Issue link: http://osercommunicationsgroup.uberflip.com/i/499815
C h a i n D r u g s t o r e D a i l y 2 9 M o n d a y, A p r i l 2 7 , 2 0 1 5 LL: The power categories: items with high household penetration, purchase frequency and impulse appeal. For the drug channel, power items are confec- tionery, beverages, salty snacks and magazines. CDD: What types of brands are top per- formers at the front end? LL: Position the power brands up front, along with a few new innovations to pique interest. Power brands are the top sellers in each power category. Shoppers tend to make front-end purchases as a reward or indulgence, but if their favorite brands aren't there, they'll resist the impulse. CDD: How can drug stores better capi- talize on dwell time? LL: Take advantage of checkout wait times with eye-catching floor displays, advertising promotions and seasonal con- fections. These all tend to perform well in the register location. CDD: How should front-end marketing strategies tie to product positioning throughout the store? LL: Secondary displays in high traffic areas work in tandem with front-end strategies to stimulate additional sales. Ideal spots for confectionery displays include the pharmacy area (we call it "the other front end"), grocery aisle, photo area and cooler vault. We also know con- Mars (Cont'd. from p. 1) sumers enjoy promotions centered on "key moments" that bring family and friends together. Some of the Mars 2015 promotions are around those key moments, including NASCAR, NFL, M&M'S ® Brand Movie Mania and Summer Road Trip. CDD: You mentioned "the other front end." Please explain. LL: In drug stores, "the other front end" is the pharmacy, where nearly two-thirds of shoppers wait for prescriptions. Don't overlook the pharmacy counter and adja- cent areas for product displays. They rep- resent a tremendous opportunity to grab attention and generate impulse sales. CDD: In the drug channel, seasonal candy represents more than 50 percent of confectionery sales. What best practices do you recommend to optimize seasonal sales? LL: Definitely place seasonal items at the checkout and in secondary displays. Consumers are looking for their tradi- tional favorites, like M&M'S Brand Candies in seasonal colors and flavors. Vibrant holiday packaging and seasonal shapes are also very on-trend, making products like TWIX Brand Ghosts for Halloween and SNICKERS Brand Trees for Christmas popular during those holi- days. For more information, visit booth #226, go to www.mars.com or call 800.631.7630. accelerate organizational agility to enable growth. CDD: What type of actions do you recom- mend suppliers consider in order to devel- op successful go-to-market strategies? SV: We believe that profitable growth will be enabled by strongly embracing a more customer-centric model which includes six key actions: capturing and managing data to build a 360-degree view of the consumer and shopper; developing abilities to integrate, manage and harmonize external and internal data; developing capabilities to rapidly test and learn; applying analytics to develop insights and recommendations in order to put the shopper at the heart of all opera- tions; delivering timely, tailored and seamless brand experiences across chan- nels, including in-store, out-of-store and digital; and infusing and integrating information and insights in supporting CROSSMARK (Cont'd. from p. 1) systems and processes to drive enter- prise-wide value. CDD: How does CROSSMARK help clients win in the marketplace? SV: CROSSMARK delivers solutions that help clients develop a smarter way to faster growth for their business. At the heart of our company are end end-to-end capabilities from "thought to bought," with an innovative business planning and go-to-market process, CROSSVIEW, that delivers better insights, better plan- ning and better execution. CROSS- MARK has world-class capabilities in analytics and insights, shopper and expe- riential marketing and merchandising and execution. These enable us to pro- vide thought leadership and bring our clients new solutions to solve for the challenges in our dynamic, ever-evolving environment. For more information, visit www.cross mark.com. CP: We're intensely focused on produc- ing superb quality generic pharmaceuti- cals and quality is the number one priority across all of our operations. Each of our 11 state-of-the-art manufacturing facilities meets the same exacting US FDA cGMP standards. High-quality finished products start with strong research and develop- ment and a quality-by-design approach. We've invested substantially in 250,000 square feet of research and development space at three metro New York facilities and three sites in India housing Ph. D and M.D. level scientists with extensive back- ground in regulatory, clinical, intellectual property and other disciplines. Regarding customer consolidation, Amneal has always been very proactive with all its customers. We engage in gen- uine relationships, we listen carefully and show a willingness to meet their needs exactly. CDD: How is Amneal keeping pace with evolved market demands? CP: Amneal is fully committed to invest- ing in technology and human resources to drive the launch of high-value, complex generics, which represent attractive growth opportunites. We're aggressively expanding into difficult-to-formulate specialty generics, biosimilars, novel technologies and advanced dosage forms. These unique products offer substantial barriers-to-entry from a technical, regula- tory or commercial perspective and cre- ate sustained competitive advantage. Our core strengths include the capacity to handle complex formulations Amneal Pharmaceuticals (Cont'd. from p. 1) with high variability, products with inno- vative delivery platforms, dosage forms sensitive to processing techniques, med- ications which require immune response or clinical endpoint studies in addition to bioequivalence studies and sophisticated device-driven products. Amneal's experi- enced scientific team is well-equipped to bring these evolving therapies to market. CDD: How do you balance rising demand for complex products with consumers' ongoing need for mainstream generics? CP: We devote considerable resources to develop, launch and manufacture well- established generic medicines, as well as more advanced products, balancing a market presence in high-volume com- modity drugs with expansion into differ- entiated generics and biosimilars. We continue to invest in our highly- efficient manufacturing plants in New York, New Jersey and India. Our 400,000 square foot expansion in Brookhaven, NY will be more than double production capacity. In all, the company will spend more than $600 million on research and development and capital investment over the next two years. Patient access to top quality generic drugs is vital to controlling rising health- care costs. We believe that creating exceptional customer value, passionately pursuing quality throughout our opera- tions and maintaining total commitment to out stakeholders will benefit both Amneal and the markets we serve. Stop by booth #202, visit online at www.amneal.com or call 866.525.7270 for more information. As the company increases its focus on patient support solutions, the acquisition of Triplefin aligns H. D. Smith well with the increased demand for programs to support access and adherence to traditional and specialty drugs. For 32 years, Triplefin has continually helped pharmaceutical brand managers remove barriers to brand access and adherence. Today, more than 45 phar- maceutical manufacturing companies, rep- resenting more than 150 brands across multiple therapeutic categories, have con- nected with Triplefin and experienced suc- cess with Triplefin's solutions. With a wide array of offerings to sup- port patients and healthcare providers – ranging from hub services and co-pay pro- grams to in-home nursing support – Triplefin expands the ability to improve patient care. By collaborating closely with brand teams, sites of care and pharmacy, we build successful programs that help enhance the patient experience and decrease prescription abandonment H. D. Smith (Cont'd. from p. 4) through every phase of the patient journey. Today, each new product launch, brand, specialty or biosimilar, creates an opportunity to develop distribution and patient support models that focus on the individual needs of the patient and health care provider. For new brand products, a high-touch hub solution, closely aligned with pharmacies that ensure product avail- ability during a new launch, can improve the patient's access and experience in the critical first days of therapy. By integrating H. D. Smith's traditional distribution solu- tions with a high-touch patient support experience through Triplefin, a new level of patient engagement is created, improv- ing patient access and adherence. This is an exciting time in the health- care industry and through the expanded solution offerings developed at H. D. Smith, we look forward to another 60 years of supporting patient care and healthcare innovation. For more information, visit www.hdsmith.com. according to Jobson Research, Pharmacist Study, September 2014. The effective utilization offered from its services can be seen from the fact that 82 percent of respondents indi- cated they normally read through the contents for important information and 42 percent share the contents with a col- league. Pharm/alert Direct Mail is best complemented with the timeliness and wide distribution of E-Pharm/alert whose results have industry leading open rates and deliverability with detailed metric reports provided after each campaign. In addition, the expert- ise in project management ensures quick and accurate deployment, A/B /alert (Cont'd. from p. 4) Subject line testing available, clients lists matching and much more. Most importantly, 91 percent of pharmacists surveyed are familiar with E-Pharm/alert and 69 percent of those pharmacists recalled receiving at least one E-Pharm/alert within the last 60 days. This coincides with its effective uti- lization of 82 percent of respondents indicating they normally read through the contents for important information and 22 percent filing select e-alerts for future reference. Looking to the future, Clinical/alert is a unique engagement tool for health- care providers that will be new in 2015. For more information, visit www.alert marketing.com or call 800.462.4546.