HEALTH

Hyland’s covers ‘life cycle’ of products

BY Michael Johnsen

NEW YORK — The new marketing frontier of social media has created new opportunities to reach a very passionate consumer, and that may be one big reason behind homeopathy’s escalating penetration with the general public.

That’s especially true for a niche marketer like Hyland’s, a company that has developed a “life cycle” of products of sorts by providing solutions applicable to newborn babies and toddlers, such as teething gel and colic tablets; remedies for older children as part of its Hyland’s “4Kids” brand; and homeopathic remedies more appropriate for adults.

“The purchaser of a teething tablet is going to have different attributes than a consumer and/or purchaser of an adult cough-cold product,” said J.P. Borneman, chairman and CEO at Hyland’s. “In the baby product area, the consumer is a passionate Hyland’s mom. … That’s an entirely different proposition than the adult cold or the leg-cramp user.”

Also helping bridge the gap is a comprehensive Web presence, including both traditional Web portals and newer social media portals, such as Facebook. That strategy has paid dividends, Borneman noted. “Sometimes those smaller [niche markets] have significantly higher loyalty and stickiness. … That also means that what’s growing is growing in a more robust and stable way.”

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Similasan looks to natural remedies for eyestrain

BY Michael Johnsen

HIGHLANDS RANCH, Colo. — Similasan this past fall added Computer Eye Relief to its lineup of homeopathic eye care products. The active ingredients in Similasan Computer Eye Relief eye drops stimulate the eye’s natural ability to relieve eyestrain due to intense computer work, high TV consumption, significant amounts of reading or writing and driving at night. The homeopathic ingredients include Conium maculatum 6x for double vision, black spots and aching; Natrum muriaticum 6x for weak muscles and blurred vision; Ruta graveolens 6x for eyelid spasms, eyestrain, pain and pressure; and Senega officinalis 6x for aching, dryness and light sensitivity.

Active ingredients are microdiluted in accordance with the Homeopathic Pharmacopoeia of the United States and therefore are nontoxic and have no known side effects. Inactive ingredients include a borate buffer, purified water, silver sulfate (as a preservative) and sodium nitrate.

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Boiron websites place tools, info in mom’s hands

BY Michael Johnsen

Boiron this past fall administered an online makeover across its Oscillo.com site and introduced three additional Internet destinations: ChildrensOscillo.com, Chestal.com and ChildrensChestal.com. The new websites all feature helpful tips for staying healthy and offer Web visitors money-saving coupons.

According to Boiron’s independent research, lack of knowledge regarding homeopathic medicine is the key barrier to usage. After shoppers were given a minimal definition of homeopathic medicines highlighting the benefits, 29% of the category users said they were then interested in trying a homeopathic cough medicine for their children. And because more moms are researching children’s remedies online, establishing resource-rich destination centers seems the smart move.

In addition to creating an interactive online go-to for cough-and-cold information, the homeopathic manufacturer also recently partnered with SDI Health (soon to be part of the IMS Health family) on a cold-and-flu illness tracker. That site, Oscillo.com/flu-tracker, helped tabulate the growing incidence of cold and flu in the middle of last month, even tracking reported symptoms. As of Feb. 18, some of the most prevalent indications were fever (10.8%) and influenza-like symptoms, such as chills, body aches and headache (22.2%).

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