HEALTH

Integrity Health targets 30-something women with Canadian diet aid

BY Michael Johnsen

ATLANTA — Integrity Health Products is bringing a line of diet aids from Canada, specifically targeting women between the ages of 30 and 50 years, to the U.S. market.

"Most [diet aids] appeal to a younger woman, one who still buys into the ‘magic pill’ philosophy," the company stated. "We are speaking to the woman who’s ‘been there, done that’ and expects more."

According to executives attending the ECRM Vitamin, Diet & Sports Nutrition EPPS conference here last week, Integrity is kicking off its U.S. launch strategy with a strong social media element (i.e., Facebook), traditional print and television placements, and retailer-specific inserts.

 


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M.MILTON says:
Jul-20-2013 02:47 am

They have made a very successful and productive health integrity products. They have a very talented staff that handles the paper discovery at the same time. Endorsing these products through Facebook is a big plus for them.

L.ANDALES says:
Apr-11-2013 11:07 pm

It's time for them to have some improvement to their helse produkter specially for women. Using Facebook as their social media platform is a good idea since it can target a huge audience.

M.BROCCOLO says:
Jan-27-2012 10:46 am

It's about time a company began developing real formulas for women that are practical and effective. Thank you Integrity Health Products

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Diabetes supplies segment preps for competitive bidding

BY Michael Johnsen

Independent pharmacies with a significant business in diabetes supplies will be facing their next big challenge to that business in January 2013 when competitive bidding of durable medical equipment goes into effect for mail order, Chris Smith, director of policy and regulatory affairs for the National Association of Community Pharmacists, told Drug Store News.

“Basically what that means is if our members do home delivery, they won’t be able to do it at that point because it will be considered mail order. And if it’s considered mail order, it has to go through the competitive bidding program,” he said. For independents, that can mean the loss of a key point of differentiation versus their national competitors who don’t offer that kind of personalized service.

The competitive bidding process for retail pharmacy, through which a pharmacy would either have to competitively bid or be bound by the lowest competitive bid, doesn’t go into effect until 2016, however. “If that happens, our members will probably just drop out of selling this product,” Smith said.

NCPA is continuing to make a legislative push in 2012 to exclude diabetes-testing supplies from the DME competitive bidding process, even though in an election year, bipartisan politicking will weigh heavily on the success of any bill. 

 

 

The article above is part of the DSN Category Review Series. For the complete DME/Diabetes Buy-In Report, including extensive charts, data and more analysis, click here.

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Suppliers see opportunity in ‘light’ DME business

BY Michael Johnsen

There is significant opportunity within what some suppliers are calling “light DME” — those daily living aids essential to people who need durable medical equipment solutions. And while the standard definition of DME drums up images of motorized wheelchairs or incliner/recliner sofas, those big-ticket items supplemented by Medicare do not necessarily represent the best opportunity for mass retailers. It’s the smaller items — canes, extended-handle instruments and bathroom safety — that are more often the cash items that represent the opportunity.

“We still see an absolutely huge gap,” said Matt McElduff, president of Carex Health Brands. Currently, food, drug and mass pharmacy outlets are capturing approximately one-third of that market, McElduff noted. “As the Medicare pressures continue [and] with competitive bidding going into round two, it’s going to emphasize the need for retail,” he continued. “Assuming this round two [of competitive bidding] goes as planned, there will be [fewer] outlets available for the general consumer to find or buy these products.”

According to Carex figures, the total universe of what they call “light DME” represents $806 million, with food, drug and mass capturing $266 million. Like a diabetes patient with the multitude of prescriptions they fill, the DME patient represents a strong pharmacy book of business, so making a significant linear-foot merchandising commitment could help establish that section as a destination center for future DME-patients.

 

 

The article above is part of the DSN Category Review Series. For the complete DME/Diabetes Buy-In Report, including extensive charts, data and more analysis, click here.

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