Issue link: http://osercommunicationsgroup.uberflip.com/i/709452
C h a i n D r u g s t o r e D a i l y 7 7 S u n d a y, A u g u s t 7 , 2 0 1 6 Mentholatum is modernizing its con- sumer communication by transferring learnings from its digital and social media targeted at millennials through its Rohto® Eye Drops brand to additional brands and categories. To support the brand, Mentholatum has leveraged the recent pop-culture phenomenon sur- rounding zombies in its highly impactful digital advertising campaign. As a result, Rohto Cool Max has emerged as the No. 1 growth SKU in the eye drops category. "Using the Rohto Eye Drops suc- cess as a guide, we've refined our approach on other key brands," said Mike Carroll, Vice President of Marketing and Sales. Mentholatum's marketing campaign for OXY ® Acne Medication is "a more modern approach, heavy on digital and social activity," with an app that delivers an individualized daily acne care regimen and education. The app supports the OXY 28 Day Challenge campaign, which promotes correct usage of OXY pads, face washes and spot treatment for optimal efficacy. Through the app, teens access an individualized acne care regi- men by self-diagnosing their condition and activity level. Daily reminders are sent through the app to increase regimen compliance and progress is measured with before and after pictures. An influ- encer program, centered on key blog- gers who share the OXY 28 Day Challenge with teens and their moms via a blogging page, Facebook, Instagram and Pinterest, supports the campaign. "By communicating directly with core acne consumers, we have the abil- Mentho latum C o mpany (C o nt'd. fro m p. 1 ) ity to strengthen not only our brand, but the entire acne category, for our retail partners," Carroll said. "Our message emphasizes that seeing positive results requires a regimen and time. Knowing how to use OTC acne treatments prop- erly increases efficacy, ultimately encouraging consumers to return to the category." Initiatives to connect directly with current and potential new customers also extend to Mentholatum's most estab- lished products, like chest rubs. With its new Mentholatum ® No Mess Vaporizing Rub (in a unique, mess-free rollerball applicator), and Mentholatum Nighttime Vaporizing Rub (with a pleasant lavender scent), Mentholatum has addressed the two most common consumer complaints – strong scent and messy application – with formulations that use 100 percent natural active ingredients. To communicate its product innova- tion, Mentholatum is changing its mar- keting strategy by targeting young moms, who are seeking more natural cough and cold remedies. "Digital and social media allows us to directly communicate the advantages of the new formulations to a new emerg- ing core consumer in ways that broad- based advertising never could," Carroll stated. Social media support via Facebook was recently implemented to bolster existing retail promotions and demonstrate how Mentholatum chest rubs satisfy consumers' desire for more natural cough and cold remedies. Market share increases trended 50 percent above control markets in those areas. Visit Mentholatum at booth #140. oral-solid contract packaging facility located two hours north of Nashville, Tennessee. We are on the cutting edge of market trends by being 100 percent seri- alized and fully aggregated on each of our packaging lines. Apace is capable of handling any oral-solid packaging need in bottle or blister configuration, includ- ing rework and special projects. We are proud of our ability to meet unique cus- tomer challenges and provide rapid results. CDD: What makes Apace Packaging dif- ferent? DS: Apace Packaging prides itself on quality. Apace personnel train constant- ly to ensure your product is packaged in compliance with cGMP guidelines. We passed our last two FDA inspec- tions with zero 483 issues and have been awarded Verified-Accredited Wholesale Distributors (VAWD) accreditation from the National Association of Boards of Pharmacy. We position ourselves for long-term suc- A pace P ack aging (C o nt'd. fro m p. 1 ) cess and the ability to withstand market changes by combining impressive qual- ity with superior turn times, capacity and flexibility. CDD: How do you compete as a small business located in rural Kentucky? DS: Our location in rural Kentucky gives us the advantage of lower operating expenses, which translates to lower costs for our customers. In addition, there are advantages that are not always related to low cost. Our affiliated family of compa- nies, including R & S Northeast, AvKare/AvPak and our most recent addi- tion, R & S Solutions, a third-party logis- tics company, give us the ability to tailor services to our customers' needs. Having the ability to handle product from manu- facturing to end-user provides a service that is unmatched. Visit Apace Packaging at booth #2428. For more information, go to www.apacepak.com, call Patrick Ferguson at 270.434.2722 or Darren Shirley at 270.590.1158. BR: Sirio is a contract manufacturing and product development company for the global dietary supplement industry. We are headquartered in Shantou, China and have been in business for 23 years. We are dedicated to marketing the high- est quality products that meet our cus- tomers' needs for product innovation, uniqueness, natural ingredients and value. CDD: Where is your current product emphasis? BR: We offer a comprehensive oral dosage product portfolio. With 24 softgel production lines and the world's largest tumble dryer cage, we have the capacity to service the global market. In addition, the gummy market is growing. To continue to meet the con- sumer demand, Sirio is launching plants- terol, protein, mood, caffeine, glutamine and BCAA gummies. We also plan to introduce more types of gummies, such as center-filled, swirl color and multi colors. CDD: What would you say makes your company unique? BR: At Sirio, everything we do, we believe in doing differently. Our 20-plus years of R&D expertise, 3,000-plus stock formulations owning 11 patents, and cus- tom formulations offer our customers tai- lored solutions for every oral dosage form. Our customer service is excellent. The customer is the central point to everything we do. We take pride in our proactive, transparent, solution-based approach to delivering exceptional serv- ice to our customers. With our global footprint, we have access to global mar- Sirio (C o nt'd. fro m p. 1 ) ket trends which we use to design prod- ucts and services to create solutions spe- cific to each customer. CDD: Tell our readers about recent developments and future plans. BR: Over the past year, Sirio sold its Treerly brand to Pfizer. Treerly was one of top healthcare brands in the China retail channel offering products uniquely designed for women's healthcare. Our consumer research tells us con- sumers prefer natural ingredients in their supplements. Sirio is focused on meeting this consumer need with the Veggie Soft Softgel program made with 100 percent plant ingredients and pectin gummy pro- gram. This year, we will be effectively managing our North America expansion. As a global organization, we have a bright future. We broke ground for a new plant that will be located in central China. This plant will start manufactur- ing in the first half of 2018, quadrupling our capacity. CDD: To what do you attribute your company's success? BR: Sirio delivers exceptional value to our customers and their customers. We use the highest quality raw materials, low cost of manufacturing, an experienced and creative R&D team and the latest technology. Customers know that they can trust us with their business. Sirio has earned quality certifications, including US FDA, TGA, BRC, NPA GMP certi- fied, EU Fishery Product Registered, SGS and Sedex ethical trade audit. Visit Sirio at booth #1461. For more information, go to www.siriopharm.com or call 336.624.8426. MEDIMPACT: ENGAGING WITH HEALTH CONSUMERS An interview with Dave Halter, Senior Vice President Strategic Finance Operations, MedImpact Health Care System, Inc. CDD: What trends do you see affecting the PBM/pharmacy relationship? DH: It is the age of the consumer. Customers across industries want to be in charge of what, where, when and how they receive information and purchase products. The healthcare consumer is no exception. The rise in consumerism is driving the growing retail-orientation in the healthcare industry with a focus on personalized sales and marketing. CDD: How do you think the industry should adjust to growing consumer desires? DH: I believe industry stakeholders must evolve their traditional business-to-busi- ness models by becoming more con- sumer centric. We must meet the chang- ing market with new and innovative solu- tions, focused on building long-term con- nections through multi-channel engage- ment solutions. CDD: How does MedImpact approach this growing shift? DH: Our business model is unique; we avoid conflicts by not owning fulfillment pharmacies, and we don't compete with retail chains for prescription dispensing. Typically, PBMs that own dispensing work toward shifting marketshare to their owned pharmacies including retail, mail and spe- cialty pharmacies. As a PBM, we must provide options for retail, mail order and specialty, but the way we do it is different. In addition to optimizing patient access via our retail dispensing network, we offer an integrated network solution for specialty and mail. We can also work with our phar- macy network to offer personalized, acces- sible content through patient-centric, multi-channel engagement. Through proactive, personalized engagement, our solutions are designed to help patients stay healthy or manage chronic conditions. CDD: How do you balance the patient need for personalization with the increas- ing rise of specialty drugs that require complex dispensing? DH: Our goal is to keep things simple for the growing population of patients using specialty medications. This prescription- level utilization management for special- ty drugs centers on payer and patient alignment, ensuring these high-cost pre- scriptions balance plan guidelines and patient requirements. For more information, go to www.med impact.com or email info@medimpact.com.