' history." "Whether it's the classic Looney Tunes shorts that moms and dads know and love or today's popular The Looney Tunes Show on Cartoon Network, which is introducing a new generation to the antics of Bugs Bunny and his gang, we know these characters are relevant to the entire family," said Karen McTier, Executive Vice President of Worldwide Marketing and Domestic Licensing, Warner Bros. Consumer Products. "We are proud to be partnering with Crunchies to bring the ingredient of fun to these healthier snacks." About Crunchies Food Company, LLC Founded in 2006, Crunchies Food Company, LLC has created a nationally distributed line of freeze-dried fruits and vegetables that are redefining healthy snacking for the 21st century. Free of additives, chemicals, preservatives or unhealthy ingredients, Crunchies are truly "Nature's Ultimate Snack Food." About Warner Bros. Consumer Products Warner Bros. Consumer Products, a Warner Bros. Entertainment Company, is one of the leading licensing and retail merchandising organizations in the world. LOONEY TUNES and all related characters and elements are trademarks of and © Warner Bros. Entertainment Inc. (s13) Stop by the Crunchies table 283 to try the new Little Crunchies and some other new flavors coming soon. For more informa- tion, visit www.crunchiesfood.com or call 888-997-1866.