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C h a i n D r u g s t o r e D a i l y S a t u r d a y, A p r i l 2 5 , 2 0 1 5 2 2 more than 300 package sizes. Its focus is on developing and supplying an expand- ing line of safe and affordable generic pharmaceutical products including bulk and unit-dose package configurations for liquids and solids, film coated and con- trolled-release tablets, nasal sprays, oral solutions, oncologics and CII narcotics. Teams from Scientific Affairs, Research and Development and Marketing & Sales work closely to position the busi- ness as a strategic asset in the Boehringer Ingelheim network. General Manager, Randy Wilson is a pharmacist and business man with over 30 years of brand and generic experience. His diverse background includes new technol- ogy, product development, clinical supply chain, clinical manufacturing, and compli- ance and global new product launches. He has a proven record of success in the phar- maceutical business and brings a unique insight to the generic business and the rap- idly changing health care market. Beginning in 1885 as Columbus Pharmacal, Roxane has remained a pillar of the Columbus, Ohio business communi- ty. From its start as a regional pharmaceu- tical manufacturer, the operation was pur- chased in 1959 by Philips of the Netherlands and the name was changed to Philips Roxane. Several years later in 1978, Philips Roxane was acquired by the German based pharmaceutical company Boehringer Ingelheim and the business operates today as Roxane Laboratories Inc. Located on a 75 acre campus in Columbus, Roxane Laboratories' supply chain manufacturing affiliate, Boehringer Ingelheim Roxane Inc. is the primary production site for its generic non-sterile pharmaceuticals. The site is made up of several state-of-art manufacturing units that support the Sales/Marketing, Research and Development and the Supply Chain Manufacturing teams that are all co-located on the same campus. The co-location of all of the teams on the same site gives RLI the ability to respond quickly to changing market demands. For more information, visit www.roxane.com. Roxane Laboratories (Cont'd. from p. 1) DRIVING POSITIVE ROI FROM ADHERENCE PROGRAMS By Dave Dwyer, Vice President of Marketing for MWV Healthcare, Adherence Medication non-adherence is a complex medical problem, and represents a signif- icant business challenge. As a result, pharmaceutical companies, retail phar- macies and insurers are increasing their investment in adherence programs. Program spending increased by 281 per- cent in 2012, with average budgets reach- ing $1.5 million. However, quantifying a return on investment (ROI) may be a major hurdle. A look at these programs reveals these initiatives are bundled with those that drive patient acquisition and promote medication refill. This makes it difficult to tease apart the cost and impact on adherence. This can leave organizations looking at soft metrics like opt-in rates. In addition, these adherence tactics only focus on specific moments in time along the patient medication journey, with limited long-term behavioral enhancement. Non-adherence can hap- pen at any time, not just at refill. –n adTo effectively impact adherence, programs need to be there at the time patients' adherence starts to falter. An evaluation of 61 studies on a variety of efforts to improve medication adherence noted an overall increase of just 4 percent to 11 percent. In a CVS Caremark study, a face-to-face pharma- cist intervention program saw a 3.9 per- cent boost in medication adherence. With a budget of $200,000, it delivered a 3:1 return on investment. Given the complexity of medication non-adherence, a quick-fix, one-size-fits- all strategy is not the best approach. Companies should look to implement long-term, patient-centric and scalable solutions that are both high-impact and high-frequency. In a peer- reviewed study pub- lished in Clinical Therapeutics, data showed that adherence-enhancing calen- dared blister medication packaging, when used alone, demonstrated a statisti- cally significant impact over vials, improving adherence and persistence for long-term, once-daily medication. Packaging can be a foundation for and a conduit to a broader adherence platform. The patient interacts with the medication package every day, so it is uniquely position to impact long-term behavior. A published peer-reviewed study, this one of Novartis Pharmaceuticals Diovan HCT in adherence packaging with additional on-pack educational communication, found a significant increase in adherence and persistence versus a non-reminder package. Patients' length of therapy increased more than simply using reminder packaging alone. The study found patients refilled their prescriptions five days sooner and stayed on their medica- tion 22 days longer. So how would data like this help in calculating ROI? Here is a simple view of an average once-daily chronic medication: If the average cost is $140 for a 30-day pre- scription, and the average patient LOT is 270 days and there's a 10-day lift in LOT, this equates to an additional 600,000 pre- scriptions per year for an estimated 2 mil- lion patients on medication. That's $80 million in incremental profit. This simple view does not take in account the cost of the package, which would be less than a cost of a physician or patient educational brochure. It gener- ates approximately a 7:1 ROI as part of the marketing mix. For further information, visit MWV at www.mwv.com or email healthcare @mwv.com. During the NACDS Annual Meeting visit at Table #432. TORNIER ANNOUNCES U.S. FDA CLEARANCE OF SIMPLICITI SHOULDER SYSTEM Tornier N.V. has received clearance from the U.S. Food and Drug Administration (FDA) to market the Simpliciti(TM) Shoulder System, which is a unique, bone sparing total shoulder arthroplasty system designed to treat patients experi- encing severe shoulder joint pain, com- promised range of motion, loss of strength and functionality. This novel system provides surgeons with an effi- cient, repeatable surgical technique that is intended to preserve both the patient's native bone and avoid further trauma to the surrounding soft tissue. Dr. R. Sean Churchill, lead investi- gator in the Investigational Device Exemption (IDE) study, said, "In my practice, a new category of younger, more active patients has emerged. These patients are more demanding and aren't satisfied with modifying their lifestyle as a result of shoulder pain. The humeral canal sparing design and revision optionality of the Simpliciti Shoulder System allows me to address this patient population that I have been hesitant to treat with traditional implant systems.... Another benefit of the ultra short-stem design is the absence of a metal implant extending into the distal humeral canal, thereby reducing the risk of a mid-shaft humerus fracture, which can serve to compromise typical total shoulder implants." ASCEND LABS LAUNCHES EXCLUSIVE PRODUCT Ascend Labs is pleased to announce that it has received FDA approval to market its Mycophenolate Mofetil Suspension, equivalent to Cellcept Suspension. Ascend becomes the first generic suspension in this important immunosup- pressant family. This is the third approval Ascend has received in the last few months. Other recent approvals include Nimodipine Capsules and Benzonatate 150mg. Ascends Nimodipine is only the second generic on the market and its Benzonatate 150mg will be the first generic alternative to the brand Zonatuss. Ascend is pleased to gain these FDA approvals and it shows the continuing growth and devel- opment of Ascend Labs. Ascend Labs is focused on continuing the growth that has seen IMS recog- nize it as one of the industry's fastest growing generic companies. Ascends Mycophenolate Suspension joins with Ascends solid dose versions, which includes the 250mg capsules and 500mg tablets and positions Ascend as the only generic company to market all three dosages of Mycophenolate. Customers may now place orders for the suspension or solid versions. For more information, visit booth #460 or go to www.ascend laboratories.com.