HEALTH

Men’s health watch: Q&A with Ansell’s Carol Carrozza

BY Michael Johnsen

Skyn Condoms, a brand of Ansell Healthcare, is partnering with the Movember Foundation this month with a special “Movember Edition box.” Drug Store News spoke with Carol Carrozza, Ansell VP sales and marketing at TSE. Here’s what she had to say.

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DSN: What are you doing this November through cause marketing?

Carol Carrozza: Our target market are the millennials ages 18 to 30 years for the Lifestyles brand and Skyn brand of condoms. So this year we're jumping on the campaign for Movember. That's where men grow mustaches and beards, as a way to create awareness around men's health issues. What better cause is there, especially for condoms and sexual wellness products. So for every box of Skyn original, that's our polyisoperene condom, that is sold in any channel in the United States during the month of November, Ansell will be donating 50 cents per box sold during that time to the Movember Foundation, which will continue to promote awareness around men's health issues.

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HEALTH

Family planning grows as births rise

BY Michael Johnsen

Birth rates are on the rise, according to the latest report from the Centers for Disease Control and Prevention. The number of births increased by 1% to 4 million, marking the first increase in the number of births since 2007. The general fertility rate per 1,000 women between the ages of 15 and 44 years in the United States also increased slightly by 1% in 2014, from 62.5 births to 62.9 births.

That’s good news for sellers of family planning test kits — overall sales of both pregnancy and ovulation test kits were up 2.2% to $364.8 million across total U.S. multi-outlets for the 52 weeks ended Sept. 6, according to IRI.

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The number of births for women in their late 30s was most pronounced, up 5%, continuing a trend that many families are choosing to have children later in life. The preliminary birth rate for women ages 30 to 34 years in 2014 was 100.8 births per 1,000 women, up 3% from the rate in 2013. The preliminary birth rate for women ages 40 to 44 years in 2014 was 10.6 births per 1,000 women, up 2% from 2013. Since 1982, the rate for women in their early 40s has generally risen.

Many of the new product launches focus on women who are planning to conceive. Last year, Prestige Brands’ family planning diagnostics brand e.p.t launched its Preconception Health Test, which measures vaginal acidity and indicates the presence of infections, so women can visit their doctor and seek treatment before trying to conceive.

And earlier this year, Church and Dwight launched its First Response Test and Confirm Ovulation Test, a combination kit that helps women who are trying to conceive track their ovulation with two different ways to detect and confirm their most fertile days. This kit includes 10 Daily Ovulation Tests and one Digital Ovulation Test, which features unmistakable YES+/NO- results.

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J&J, Wakefern program takes new approach

BY Michael Johnsen

A new, dynamic diabetes-centric set co-created by Johnson & Johnson and Wakefern has the potential to generate $1,000 in incremental dollars for every new diabetes customer captured by Wakerfern’s ShopRite stores, the companies revealed recently at the GMDC Health Beauty Wellness 2015 conference in Phoenix. And that growing niche consumer base represents a market basket five times larger than their nondiabetic peers.

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That’s real opportunity that goes well beyond the simple blocking and tackling of slotting inches into a planogram and clearing turn hurdles. “We used to think very different,” noted Chris Skyers, VP health and beauty care at Wakefern Food. “We looked at the portfolio, we had 700 items and we went year to year [determining] how to recycle events,” he said.

And the opportunity is in creating a bridge between those 700 items and the pharmacist.

“As we start to look at all these [health] trends and what they’re doing, and how it’s pushing people into new spaces, that’s where we all have a new opportunity to start to deliver differently,” added Chris Jobes, director of health and wellness at J&J. “Enter the era that’s being called the ‘consumerism of health care.’ So many changes are happening, we’re thinking about it differently.”

There’s a lot of benefit linking the pharmacist to the front end, Jobes said. “[As many as] 29% of people who engage with an in-store professional add an OTC to their basket. That’s step one,” he said. “But it also translates to the entire store — 59% have an incremental item in the basket.”

There are 29.1 million people with diabetes, and it’s a niche that’s growing fast. Currently, at least 1-out-of-3 people will develop diabetes in their lifetime. The cost associated with managing diabetes represents 7% of total U.S. healthcare costs, with $176 billion in direct costs.

“This work is helping us increase adherence, improve conversion, expand the market basket and set the stage for that engagement. Huge opportunity,” Jobes said.

“The healthcare landscape is drastically changing, with skyrocketing costs, and all of us have a great opportunity to drive the market differently, to change patient behavior for better health-and-wellness choices,” Jobes added. “The consumer patient is helping swing the pendulum. We can help them change behavior, change mentality and stimulate a better healthcare culture.”

“We must look at this new era holistically, in an environment that puts the patient and consumer first,” Skyers said. “We must find better ways to take care of our communities and rethink how retailers and wholesalers work in this new culture, and we must pull healthcare providers further into the loop.”

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