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.