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Chain Drugstore Daily 2 9 Sunday, April 22, 2018 create a snapshot into the areas where OTC brands might benefit from increased HCP – and patient – communi- cation, according to Alyson O'Mahoney, President of RLA Collective. The recently-conducted survey con- firms some expectations while revealing some OTC marketing opportunities. Expectations included OB/GYNs reporting higher incidence of feminine itch and yeast OTC recommendations (75 percent), and primary care physi- cians recommending cold/flu products (82 percent). Surprisingly, however, OB/GYN was also the mostly likely of the four HCP groups to recommend vita- mins (83 percent) – more than primary care doctors (61 percent). OB/GYNs were also second to gastroenterologists in recommending heartburn products (44 percent and 63 percent, respective- ly), surpassing primary care physicians (32 percent). Interesting as well was that more than two out of 10 pediatricians (22 percent) recommend sexual health products, considerably more than the 6 percent of primary care physicians who do so. The RLA Collective/Brandperx sur- vey also asked HCPs their key reasons for recommending OTCs. Most com- monly cited were side effects, active ingredients and cost, as was having sam- ples, coupons and informational material in the office. Familiarity with and trust in the brand was also important to a large RLA Collective (Cont'd. from p. 1) group of respondents. Other key findings include: 59 per- cent of OB/GYNs report that they are more likely to recommend OTC prod- ucts when they have coupons available. 56 percent of OB/GYNs report that having product samples in their office influences their recommendation habits. Of the medical professionals surveyed, gastroenterologists were most likely to recommend a brand by name (vs. ingredient) so the patient can easily identify the product at store/shelf. Primary care physicians were least likely to recommend a brand by name, but rather by the brands they have coupons for. Seventy-nine percent of pediatricians report that having printed informational materials about an OTC brand is helpful when making a recommendation. RLA Collective specializes in the marketing of OTC, supplement and per- sonal care brands, from new product launches to reviving and supporting her- itage brands. From strategy to execution, RLA Collective helps build client brands through deep category expertise, person- al attention and the use of integrated techniques – from digital to traditional – to achieve measurable sales goals at brick-and-mortar retail and e-commerce. For the complete survey results by spe- cialty and OTC category, contact Ashley Hughes at ahughes@rlacollective.com. For more information, go to www .rlacollective.com. API production into the development of finished dosage forms, and today we enjoy one of the highest rates of vertical integration, incorporating in-house API in more than 90 percent of our finished oral solid products. We also employ robust research and development and regulatory teams. As a result, we have one of the most extensive product port- folios in the in the generic industry with over 150 product families, spanning a wide range of therapeutic categories. To continue supporting those efforts, we recently opened a 40,000 square foot, state-of-the art research and develop- ment facility to focus on developing specialty pharmaceuticals, alternate delivery systems and other high barrier, high complexity products. This is sup- ported by an extensive industrial scale manufacturing infrastructure. Located both domestically and overseas, it includes multiple finished dose and API facilities, with products qualified across multiple sites for risk mitigation pur- poses, and serving over 125 countries globally. Likewise, Aurobindo is heavily invested in the distribution link of our global supply chain. We recently opened the doors to a brand new state- of-the-art warehouse and distribution center. This new facility is comprised of 567,000 square feet of warehousing and multiuse space, and utilizes Automated Storage and Retrieval System (ASRS) warehousing frame- work and technology. The ASRS is an ultra-high-density storage system, enabling system driven inventory man- agement from production to shipment. It allows for capacity of up to 40,000 Aurobindo (Cont'd. from p. 1) pallets, enabling increased service lev- els, strategic inventory builds and faster and more efficient order fulfill- ment for our customers. This front-to-back fully integrated AuroControl philosophy and approach to our business makes us exceptionally agile in our ability to respond to changes in the market. This allows us to repriori- tize and adjust for the ever increasing scale and more complex needs of our customers. AuroControl enables us to be uniquely and strategically positioned to continually grow, expand operations and deliver unsurpassed stability, quality and value to our customers. CDD: What else is on the horizon for Aurobindo Pharma in the future? PM: Aurobindo continues to evolve and there is never a dull moment in terms of the ventures to which we embark. We have expanded into sterile manufacturing for injectables, ophthalmics, inhalations and transdermals, to name a few newer areas. Through AuroMedics, our injectable business, Aurobindo has com- mercialized several complex injectables, and has plans for depot injections, microspheres and nanotechnology based products. Additionally, AuroHealth, our OTC business, is now established and focused on delivering national brand equivalent products for the front of store. We are always looking ahead, growing organically and inorganically where nec- essary, and exerting AuroControl along the way. For more information, contact your account manager, visit www.aurobindo usa.com, call 866.850.2876 or visit table #444. strategic vision for the company and opti- mising the company's long-term potential. "I am very pleased that Siggi is join- ing Hikma," said Robert Pickering, Hikma's Senior Independent NonExecutive Director. "This is a pivotal time for Hikma as we embark on our next chapter. The Board and I are confident that Siggi and Said, working together, will significantly enhance our ability to execute our strategy and deliver long- term sustainable growth." Olafsson has significant internation- al experience in the pharmaceutical industry. He was most recently President and Chief Executive Officer of the Hikma Pharmaceuticals (Cont'd. from p. 4) Global Generic Medicines Group of Teva Pharmaceuticals, a position he held from 2014 to 2016. He currently serves as a member of the board of directors for Elucida Oncology and Pfenex Inc. Hikma Pharmaceuticals PLC is a pharmaceutical group focused on devel- oping, manufacturing and marketing a broad range of both branded and non- branded generic and in-licensed prod- ucts. Hikma's operations are conducted through three businesses: 'Branded,' 'Injectables' and 'Generics' based prima- rily in the Middle East and North Africa (MENA), the United States and Europe. For more information, visit booth #634 or go to www.hikma.com. generic product families and expand the combined company's pipeline to more than 280 products filed or in develop- ment. Of those products filed with the FDA and in development, nearly 50 per- cent represent high value (e.g. First to File, First to Market, limited competi- tion) opportunities. The combined company's competen- cies will span the full dosage-form spec- trum, from IR/ER oral solids, injectables, liquids and nasal sprays, to respiratory, ophthalmic, transdermal and topical delivery. Already equipped with capabil- ities to commercialize virtually all dosage forms, as well as the most com- plex products, Amneal is well poised to achieve its goal of becoming a Top-3 U.S. player. The combination will also establish Amneal (Cont'd. from p. 4) Amneal in Specialty Pharma with the addition of four Impax marketed brands in central nervous system disorders and parasitic infections. Furthermore, Amneal has two biosimilar products (fil- grastim and pegfilgrastim) in various stages of development as it continues to boldly diversify its portfolio. "We've invested in a high-barrier, complex portfolio so we can continue providing products that are relevant and of high-value to customers," explains Amneal President and Chief Executive Officer, Rob Stewart. "No matter where we place our focus, we want to make sure we are the best at those things and that we are investing in the right portfolio." For more information, go to www.amneal.com, call 866.525.7270, email sales@amneal.com or visit table #202. Creating Loyal Customers with Midax By Don Pietras, President, 1 Stop Fuel and Convenience Stores Loyalty. What exactly does that mean? Just more profit or creating value in a customer's mind by being more in touch with their shopping patterns and provid- ing products and services they demand in their busy lives. Loyal customers spend more per visit and visit more often. We strive to give our customers a better buying expe- rience. In today's world, I firmly believe that customers now expect some type of loyalty program. We feel that the partner- ship we have developed with Midax gives us a world class program tailored to our customer base. Free gas still seems to be the best motivator in the customer's mind, and Midax allows us to target out- side at the pump as well as inside for tar- geted promotions. We offer every customer a truly flex- ible payment card that combines pay- ment functionality using Midax ACH as well as the sophistication of our loyalty program. We have fleet capability and are constantly in touch with customers through targeted emailing and recognition through cus- tomer specific rewards. We work very hard to keep our program relevant. It's important to stay fresh and constantly remind your loyal customers of the bene- fits of the program. Midax offers the flex- ibility and creativity to help achieve our goals and assists us with creating relevant promotions that keep the program fresh and exciting for our customer base. With advances in mobile technology, we see this becoming more important in the future and are working actively with Midax to give customers the benefits that are presented. Our partnership is now six years strong and we feel Midax keeps us at the forefront of technol- ogy in the fuel and c-store industry. DMJ One Stop Operates 11 fuel and convenience stores throughout Michigan, with offices in Davison, Michigan. Midax provides payment, fuel, loyalty and managed services. For more information, go to www.midax.com or call 757.620.4168.