Issue link: http://osercommunicationsgroup.uberflip.com/i/365686
C h a i n D ru g s to re D a i l y 4 7 Tu e s d a y, Au g u s t 2 6 , 2 0 1 4 and marketing, and it must be a category expander and provide destination cus- tomers. I look for brands that are premi- um and provide well above average price points, margins and profits. CDD: How does TriCalm Anti-Itch Hydrogel fit point of differentiation crite- ria? DB: TriCalm offers a completely new and different formula and technology than any other product in the category. Most of the brands on the market are a steroidal anti-inflammatory, an antihista- mine or a local anesthetic. Tricalm's patented formula works with aluminum acetate to relieve minor skin irritation by actively blocking the nerves that signal itch to the brain. CDD: What makes TriCalm more "pro- ductive" on the shelf than some of the other brands? DB: TriCalm retails for near $10.00 in most retail chains compared with much lower price points by highly discounted competitor brands. In addition, TriCalm takes up less space than most and now we're even offering vertical packaging to take up even much less space. According to IRI, TriCalm is delivering 49 percent more dollars per SKU and 27 percent more units per SKU than the average Anti-Itch Brand in DRUG, beating all legacy brands. CDD: What about advertising and mar- keting? What is TriCalm's annual spend and how is it advertised? DB: TriCalm is spending over $12 mil- lion per year in real advertising dollars making 1.2 billion impressions. We are advertising on television, mostly on TriCalm ( Cont'd. from p. 1) national cable news and entertainment channels and on leading national syndi- cated talk-radio, and the brand is extremely active on social media, as well as being very aggressive with doctor and pharmacy sampling and consumer sam- pling, too. In fact, the brand is sampling to 15,000 pharmacist that influence in- store OTC purchases. This is a very com- prehensive integrated consumer advertis- ing and marketing campaign that is acti- vated all year long, even when many other brands consider the time of year to be in off-season. CDD: How is the brand performing so far at retail? DB: TriCalm is the fastest growing anti- itch remedy in the category today. TriCalm is already a top 10 SKU in retail chains where it's in distribution and already in the top four in brand names. It is already out-selling many of the legacy branded SKUs and the growth of TriCalm is escalating week to week. CDD: What else is propelling Tri-Calm's rapid growth and consumer acceptance? DB: TriCalm offers a 100 percent money- back guarantee that consumers love because they buy the product at no risk. CDD: Which "DB" brokers are repre- senting TriCalm? DB: Performance Sales, Hockfield, Bortman, Retailer Sales Alliance, Torcasio Sales, Jerry Dowell, Vin Hillyer and most of the usual outstanding rep groups that I use for my clients brands. Call me at 314-434-6008 or write me at david@biernbaum.com and we'll take care of you! For more information, visit www .tricalm.com or visit booth 2283. METRICS OFFERS EXPERT FORMULATION DEVELOPMENT Metrics Contract Services is a full-serv- ice pharmaceutical contract development and manufacturing organization (CDMO) that serves clients worldwide. A division of Mayne Pharma, Metrics delivers proven scientific and operational excellence for oral dosage forms. Metrics Contract Services supports investigational new drug (IND), new drug (NDA) and abbreviated new drug (ANDA) submissions made to regulatory agencies worldwide on behalf of clients ranging from small virtual companies to internationally renowned corporations. Founded as a contract analytical lab- oratory in 1994, Metrics occupies a state- of-the-art, fully qualified cGMP facility totaling nearly 93,000 square feet with 12 CTM development suites, multiple ana- lytical laboratories and eight commercial scale manufacturing and packaging suites in Greenville, N.C. Areas of expertise include: Quality pharmaceutical formulation development; first-time-in-man (FTIM) formulations; Phase I-III clinical trial materials (CTM) manufacturing; and analytical method development and validation services lead- ing to commercial-scale manufacturing. Metrics Contract Services' technical capabilities include: Highly potent, cyto- toxic and unstable compounds; DEA- approved Schedule II-V controlled sub- stances; and products with poor bioe- quivalence, for which is offered an impressive proprietary portfolio of advanced delivery methods. 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This allows for a superior mouth feel and taste, can be used to support stability or deliver sustained-release characteristics, and enables incorporation into oral disin- tegrating, chewable and/or dispersible tablets, sachets, and liquid formations, as well as hard and soft gelatin capsules. Some 20 percent of the population has difficulty swallowing conventional solid oral dose forms. Cleantaste pro- vides formulations that are pleasant tast- ing and easy to swallow. To learn more about Metrics Contract Services, contact John Ross, Executive Vice President, at 252-317-3903 or stop by and see Mayne Pharma at booth 1924.