HEALTH

PediaCare Shopper’s Guide simplifies cough-cold purchases

BY Michael Johnsen

MOUNT KISCO, N.Y. — Prestige Brands introduced an iPhone application in support of its PediaCare line — the PediaCare Shopper’s Guide.

It’s an application that will help parents navigate the pediatric cough-cold aisle when they’re physically shopping the shelf, and help to alleviate two parental concerns around kids’ cough-cold remedies that have garnered media attention of late — accurate dosing and the spate of product recalls.

“We saw an opportunity to not only highlight the expanded line of PediaCare products in a new and compelling way, but also help resolve some of the distress parents may be feeling when they try to navigate the children’s medicine aisle,” stated Robin Russo, president of Robin Leedy & Associates, the firm that created the app and specializes in public relations and social media campaigns. “They can get the answer they need from the PediaCare Shopper’s Guide iPhone app right there while they’re standing at the shelf.”

The new PediaCare iPhone app coincides with the launch of PediaCare’s new safe and effective cold-flu-fever medicines — with and without acetaminophen — that match the formulations of the recent recall of children’s Tylenol products.

Robin Leedy & Associates partnered with Thinklabs Interactive to create the iPhone app, which is available for free download in the Apple iTunes App Store.

The app includes information that will help parents of children ages 1 year to 11 years to select which over-the-counter PediaCare product best addresses the symptoms their child is experiencing, help parents understand which products require a dosage recommendation from a pediatrician based on age restrictions and provide a link to the PediaCare website for full product descriptions, including dosage directions.

A modified version of the PediaCare Shopper’s Guide also is offered at the newly redesigned PediaCare website, PediaCare.com. As part of the iPhone application launch, Robin Leedy & Associates has made a video demonstration of the iPhone app available for viewing in the PediaCare YouTube channel.

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Lansinoh names new COO

BY Michael Johnsen

ALEXANDRIA, Va. — Lansinoh Labs on Thursday named Richard Thome as its COO. He will report to Diane Manwaring, Lansinoh North America president.

“Recognizing the need for Lansinoh to expand its operations expertise in the areas of consumer packaged goods, over-the-counter and medical device manufacturing, we are excited to welcome a team member with [Thome’s] caliber of talent and experience,” stated Kevin Vyse Peacock, CEO of Lansinoh Labs.

Prior to Lansinoh, Thome served as VP operations for Orange Glo International, SVP operations for Prestige Brands, and EVP and general manager for the Pall Corp.

Thome earned an MBA in finance from National University, a bachelor’s degree in chemistry from the University of Florida and studied chemical engineering at the University of South Alabama.

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ECRM launches Promotional Reflections reports

BY Michael Johnsen

CLEVELAND — ECRM on Thursday announced the launch of a series of reports and a new blog on retail circular ads. The new resources provide a unique perspective on retail promotions from Walmart, Kroger, Walgreens, Safeway, Best Buy, OfficeMax, Aldi and 160 additional retailers in the United States and Canada.

Using ECRM’s trade promotion expertise, these reports and blog entries will enable retailers and suppliers to manage more effective trade spending, ECRM stated.

Promotional Reflections reports examine holiday promotions, key product categories and retail channels. Using data from ECRM’s Ad Comparisons database, data is analyzed to offer unique insights into how retailers advertise brands. The reports include trends, key findings, share of ads, creative strategies, top categories promoted and retail circular comparisons, among other data.

Recently released reports include "Halloween," "Thanksgiving," "Black Friday" and "Perishable Foods." ECRM plans to release reports on topics relating to holiday shopping, pet supplies, health and beauty, Super Bowl, back-to-school and more throughout 2011.

The Promotional Reflections reports can be found at PromotionalReflections.com.

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