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Chain Drugstore Daily 2 7 Sunday, August 20, 2017 RISING RAISES THE BAR Upon completing its acquisition of the Citron Pharma product line, Rising Pharmaceuticals completes its first step in ushering in a new era. Already an industry leader in mar- keting and distributing of niche generic pharmaceutical products, Rising nearly doubles its product portfolio by adding significant value in 47 commercialized generic drugs and 31 approved and yet- to-be launched products as well as 33 pipeline products, 29 of which Rising will own the ANDA rights to. This sub- stantially improves its current product portfolio and equips the new Rising with additional tools to grow in the future. Citron's affiliate, Lucid Pharma, was also a key part of the product acquisition as a generic pharmaceutical distributor specializing in providing cost-effective products to various agencies of the U.S. Federal government. Lucid has a cus- tomer base that includes the Veterans Administration and the Defense Logistics Agency, and has been awarded 21 contracts with the Federal govern- ment. With this product acquisition, Rising adds to its already robust global network of development and manufacturing part- ners. This enhances its size and stature within the industry. Fully integrating Citron's manufacturing network capabil- ities will enable Rising to create a value chain that drives profitability and extends affordability to its customers. Rising is also bringing on the Founder of Citron, Vimal Kavuru, to bring the same vision and management skills to Rising that he used to make Citron one of the fastest growing U.S. generic pharmaceutical companies. With his expertise in strategic planning, prod- uct and business development, and tacti- cal operations, Kavuru assumes a leader- ship role at Rising Pharmaceuticals. His proven history of creat- ing and expanding busi- nesses across various facets of the phar- maceutical industry gives him invaluable experience and insight into the market- place, providing insight to better meet customer needs. With its asset light busi- ness model, a focus on high barrier to entry and niche products, Rising's new leadership will take the company to greater heights moving forward. For more information, visit booth #1401, go to www.risingpharma.com, call 201.961.9000 or email info@rising pharma.com. SURVEY OF PREGNANT AND NEW MOMS OFFERS TREASURE TROVE OF INFORMATION Having a baby is a unique experience for most women, affecting nearly everything they do. According to a new survey titled, "Mom-Shop Report – A National Survey of New Moms' Shopping Behavior," no rock is left unturned as to how new and soon-to-be moms seek information on health and wellness products, their use of social media, expectations of parenthood, what they want from their HCPs and more. The body of information, present- ed in four downloadable reports, looks at what makes this phase of life special, and offers insight into new moms' entry into parenthood and how they make purchase decisions. Focusing primarily on personal care, OTC and supplements, the survey, devel- oped and conducted by health and well- ness marketing agency RLA Collective, Persuadable Research and Mommy MD Guides, looked at 1,050 women random- ly drawn from a national sample of first- and second-time pregnant and first-time moms with children from birth through 36 months. "We encourage marketers to take a careful look at this new data as some of the results opened our eyes to key insights we might have not realized before," said Robin Russo, President and Partner of RLA Collective. "One of the more interesting findings, for example, suggests that brands should consider tar- geting baby boomer grandmothers who are among the biggest influencers for new moms." Several of the survey's key findings include: Grandma tops Dr. Google: Even with easy access to information, millen- nial moms are turning to their own moms as the very first source when gathering baby care information. The reliance is stronger among Caucasians (33 percent) and Hispanics (27 percent), while one-in- three African Americans are more likely to call their healthcare professional first; Asian Americans rely on online search and parenting websites. Ask a friend: When researching OTCs, advice from friends and family tops the list (86 percent), followed by HCPs (84 percent) and online search engine (75 percent). New moms tend to be more mobile friendly when it comes to how they gather online information, with more than half utilizing mobile devices over laptops or home computers. Doctor knows best: When it comes to OTC purchases, HCP recommenda- tions are favored over those given by a pharmacist or information on packaging (94 percent versus 85 percent). More than three quarters (77 percent) say a "doctor recommended" seal is important when purchasing OTC's. Second time is a charm: Second- time pregnant moms research OTCs more than first-time pregnant (42 percent versus 23 percent). Overall, more than a third to nearly two-thirds of pregnant women research health and wellness products for themselves and baby. Good news for retailers: While mobile is used by more than half of new moms to research, more than 60 percent of new moms are buying OTCs from brick and mortar mass merchandisers, local chain drug or grocery stores; 32 percent are purchasing online from retail- ers, such as Amazon.com or online drug stores. About RLA Collective Celebrating more than three decades in communications, RLA Collective (previously Robin Leedy & Associates/RLA) is laser- focused on the consumer marketing of self-medicat- ing drug store/mass mar- ket, health and wellness brands. From strat- egy to execution, RLA helps build client brands through deep category expertise, personal attention and the use of integrated techniques to achieve measurable goals. About Persuadable Research Persuadable Research provides action- able category, brand and consumer insights to help OTC and CPG brand marketers make more informed and con- fident decisions. Studies include category insights and need-gaps, product develop- ment, concept testing, brand tracking and fast-turn, ad-hoc insights. About Mommy MD Guides Mommy MD Guides publishes some 150-plus parenting/health guides written by physicians who are also moms. The books are filled with tips that these doc- tors use with their own families. Download all four reports at www .rlacollective.com. For more informa- tion, contact Robin Russo at rrusso@ rlacollective.com.