Jimmy Johnson to be featured in new ExtenZe commercials
ENCINO, Calif. The InterMedia Group of Cos. on Wednesday announced that ExtenZe spokesman Jimmy Johnson, Fox NFL Sunday host and newest "Survivor" castaway, will participate in a new round of commercials that will relate stories of what some of his colleagues in sports and the broadcast booth have said to him since he joined up with ExtenZe.
And to top off the 30-minute spot, Johnson’s wife Rhonda Johnson makes an appearance with her own brand of repartee.
"Jimmy Johnson’s affable approach to endorsing this sensitive personal product has really given the ExtenZe campaign tremendous momentum in all media and communication channels, taking on a life of its own," stated Robert Yallen, CEO of the InterMedia Group of Cos. "Product awareness and sales have soared, and the credibility he brings to the table is undeniable. In this next series of ads, we’re simply capitalizing on the buzz and showing that ExtenZe is all about the fun."
In the commercial, the former Dallas Cowboys and Miami Dolphins coach notes that ExtenZe isn’t about "not being enough; it’s about maximizing what you already have." Johnson shares the screen with Mixed Martial Arts fighter Pat Mitetich and NASCAR driver Kevin Conway. Johnson and Conway kid about being pressed by everyone they meet for product samples.
ExtenZe was the leading direct TV commercial on television in 2009, according to Infomercial Monitoring Service rankings, InterMedia Group noted. ExtenZe, for which InterMedia’s subsidiary InterQuantum handles retail chain marketing and distribution, now is in Walmart, Walgreens, CVS, Rite Aid and GNC. The product also scored No. 1 in sales in the mineral supplement category at retailers for the past 104 weeks, according to InfoScan Reviews, InterMedia Group added.
The new ExtenZe spots will air on ESPN, BET, Discovery, AMC, FX and Speed Networks, among others.
NCPA to CMS: Medicaid reimbursements should adhere to healthcare-reform law provisions
ALEXANDRIA, Va. The National Community Pharmacists Association is urging the Centers for Medicare and Medicaid Services to follow guidance that Congress included in the healthcare-reform law in its implementation of a new Medicaid generic drug reimbursement formula based on average manufacturer price, the organization said Tuesday.
CMS recently withdrew provisions that would have dramatically cut Medicaid pharmacy reimbursement to community pharmacies from a previously proposed AMP rule due to an injunction that the NCPA obtained in 2007.
In a letter to Congress, the NCPA recommended giving manufacturers more direction in calculating their AMPs, such as requiring them to only include prices paid by wholesalers for drugs subsequently sold at pharmacies; recognizing the ill effect that the NCPA said curtailed generic drug reimbursements would have on retail pharmacies; and setting up a process by which revised federal upper limits resulting from the revised AMP data will be implemented in order to minimize disruption for patients and pharmacies.
“In many ways, independent community pharmacies are the backbone of Medicaid’s prescription drug benefit,” NCPA acting EVP and CEO Douglas Hoey said. “Pharmacies will become an even more important source of health care-related services for Medicaid beneficiaries as new healthcare reform provisions are implemented.”
David Brailer joins Walgreens’ board of directors
DEERFIELD, Ill. Walgreens has appointed the chairman of Health Evolution Partners to its board of directors.
The drug store chain announced Wednesday that David Brailer would join Walgreens’ board as an independent director, making him the board’s 11th member.
Brailer has served as chairman of Health Evolution Partners since 2006. Prior to joining Health Evolution Partners, he was appointed by the Bush administration as the first national health-information technology coordinator in 2004.
“David’s expertise in advancing healthcare technology on a national level, as well as his experience in supporting companies through investments that promote major change in the health system will provide us with valuable insight,” said Walgreens chairman Alan McNally. “This will be extremely important in the years ahead as technology plays an even greater role in the delivery of quality, affordable and accessible health care.”
Walgreens president and CEO Greg Wasson added, “David will be a tremendous resource to our board and our company as we help patients and payers lower healthcare costs while improving quality, outcomes and transparency through our pharmacy, health and wellness solutions.”