HEALTH

Reports: GSK among companies looking to acquire Brazil’s fourth-largest drug firm

BY Alaric DeArment

NEW YORK — GlaxoSmithKline may be looking to buy a Brazilian drug maker for up to $4 billion, according to published reports.

Reuters, citing unnamed sources, said GSK was one of several drug companies looking to buy Ache Laboratorios Farmaceuticos for $3 billion to $4 billion. Other companies looking to buy the drug maker included Novartis, Pfizer and Abbott Labs.

Reuters noted that the company was attractive to drug makers looking to expand their footprints in Latin America and that it was a major producer of prescription and OTC medications.


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Schiff Nutrition launches Valentine’s Day marketing campaign behind MegaRed

BY Michael Johnsen

NEW YORK — Schiff Nutrition Group and M&C Saatchi NY on Tuesday launched a Valentine’s Day marketing campaign — “Whose Heart Do You Love” — in support of MegaRed krill oil supplements. 

Through a custom Facebook application, MegaRed allows consumers to request a free product sample for their loved ones. As a bonus, the person requesting a sample on behalf of a friend also receives a free sample for themselves. As part of the effort, Schiff is making a $100,000 donation to the National Coalition for Women with Heart Disease.

The brand is relying heavily on peer-to-peer distribution through Facebook and an influencer component on Twitter where several celebrities are tweeting their support for the effort. Among those are Jennie Garth, Toni Braxton and Joy Bauer, all of whom have a personal interest in supporting heart health. 

Blogger outreach is also being used to support the effort.

"Since Valentine’s Day is about celebrating who you love, we wanted to … to turn the sampling model on its head and expand the reach of our effort," stated Jennifer Steeves-Kiss, Schiff Nutrition chief marketing officer.

“Given the sampling effort is social in nature, so is the promotion behind it," noted Pierre Lipton, chief creative officer of M&C Saatchi NY. 


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Survey: 8-in-10 workout enthusiasts don’t have post-workout nutrition plan

BY Michael Johnsen

ABBOTT PARK, Ill. — According to a national survey of fitness enthusiasts who exercise three or more times a week, 82% admitted to falling short when it comes to post-workout nutrition habits, Abbott announced Tuesday. 

The results of the survey from Abbott’s EAS Sports Nutrition uncover a gap between Americans’ knowledge surrounding post-workout nutrition and their desire to improve their fitness routines and results.

Exercise and nutrition work in tandem. Evidence shows that obtaining proper nutrition at the right time is critical in maximizing the benefits of training regimens, including performance and improving lean muscle tone and reducing body fat. However, many fitness enthusiasts view post-workout nutrition as negatively impacting desired results:

  • 36% don’t want to consume calories after a workout;
  • 53% believe that eating protein after a workout will build undesired muscle; and
  • 50% believe consuming carbohydrates post workout could yield less optimal results.

Half of fitness enthusiasts indicated that muscle fatigue and overall body soreness prevents them from exercising more frequently and amost all respondents (98%) said they were looking to improve how they felt post-workout in some way, including wanting more energy (42%) and less muscle soreness and fatigue (52%). 

While 72% of fitness enthusiasts know that post-workout nutrition helps restore energy, only one in three recognized that it also helps to decrease muscle breakdown.


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