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Chain Drugstore Daily 3 3 Sunday, April 23, 2017 CDD: What is your goal for the show? RR: Though we attend many industry events, it's our first time at NACDS Annual. We are excited to connect with attending health and wellness brands who think differently or have a unique offering, because that's what RLA Collective is about. We offer a unique perspective and can help health-focused brands take a road less traveled. We are also launching two new agency services – including Artificial Intelligence-driven media buying – that we think brand marketers will find inter- esting to reach their core consumer more effectively with increased learnings. CDD: What brings you pride about your company? RR: We're proud of how we have evolved organically as our clients' needs have. Our small size and entrepreneurial model pro- vide us with the curiosity and flexibility to test new offerings for clients, as well as to be on the cutting edge of new marketing technologies. This enables us to offer an array of integrated marketing services when new modes of communication become available. Our newest strategy in the digital arena is the latest instance where we've married our expertise in health and wellness with the latest in multi-channel marketing and our nimble company model. CDD: What new products are you launching at NACDS AM? RR: The first is a strategic digital adver- tising dashboard partnership that taps the latest in Artificial Intelligence (AI) digi- tal media buying across all platforms at once (versus siloed approach of program- matic, search, social, etc.), so it's con- RLA Collective (Cont'd. from p. 1) sumer first versus channel first. The sec- ond is a direct-to-consumer sampling opportunity exclusively for health, well- ness and personal care brands based on specific demo, shopping habits, health conditions and other data points. CDD: Who are RLA's target customers? RR: Our ideal clients are manufacturers of consumer health and wellness brands sold in drug, mass, specialty, pet and online/e-commerce channels. We love working with companies who are ready for a refreshed strategy and want to find that key audience base who will buy and evangelize their product. CDD: How do your products or services help your customers compete in their marketplace? RR: We're not afraid of talking about the conditions which our brands treat! When you deal with products that 'go in, on or around almost every 'crack' of the body,' you have to be really comfortable having the conversation with consumers. It also doesn't hurt that we have an in-depth understanding of the regulatory side of marketing OTC healthcare and dietary supplement brands, including FDA, FTC and DSHEA for proper messaging and disclosure in the varied channels we use to disseminate brand messaging. The length and breadth of experience in these areas means minimizing risk, particularly in the newest forms of media. For more information, go to www.rla collective.com or contact Alyson O'Mahoney, Executive Vice President and Partner at 914.241.0086, ext. 1013 or at aomahoney@rlacollective.com. To reach Alyson during NACDS AM, call 914.420.1855. identify meaningful and relevant insights." "CPR provides our clients with actionable competitive trade spending and pricing solutions that drive improved category/brand ROI via two distinct plat- forms. The heart of the company's syndi- cated solutions platform is our CPR Detail Report. This one-of-a-kind trade spending and pricing tool allows our clients to analyze both national brand and store brand trade pricing and promotion- al spending activity by SKU, by brand/product, by segment and/or by cat- egory. Using the CPR Detail Report, clients are able to better strategically position their brands and SKUs relative to those of their competitors with their key retail customers. This report also gives clients the ability to quickly identi- fy list price changes and to track promo- tional pricing trends over time, thus giv- ing them a clear, competitive advantage in the marketplace. By benchmarking and understanding your competitive trade pricing and promotions, manufac- turers are able to identify and establish optimal list prices, and can better under- stand when price changes are appropri- ate," Davis added. CPR's Integrated Data Management (IDM) platform leverages CPR's propri- etary trade pricing and spending data along with customer POS syndicated data provided by their clients to help them fully understand their brand role and financial contribution to the retailer's bottom line. IDM considers multiple metrics in context with the retailers' margin objectives to understand how various strategies can impact their brand, the competitor's brands and even Store Brand's Return on CPR (Cont'd. from p. 1) Investment (ROI). Key components of CPR's IDM platform include: Brand Profitability Comparison Analysis. What is the total margin dollar contribution, margin percent and penny profit and margin per point of distribution for your brand versus competitive brands? Trade Spending Analysis. Considering off-invoice and bill back allowances, how much are you spending in the trade to support your brand versus your competitors? Portfolio Optimization (National and Store Brand). What specific promotional activities and price gap optimizes margin for the retailer? Strategic Pricing Analysis. A five to 10 year analysis of list price changes in a category to identify trends by your com- petitors to help manufacturers use fact- based analysis to establish the optimal pricing strategy. Using national brand published list price and private label's EDAC (Every Day Acquisition Cost) from the CPR database along with retail pricing from other syndicated services, CPR is able to calculate retailer margin and conduct analysis and modeling to help manufac- turers and retailers identify financial insights otherwise unavailable. Based on these insights, CPR is able to make recommendations that will drive total category margin dollars and market growth. "Our clients are among the leading manufacturers in the industry and have come to depend on CPR for both our syn- dicated database services and IDM analysis and insights," says Davis. For more information, call 770.565.0735, x106 or go to www .competitivepromotion.com. mobility; excellent support without the restrictiveness of rigid stays; adjustable for custom comfort and support; most feature Microban™ antimicrobial pro- tection. Flex: Supports stretch more easily through a variety of tapes for customized support levels; excellent for after injury or to aid in prevention; highest level of comfort and mobility; includes athletic and kinesiology tapes; most feature Microban™ antimicrobial protection. These orthopedic products join the Performance Series family of products that includes rugged bandages with fea- tures designed for people that work and play hard. Bandages are made for movement in sizes like extra-long CURAD (Cont'd. from p. 4) strips, and special shapes for knees and elbows. Features include: extreme hold adhesive; antibacterial pad helps pre- vent infection; three times more absorbent than most other leading brands; and extra strength fabric in cool colors. Whether you are playing through the pain or recovering for the next game, Performance Series supports, wraps, ath- letic tapes and bandages can provide the perfect level of rugged protection, com- fort and support. They're part of the CURAD and Medline commitment to delivering advanced products backed by clinical expertise and extensive knowl- edge of the healthcare industry. For more information, visit booth #699, go to www.curad.com, www.facebook .com/curadbrand or www.twitter.com/ curad (@Curad). These timely investments in R&D and infrastructure will ensure that Camber maintains a robust pipeline and reliable supply of products to meet the needs of customers and patients alike for years to come. Camber's commitment to the con- sumer is to bring the highest quality Camber Pharmaceuticals (Cont'd. from p. 4) generic pharmaceuticals to the market to improve quality of life through cost- effective medications. Visit Camber Pharmaceuticals at booth #638. For more information, contact Megan Becker at 732.529.0436 or by email at mbecker@camberpharma.com, go to www.camberpharma.com or call 732.529.0430. capabilities and the value associated with it. They realized that by pairing both companies together, we could really build something special. CDD: How will the acquisition increase Rising's product portfolio? VK: We are nearly doubling the number of products that we are offering. The new company is increasing the number of commercialized products from 70 to 117 and the number of approved products from eight to 39. Of those 39 approved products, we are expecting a majority of them to launch by the end of calendar 2017. By combining our global partner- ship network, we will be able to offer customers more products across a wider range of indications and dosage forms. CDD: Can you provide a roadmap to where Rising is looking to grow over the next five years? VK: Rising's focus will still be on high value, high-barrier-to-entry products as well as niche products. For us, it is all about strategic product selection and being quick to the market. With our expanded Rising Pharmaceuticals (Cont'd. from p. 1) product portfolio, new partnerships and a strong and expanded pipeline, Rising's future is brighter than ever. By working more closely with ACETO, Rising's parent company and global API distributor, we will be able to better leverage their API expertise and relationships to have more control of our supply chain from start to finish. We will not only be able to service our customers' supply needs better, we will also be more competitive in the market. CDD: How will your leadership and experience impact the new organization? VK: I will bring the same culture of suc- cess that I have implemented at all of the enterprises that I have been associated with. The value chain for generics is all about picking the right products that are high in value, aligning with strong and reli- able manufacturing partners and imple- menting our strategic vision. Our focus on high value, high barrier to entry markets and our commitment to providing a steady and competitive supply stream is what really sets us apart from our competition. For more information, visit booth #114, go to www.risingpharma.com, call 201.961.9000 or email info@rising pharma.com.