Perrigo works to educate on kids’ dosing changes
ALLEGAN, Mich. — Perrigo this summer developed a healthcare professional outreach strategy, educating pediatricians, for example, around the company’s new infants’ and children’s acetaminophen dosing and packaging changes. It’s the kind of outreach that’s more often associated with an OTC manufacturer supporting a branded product, not the store-brand medicines that Perrigo produces.
At the beginning of August, Perrigo kicked off its mailing/emailing campaign around the changes in OTC pediatric acetaminophen products with broad distribution (55,000 of the 65,000 registered pediatricians, for example) and directed them to a dedicated website: InfantDose.com.
“[The] very-clear findings in our research [found that physicians] don’t fully understand the quality value options by way of store-brand products, … but they’re very eager to learn,” Ron Schutt, Perrigo VP global marketing, told Drug Store News. “Affordability is becoming more and more part of the dialog between patients and physicians,” he added, noting that the term “physicians” includes nurse educators, nurse practitioners and physician assistants.
This is an entirely new effort for Perrigo, Schutt said, but one that is expected to become a key point-of-differentiation as more complex prescriptions begin making their way over to the OTC space in the coming years.
Moms reach for safety, efficacy in cough-cold
As reported in March, the safety and efficacy debate sparked by the spate of recent recalls across kids’ cough-cold offerings has created a purchase paradigm where moms are reaching for any safer-yet-still-works products that they can get their hands on. And many times that means a homeopathic option.
Hyland’s in August introduced an entire line of products that fall under a new Hyland’s Baby brand that appeals directly to those concerned moms. All told, eight products fall under that new branding, including the company’s recently relaunched Hyland’s Baby Teething Tablets and the new Hyland’s Baby Cough Syrup.
Hitting the nail on the feet
WHIPPANY, N.J. — An estimated 30 million Americans suffer from unsightly nail appearance — a market currently underserved by nonprescription products. Alterna is looking to dress up that foot care need with its launch of Kerasal Nail Fungal Nail Renewal Treatment.
Kerasal Nail’s unique nail-penetrating formula — a unique point of differentiation for the U.S. market — already is the No. 1 seller in various European countries where it launched last year, Alterna reported. The launch potentially will breathe new life into the almost $340 million antifungal category in mass, which currently is trending down in the low-single digits.