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C h a i n D r u g s t o r e D a i l y 6 3 S u n d a y, A u g u s t 2 3 , 2 0 1 5 AKORN ANNOUNCES NEW BRANDING AND COMMERCIAL LEADERSHIP Akorn Inc., a leading specialty generics company based in Lake Forest, Illinois, recently unveiled new branding that embodies the company's ongoing com- mitment to patients and customers. The new Akorn brand celebrates the compa- ny's transformation from a niche generic ophthalmic and injectable supplier to a specialty generics leader in the U.S. mar- ket. The company offers a full line of generic pharmaceutical products in alter- nate dosage forms, including topicals, oral liquids, nasal sprays, ophthalmics and injectables. In addition to specialty generic products, Akorn offers a unique portfolio of branded products focused on ophthalmology and acute care settings. Along with the company's new branding, which follows Akorn's recent acquisitions of Hi-Tech Pharmacal and VersaPharm, Akorn recently appointed Jonathan Kafer as Executive Vice President, Sales and Marketing. In the newly created role, Kafer will oversee all commercial functions for all of Akorn's business units. Kafer will also play an integral role in strategic market and prod- uct portfolio considerations as well as ensuring Akorn's continued excellent customer service. "I'm excited to join the Akorn team to help lead the company's transforma- tion into a specialty generics leader," said Kafer. "Akorn is unique in the indus- try for its ability to provide a one-stop shop for often difficult-to-source special- ty generic products. We plan to build on this strategy to remain a trusted source focused on the quality, availability, and affordability of specialty generics." Akorn's new branding represents a celebration of the company's transfor- mation over the last 18 months. The new logo features a Möbius, a two- dimensional band connected to form an infinite loop, symbolizing the "Power of Three" with three colored segments. Dark blue reflects Akorn's dedication to quality, availability and affordability. Green represents past and future growth in Akorn's three main channels: gener- ics, brands and OTC. Light blue evokes the trust earned by Akorn across all business segments: pharmaceuticals, consumer health and animal health. The intertwin- ing of these elements symbolizes Akorn's specialized dosage forms, mul- tiple trade channels and multinational reach as well as the company's dedica- tion to its customers. "Our new branding reflects the pro- gressive company we are today and our ongoing practice of solving healthcare challenges," said Chief Executive Officer Raj Rai. "The branding demonstrates our stability, integrity and ongoing growth." Visit Akorn at booth #3705. For more information, call 800.932.5676 or go to www.akorn.com. INCREASING THE ROLE OF PHARMACISTS IN INTERDISCIPLINARY HEALTHCARE TEAMS By Ned Milenkovich, Principal with Much Shelist In January 2015, the National Governors Association (NGA) released the white paper, "The Expanding Role of Pharmacists in a Transformed Health Care System," challenging states to change their laws to allow pharmacists to become more integrated into the health care delivery system. The NGA, along with health care experts, acknowledges the essential role that medication man- agement plays in treating chronic dis- eases and stresses that including pharma- cists on chronic care delivery teams will improve health outcomes and reduce costs. The Pharmacist's Role The healthcare system is experiencing a fundamental shift in the areas of finance and delivery of healthcare services. States are considering laws, regulations and best practices to improve outcomes while reducing costs. This is partly due to a growing number of adults who have chronic diseases and the multiple med- ications required for treatment. As these rates increase, so does non-adherence to the proper medication regimen, the con- sequences of which are both physical and monetary in nature. Pharmacists have the capabilities to play a large role in shaping health care delivery to individuals, especially those with chronic diseases. Medication man- agement therapy, wellness counseling, disease prevention services and primary care are most effective when the pharma- cist is included in the larger interdiscipli- nary team. This can be documented through collaborative practice agreements (CPAs), which streamline patient care and allow licensed providers to refer patients to a pharmacist for corresponding healthcare services. This integra- tion also allows for a patient's entire healthcare team to collabo- rate and maintain transparency, increas- ing the quality of both individual health care services as well as the entire patient health care plan. Obstacles Several barriers distance pharmacists from fully integrating into the health- care delivery system and prevent them from providing direct patient care serv- ices, including restrictive laws and reg- ulations governing CPAs, with some states requiring separate CPAs for each patient, stifling the efficiency of the process. The failure to appropriately compen- sate or reimburse pharmacists for direct patient care services is another, so that integrating pharmacists will also require recognition by third party payors in order for the cost structure to reflect the needs of both patients and health- care providers. Many states and private healthcare plans, for exam- ple, still have limits on pharmacists who wish to bill directly for their services. This acts as a deterrent for both pharmacists and patients. The last are the limitations on the access to health IT systems. Access to health IT systems is essential to the phar- macist's role in a collaborative healthcare team. One of the largest obstacles in cre- ating this transparency is tied to state laws and their failure to recognize phar- macists as providers. As our healthcare system continues to take steps to increase the quality and lower costs associated with healthcare, it is important to recognize the value that pharmacists can add and to adopt laws, regulations and policies that allow and encourage interdisciplinary healthcare teams. For more information, contact Ned at 312.521.2482 or at nmilenkovich@ muchshelist.com. FOUR TRENDS DRIVING 2015 CHOCOLATE SALES In 2015, chain drugstores can look to four pivotal trends shaping chocolate buying behavior. Aligning with these consumer insights, Mars delivers a mouthwatering lineup of innovative products. Here's what's trending – and tasty – in the candy aisle. Options for on-the-go snacking confirm the conclusions research has shown, that consumers are looking for ways to satisfy their sweet tooth while keeping their waistlines in check. Mars recently launched two new products that give shoppers alternatives when looking for snacking options. New Real Fruit Dipped in DOVE ® Dark Chocolate is the perfect combina- tion: real fruit and America's number one DOVE Dark Chocolate. This new item comes in three varieties of real fruit – cranberry, cherry and blueberry – that are the top-selling fruits on the market. Dark chocolate is the fastest growing category in confections due to its potential health and wellness bene- fits, and fruit is the fastest growing snacking category. Back this year by popular demand, M&M'S Crispy Candies feature a unique, crispy center covered in creamy milk chocolate, wrapped in a colorful candy shell. This new item, plus fan favorite M&M'S Pretzel Chocolate Candies, are each under 200 calories per serving. Smaller portions are big with the on-the-go snacking segment, and demand for portion control continues to grow, spurring explosive growth in the unwrapped, bite-sized candy cate- gory. Consumers are seeking the full taste experience of their favorite candy bars in bite-size portions. Mars now offers six varieties: SNICKERS Bites, MILKY WAY Bites, MILKY WAY Simply Caramel Bites, TWIX Bites, 3 MUSKETEERS Bites and – new this year – 3 MUSKETEERS Mint Bites. This newcomer features refreshing mint-flavored fluffy nougat enrobed in silky dark chocolate. Lasting favorites will always be a mainstay and the tried and true will always stay strong, but that doesn't stop excitement from new flavors of recognized brands from fueling sales with new choic- es. Consumers are excited to try new flavors from the brands they favor. With a proven flair for bringing innovation to its iconic brands, Mars is launching several prod- ucts this year in addition to those men- tioned above. Shoppers' mouths will water when they see these temptations on shelves. They include the MILKY WAY Brand Marshmallow with Caramel Bar, SNICKERS Brand Mixed Nuts Bar, SNICKERS Xtreme Bar and TWIX Creamy Peanut Butter Cookie Bars. Seasonal is a perennial best seller, and in the drug channel, seasonal candy represents 50 percent of confec- tionery sales. Especially popular right now: seasonal shapes in both singles and sharing sizes, like TWIX Ghosts and Santas, SNICKERS Pumpkins and Trees, and MILKY WAY Simply Caramel Snowmen. To complement its ever-popular seasonal shapes, Mars is rolling out a host of new holiday items, including M&M'S Brand Milk Chocolate Candies Cane with bunny ears on top, DOVE Milk and Dark Chocolate Solid Bunnies with an updated shape and a MINIS MIX stand-up pouch with 105 pieces dur- ing Easter of 2015, SNICKERS Brand XScream FUN SIZE Bag, 3 MuskeFEARS FUN SIZE Bag and a Chocolate Variety Mix stand-up pouch with 240 pieces during Halloween 2015 and M&M'S Brand White Peppermint Candies for the Holidays, M&M'S ® Brand Mint Chocolate Candies Cane and SNICKERS Brand Baking Bites for the Holidays for Christmas 2015. In addition to offering iconic chocolate brands, Mars also helps retailers drive sales with best-in-class merchandising, packaging and con- sumer promotions. For more information, go to www.mars.com or call 800.631.7630.