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Lansinoh takes first steps in social media with mommy blog site

BY Michael Johnsen

ALEXANDRIA, Va. ByMomsForMoms.net.—Lansinoh, a company known for its baby care items, particularly its Lanolin nipple ointment for breast-feeding moms, jumped into the social media space in March, creating a blog destination for mommy bloggers at

The site is designed to introduce new moms or soon-to-be moms to the issues around breast-feeding—but rather than inducing trial, the whole impetus behind the site is to engage “brand fanatics,” Jennifer Moyer, VP marketing for Lansinoh, told Drug Store News. “It’s the generation Y/millennial group who are very engaged online,” she said. “The first thing that people do when they find out they’re pregnant is they go online and they start learning about [pregnancy].”

Included on the site is a regularly updated blog, where Lansinoh announces company projects and highlights some of the issues surrounding breast-feeding, such as breast-feeding-friendly retailers. Along the side of the site, there are a list of links appropriate to breast-feeding and a newswire showcasing relative articles of the day.

And while the site is sponsored by Lansinoh, and much of the content is provided by Lansinoh, ByMomsForMoms lives up to its implication—a blog site where moms can vent, share, criticize, commend or write just about anything involving the new-mom experience. “Where it gets challenging for a marketer, for a brand or a retailer—anyone who wants to reach out in a commercial way—is you have to have the trust of these moms,” Moyer said.

That can be a pretty eye-opening experience, she continued, because Lansinoh doesn’t necessarily control the message. Indeed, to control the message outside of eliminating inappropriate or vulgar posts is to risk jeopardizing the company’s credibility. “[But] you can build some tremendous brand loyalty if you approach this in the right way,” Moyer concluded.

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Hy-Vee names new president

BY Alaric DeArment

WEST DES MOINES, Iowa A 28-year employee of Hy-Vee has become its new president, according to published reports.

The company appointed Randall Edeker as president of the supermarket chain Thursday at the company’s annual meeting, succeeding Ric Jurgens, who had served as president since 2001 and will maintain his position as chairman and CEO.

Edeker had previously served as EVP and COO.

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Tricare expands vaccination coverage to pharmacies, clinics

BY DSN STAFF

NEW YORK Convenience and value. That’s what community pharmacy and their retail clinic partners deliver to their patients. And that’s what the Department of Defense is counting on in covering immunizations at local pharmacies and identifying convenient care clinics as network providers — two separate pieces of news issued within the past month that really underscore the importance of pharmacies and retail clinics in the delivery of health care today.

Prior to these announcements, military personnel interested in getting their flu shots had to schedule an appointment with their doctor, as Tricare only covered the cost of shots delivered in a doctor’s office.

“As a convenient and accessible healthcare provider, pharmacy is uniquely positioned to offer services for patients, such as vaccinations,” stated Steve Anderson, president and CEO for the National Association of Chain Drug Stores. Anderson noted that as of earlier this year, pharmacists have the ability to immunize patients in all 50 states. “[This] presents an important opportunity for pharmacists to counsel patients during their visit, and an additional healthcare provider from which to obtain these vaccinations.”

It’s also quite a bit of opportunity for pharmacy — Tricare provides healthcare coverage for 9.5 million eligible beneficiaries. Those beneficiaries pick up almost 2.3 million prescriptions every week, and 1.2 million of those at retail pharmacies, according to Tricare .

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