Bayer leads sales, ads in nasal sprays
The nasal spray segment is up 2% from the previous year in the drug channel. Nasal spray segment leaders Afrin (Bayer), NeilMed and private label have all increased sales in the last year. Private label nasal sprays and Afrin both rose 6%, while NeilMed sinus rinse brand saw the largest increase in the segment at 14.3% — all NeilMed products rose 7%.
(To view the full Promo Watch report, click here.)
There was a marked move in sales away from niche brand names to more established players in the nasal spray segment. Many smaller brands saw double-digit decreases: NasalCrom and Little Noses fell 17.8% and 22.6%, respectively. Other brands also saw slight decreases: Zicam (Zicam LLC) fell 2%, while Simply Saline (Church & Dwight) fell 3.5%.
According to Competitive Promotion Report, among the top 5 brands in the nasal spray segment, NeilMed saw the lowest average margin percent in the drug channel, but saw somewhat higher margin percentages than Afrin did in the mass and food channels. Afrin also saw the widest spread of margins — 19% in mass and 40% in drug, a 21% difference. In contrast, NeilMed saw a spread of only 8% in margins between mass (29%) and drug (37%).
NeilMed was the only brand to see a significant drop in feature ads, from 102 to 64. Private-label brands increased circulars by 60%, from 222 to 356, in the drug channel, leading to a 6% increase in sales. Afrin, Vicks Sinex and Zicam also all increased feature ad support this year in the drug channel. Afrin’s increase in ad support led to it having the highest national brand count of feature ads this year (106).
DSN has partnered with Competitive Promotion Report, IRI and Market Track to create a series of exclusive reports. This article highlights the market performance of major manufacturers in the nasal spray segment within the nasal products category. The results in this study reflect the leading brands/manufacturers in the segment in terms of retail sales, list price changes, average retailer margins and promotional ad activity.
CPR is a leading provider of competitive market intelligence and insights in the health, beauty and wellness industry. Learn more by visiting competitivepromotion.com
Point-of-care initiative enhances brands
Earlier this year, Brandperx announced the launch of its latest Bump Bag, a product sample bag targeting soon-to-be moms and hand-delivered to them by their trusted OB/GYN providers. With 4 million women becoming moms, that patient-provider relationship is a rich marketing opportunity.
(To read the entire WebMD Special Report, click here.)
But just how rich of an opportunity does this represent? Brandperx, in collaboration with Drug Store News, recently conducted a survey among 1,000 OB/GYN providers exclusive to the Brandperx network. The survey revealed a powerful opportunity for both brands and retailers to leverage the intimacy and trust of the provider-patient relationship in order to build brand engagement, trial, sales and market share, and improve patients’ quality of life.
For example, more than one-third (36%) of OB/GYN providers make a multivitamin recommendation to more than 26 of their individual patients each week. As many as 26% make a feminine pain relief recommendation for between six and 10 patients each week, and 24% make a similar recommendation of adult incontinence products.
OB/GYN providers recommend patients take Midol for feminine pain relief 85.2% of the time, according to the survey. For sleep-related issues, Unisom is the most often recommended solution, followed by ZzzQuil.
The survey further reveals a huge and largely untapped potential opportunity within the point-of-care communications channel — because providers are constantly fielding patient requests for OTC brand recommendations.
And that means marketing tools like the Brandperx Bump Bag could prove critical. The Bump Bag is the brainchild of Brandperx co-founder and president Shauna Garshon and contains a variety of samples, special offers and information hyper-targeted to the mom-to-be. Included are popular brands such as Premama, Belli, Balmex, Viactiv and Psi Band.
“The Bump Bag has been extremely valuable in enabling Premama to engage women at all stages of their maternity journey through their physicians, and earn their trust in a setting where health and wellness is the heart of the conversation,” noted Jamie Schapiro, Premama chief marketing officer. “The response has exceeded our expectations, and we plan to work with Brandperx on future Bump Bags and other point-of-care initiatives that tell our story and build our business.”
Brandperx delivers more than traditional point-of-care marketing. The company’s programs are designed by healthcare marketing experts who help turn providers and their patients into advocates and purchasers of a partner brand.
Generations key factor in OTC buying behaviors
Earlier this year, WebMD surveyed 30,000 WebMD users to ascertain the OTC buying behaviors and preferences of three critical consumer segments — seniors, today’s moms (Gen X) and millennials.
(To read the entire WebMD Special Report, click here.)
Today, there are two primary ways in which all consumers seek answers to their questions on health: they either conduct a Google search or they consult their healthcare professionals.
“[There is] a sizeable difference between how millennials are using technology to inform that purchase and how the baby boomers are doing it,” Jennifer Willey, VP consumer strategy and partnerships at WebMD, told Drug Store News. “Baby boomers are significantly more likely to have a discussion with a pharmacist prior to a purchase, whereas millennials are far less likely.”
While 3-of-every-4 consumers use a web search engine to look for relevant health terms, only 2-of-every-3 baby boomers consult their health professionals. And that number drops in direct correspondence to age — the younger a consumer is, the less likely he or she is consulting a health professional with their questions.
That’s not to say there will be a decline in recommendation requests from health professionals moving forward — after all, younger consumers don’t typically have nearly as many chronic health conditions to research in the first place. But more and more, the first point of influence for an OTC marketer will be during that initial online search.