Online shoppers actively seeking Rx and OTC solutions
NEW YORK — Contrary to the pharmaceutical industry’s commonly-held belief that active Rx and OTC brand consumers are harder to find online than offline, a new study released Tuesday reveals that the online audience is just as active — and for select categories, more active — than the general population. Crossix Solutions, a consumer healthcare marketing analytics firm, evaluated sample Rx and OTC transactional data from the Crossix proprietary data network of more than 100 million consumer records and the Crossix Digital Impact panel of 7 million opted-in online consumers, to compare the Rx and OTC purchase behavior of the two populations during the 12-month period prior to the study.
“For years, the perception throughout the pharma industry has been that the online channel represents a less targeted audience, relative to more traditional, offline channels,” stated Dan Stein, Crossix SVP, product strategy and analytics services. “Our study dismisses this myth, and should give brand marketers and digital media agencies alike greater confidence in their ability to reach their desired audiences within the online space, across all types of publishers and sites.”
While the overall Rx and OTC purchase behavior of the two populations suggests parity, Crossix discovered more pronounced variances in specific treatment categories, particularly for Rx treatments. For example, the online audience indexed higher within categories related to lifestyle, such as contraception, and such psychological conditions as depression and ADHD. Conversely, the online audience indexed lower for chronic and life-threatening conditions most commonly associated with an aging population, such as stroke, heart disease and high cholesterol.
These variances do not take into account the incremental impact of audience targeting for online media campaigns, which would yield considerably more active audiences across all categories.
See Table 1, below, for the indices by treatment category. The full list of category data can be viewed at www.crossix.com/digital-impact.
Heel launches homeopathic Reboost cough-cold line
ALBUQUERQUE, N.M. — Heel on Tuesday announced the launch of the Reboost product line, which includes four of the company’s homeopathic cold, cough and flu products. The line is now available at a variety of fine natural health stores and pharmacies, including Whole Foods Market and Sprouts Farmers Market.
“There is growing consumer demand for natural alternatives to traditional over-the-counter cold and flu medications,” stated Cliff Clive, CEO of Heel. “We are excited to offer an affordable product line to the marketplace that provides multi-symptom relief for cold and flu.”
The new range of products includes Nasal Spray (0.68 fluid ounces) for the temporary relief of minor nasal symptoms, Throat Spray (0.68 fluid ounces) for the temporary relief of minor pain from sore throat and pain from canker sores, Tablets (100 count) for the temporary relief of minor flu symptoms and Cough Syrup (4.23 fluid ounces) for minor cough and chest congestion relief.
Most recently, Reboost was recognized at the 2013 Natural Products Expo West with a NEXTY nomination from New Hope. NEXTY nominations are given by New Hope to upcoming products that they believe will create buzz in the natural products landscape.
Vitamin Shoppe opens new DC in Virginia
NORTH BERGEN, N.J. — The Vitamin Shoppe on Wednesday announced the grand opening of its new distribution center in Ashland, Va. The new 311,740 square-foot facility began receiving inbound inventory in June 2013 and outbound shipments to stores began in September.
"The opening of this distribution center was a large undertaking for the team as we positioned the company for future growth," stated Tony Truesdale, CEO Vitamin Shoppe. "I am very pleased with our supply chain team and their ability to successfully execute against this significant project. The facility opened on time and on budget," he said. "Given the success that we have experienced with the service levels, we expect the Ashland DC to be servicing 120 stores by year-end."
As of Oct. 15, the Ashland DC was shipping inventory to 56 Vitamin Shoppe stores located in Texas, Oklahoma, New Mexico and Louisiana.