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Chain Drugstore Daily 1 1 Saturday, April 22, 2017 CURAD: WHEN LIFE NEEDS ADVANCED HEALING The CURAD ® retail brand from Medline has been known and trusted in North America for quality products since its inception in 1951. Today, the company continues to offer innovative solutions to help consumers feel and heal their best. Now, Medline is proud to announce CURAD products are now available at a variety of national drug, club, mass mer- chandise and food store locations. This is another important step forward as the company broadens its retail presence with advanced options that appeal to cus- tomers both inside the healthcare setting and at home. In addition, Medline has just launched its new, solution-driven and user-friendly CURAD website, which showcases its broad portfolio of prod- ucts, including the company's newest innovations: Truly Ouchless! ® – Flex fabric and plastic bandages hold tight and let go easy. Soothe & Cool™ – Instant cooling technology cools on contact. QuickStop!™ – Bandages treated to help stop minor bleeding fast. Germ Shield™ Antimicrobial Wound Gel – Effectively kills bacteria, fungus and yeast. SoothePlus™ – Gauze and pads with the natural, soothing, odor-fighting properties of ARM & HAMMER™ bak- ing soda infused in the products. Not every wound is the same, and with these new CURAD products, they don't have to be treated that way. Look to CURAD for advanced, hospital-to-home solutions to help provide first aid target- ed to specific types of injuries. For more information, visit booth #699, go to www.curad.com, www.facebook .com/curadbrand or www.twitter.com/ curad (@Curad). FAST GROWTH FOR MENTHOLATUM NIGHTTIME VAPORIZING RUB Mentholatum ® Nighttime Vaporizing Rub was introduced to the market in the fall of 2014. The product was very well received by consumers for its unique soothing and calming lavender scent when compared to the strong medicinal smell of traditional chest rubs. This product grew 44 percent vs. prior year in MULO or 2.5 times more than the chest rub segment as a testa- ment to its strong consumer appeal because its maximum strength formula with 100 percent active ingredients effectively relieves cough and lasts for up to eight hours, which is perfect for bedtime use. Chest rubs have been around for more than a century. They are a trusted and safe topical cough and cold remedy, which American families have been using to effectively relieve cough and muscle aches for generations. Despite con- sumers' affinity for chest rubs, complaints over strong medicinal scent have been well documented. The Mentholatum Company is dedicated to providing consumers with the highest quality remedies available. The innova- tive Nighttime chest rub was developed in direct response to consumer feedback over chest rub's unpleasant scent as well as a growing demand for OTC products with natural ingredients, placing Mentholatum Nighttime as the fastest growing chest rub in the mar- ket. With the success of Mentholatum Nighttime Vaporizing Rub, not only is the company giving con- sumers relevant new options in OTC remedies, but also strong options to its retail partners to grow their cough and cold business. For more information, visit booth #314. PRICING, MARGIN STRATEGIES VARY GREATLY ACROSS HBW CATEGORIES Health, beauty and wellness manufactur- ers employ a variety of pricing strategies to gain a competitive advantage in the marketplace while at the same time strengthening their bottom line. While most seek to increase published list prices and increase trade spending (off- invoice and bill back allowances and/or marketing funds), many decrease pub- lished list price and maintain trade spend- ing. "We tracked 7,202 list price changes across 59 health, beauty and wellness categories over the past 12 months," said Glen Davis, President of Competitive Promotion Report, LLC. But an analysis of these list price changes might surprise you, he added, because while 80 percent or 5,810 were list price increases, 20 per- cent or 1,392 were list price decreases. "The average list price increase was $1.07 or 4.6 percent and the average list price decrease was $1.44 or 15.9 per- cent," said Davis. "In one example, we saw a leading manufacturer actually take a list price decrease and at the same time significantly increase trade spending as a pricing strategy to defend against an Rx to OTC switch." Retail margin is another very impor- tant metric that HBW manufacturers attempt to manage in order to gain a com- petitive advantage. Knowing average everyday retail margin for your brands and for your competitors can provide manufacturers with a solid baseline financial understanding of how retailers perceive one brand versus another. Most manufacturers want the retailer to make a fair margin on their products, but understand that sales may be negatively impacted if retailers take too much margin. "Average everyday retail margins vary greatly across HBW cate- gories," said Davis. Oftentimes cate- gories that are very competitive with high unit sales like baby diapers and shave blades (non-razors) have lower retail margins because retailers are competing for consumers purchasing these products. On the other hand, retailers have found that they are able to earn much higher margins on categories such as contracep- tives, first aid accessories and ear care products. You also should consider retail margin percent versus retail margin dol- lars. Products with a high retail price but a low retail margin percent can some- times generate more retail margin dollars than products with low to moderate retail prices and high retail margin percent. It is extremely important for manu- facturers and retailers to use fact-based data, analysis and insights to develop their list, retail and margin strategies. "Our clients are among the leading manufacturers in the industry and have come to depend on CPR for both our syndicated database and IDM consulting services and IDM," says Davis. Having the right pricing and retail margin strategies will drive sales, market share and profits. For more information, call 770.565.0735, x106 or go to www .competitivepromotion.com. CREATE A UNIFIED CUSTOMER EXPERIENCE WITH WESTROCK WestRock provides pharmacies and phar- maceutical manufacturers with unique award-winning packaging solutions that are designed to improve patient adher- ence to medication, enhance pharmacy efficiencies and increase speed to market. Shellpak ® Renew and Doseapak ® , top-selling adherence solutions, protect medication integrity and offer superior child safety (F=1) while remaining easy for adults to use. An innovative capabili- ty under the new organization is mer- chandising displays, which help drive promotion at the retail setting with tem- porary promotional and permanent point- of-purchase displays. Providing an end-to-end marketing, merchandising and packaging suite of solutions, WestRock supports the retail pharmacy's challenges comprehensively. Adherence packaging solutions not only maximize pharmacist-patient interaction opportunities, but also provide increased opportunities to satisfy CMS Star ratings and boost reimburse- ment. Merchandising displays amplify the investment many retail pharmacies have made in mobile app technology, in- store promotions and point of sale prospects by creating a unified customer experience. The Patient/Consumer Journey Your patient enters the retail store to pick up a prescription from the pharmacy. Notifications of in-store promotions appear on the patient's mobile device through the retail app. The patient makes a note to pick up the allergy medication being promoted. The patient pro- ceeds to the pharmacy and has a meaning- ful educational interaction with the phar- macist, who explains the cholesterol medication regimen and side effects, and the importance of compliance to maxi- mize symptom improvement. The patient then goes to pick up Allergy Med X from the WestRock display. The patient also pulls an in-store coupon off the display for $2 off tissues, finishes shopping and proceeds to checkout. For more information, visit booth #690.