HEALTH

Field Agent offers up key allergy insights in latest survey

BY Michael Johnsen

FAYETTEVILLE, Ark. – More than four in five consumers are planning on turning to the allergy aisle for relief of congestion or sneezing due to their allergies this year, but only one in four will have been influenced by a commercial in making their selection, according to the most recent Field Agent study, which recently surveyed more than 500 homeowners across five different U.s. regions on their allergy-related purchases. 
 
The survey, which was part of a broader look at lawn and garden purchasing, offered several allergy options for consumers to choose from: antihistamines, decongestants, eye drops, natural remedies, pain relievers, sore throat/cough medications and even air purifiers/humidifiers. When asked which, if any, they purchased or planned to purchase for the 2015 allergy season, across the country, regardless of region, households showed strong purchase behaviors or intentions toward allergy preventions and treatments.   
 
Antihistamines (e.g., Allegra, Claritin) easily topped decongestants, pain relievers, eye drops and sore throat/cough treatments as the most prevalent allergy prevention/treatment across the country. As many as 63% of respondents reported buying at least one antihistamine this year. Decongestants (44%) and pain relievers (42%) took second and third place, respectively. Consumers in the Northeast, Southeast, Midwest and Southwest displayed similar antihistamine usage levels, while Westerners said they purchased or plan to purchase antihistamines somewhat below the national average.  
 
In fact, Westerners in Field Agent's sample purchased noticeably less medicine to combat allergies. For three categories, antihistamines (86% of the national average), decongestants (70%) and pain relievers (89%), consumers in the western United States report usage rates somewhat below other parts of the country. Compare this to Northwesterners, who purchase decongestants (e.g., Mucinex) at 128% and pain relievers (e.g., Tylenol) at 111% of the national average.
 
However, only 24% of respondents said they have purchased at least one allergy medication over another as the direct result of an advertisement. "Of course, consumers don’t always know when they’ve been influenced by an ad," Chris Medenwald, an assistant professor of marketing and management and a current member of Field Agent’s inbound marketing team, noted in a blog on the results.  "Advertising may work unconsciously — persuading someone to buy, or simply raising brand awareness, without their conscious attention. But for this study, 24% reported knowledge of a time they were influenced by an advertisement to purchase one allergy medication over another," he said. "And because some respondents were conscious of advertising’s influence on their allergy purchases, we asked these to tell us exactly why a specific advertisement had prompted their selection of one medication over another." 
 
According to Medenwald, some mentioned they were convinced by the situations portrayed in the advertisement. By way of example, a 50-year-old woman from Snellville, Georgia said, "The commercial showed situations that directly affect my life." Meanwhile, a 61-year-old woman from Austin, Texas commented on the sheer volume of advertisements run by a particular brand. She said, "I found the…commercials influential because they are so ubiquitous." While another, a 46-year-old female from Southhaven, Mississippi, suggested timing is everything. "It came on at a time when we needed to buy this type of medication so the brand name stuck with me," she said. 
 
"As you can see, the reasons why allergy medication advertisements may work — in the most direct, conscious way — vary from one consumer to another. But, for our sample, they do seem to work, for a good portion of consumers any way," Medenwald said. 
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ClickGOBite launches anti-itch device

BY Michael Johnsen

LA SALLE, Colo. – ClickGOBite on Wednesday released its ClickGOBite anti-itch device. According to the company, tiny quartz crystals in the patented device are activated when the button on the top of the device is clicked, creating a static charge that inactivates the antihistamine response abody has to a bug bite.
 
"Bites and stings can be easily treated at home by using ClickGOBite. It is the only FDA-approved medical device of its kind available in the United States," stated Caryn Sticher, co-founder of ClickGOBite.
 
The company is currently selling the device on its website for $12.99. 
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Mylan will not make profit forecasts while considering Perrigo acquisition

BY Michael Johnsen

HERTFORDSHIRE, England – Mylan on Monday announced that it was asked by the Irish Takeover Panel to issue a clarification and retraction in accordance with the Irish Takeover Rules, relating to its firm intention to make an offer to acquire Perrigo. 
 
The clarification and retraction relates to certain forward-looking statements made by Mylan specifically during the "offer period" concerning its long-stated target since 2012 of at least $6 in adjusted diluted earnings per share by 2018, included recently in Mylan's first quarter earnings press release of May 5, 2015. 
 
Subsequent to the May 5 earnings release, Perrigo submitted a complaint to the Irish Takeover Panel alleging that the reference to Mylan's long-term target should be treated as a forward-looking profit forecast statement for purposes of the Takeover Rules, and therefore must comply with the terms of the Takeover Rules.
 
"Although Mylan's longstanding adjusted diluted EPS goal has been a well stated long-term target, and not a forecast of Mylan, at least during the offer period as it pertains to the Perrigo transaction, Mylan will no longer refer to that 2018 target or any other forward looking statements beyond 2015 that could constitute profit forecasts under the [Takeover] Rules," Mylan stated. "Mylan fully intends to continue to comply with all requirements of the Takeover Rules and asks that investors be mindful of these rules and therefore patient and respectful of these requirements during the pendency of the offer period."
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