Santevia Water Systems focuses on body pH to support immunity
Santevia Water Systems emerged because of its co-founder David Anderson’s diagnosis with chronic acid reflux. Not interested in taking a pill for the rest of his life, he and co-founder Yvonne Anderson looked into the role of the body’s pH in staying healthy. As a result, Santevia is a water filter that also addresses the pH of water. Drug Store News sat down with the director of sales Christina Gohl to learn more about the company.
Drug Store News: Tell us about Santevia.
Christina Gohl: Unhappy with his chronic acid reflux diagnosis, David Anderson and our other co-founder, Yvonne Anderson, began researching blood chemistry and gained an understanding of the role of pH in the body and the need for an acid/alkaline balance solution. David was acidic, and this manifested as acid reflux, so the goal was to get him more alkaline. More than a water filter, Santevia adjusts water’s pH to mildly alkaline by reintroducing minerals that promote energy and immunity, helping the body maintain its active equilibrium. In addition to wellness, giving back is central at Santevia. This is why, from day one, Yvonne and David Anderson established Santevia Gives Back, which supports clean drinking water and children’s education worldwide.
For David, Santevia has made a lasting improvement to his health: After a few months of drinking Santevia alkaline water, David stopped taking his reflux medication and his persistent acid reflux cough hasn’t returned, reinforcing the Santevia mantra that a well-hydrated and pH-
balanced body is crucial to good health.
DSN: How can retailers maximize sales from the category?
CG: Expanding into children’s sets with our Power Pouch Immune Support has been an exciting opportunity for Santevia, driven by consumer demand for natural, safe and affordable products in that category. Major opportunities exist in this aisle for retailers who seek to understand and capitalize on their target audience: millennial moms. Eighty-three percent of babies today are born to a millennial mom. That mom controls 85% of household spending — valued at $2.4 trillion — and product safety, ease of use and wholesome ingredients most strongly motivate her purchases.
Strategies for retail success should include owning the online conversation. These moms do significant online research. Dedicate space on your own website that educates moms on category focuses, while incorporating keywords to drive organic traffic to your site when they Google from your aisle. Retailers should not forget to allow comments from consumers wherever possible. Third-party advice in chat rooms or forums is valuable to this consumer — 48% value other parent recommendations versus only 35% who value expert recommendations.
Another success strategy is knowing that millennial moms want to see their dollars doing good; cost is not the only thing driving their buying decisions. To be successful with this consumer, giving back is key. Stocking brands that communicate their philanthropy on package will help capture those social responsibility dollars.
DSN: Tell us about the role education plays in growing your business.
CG: The biggest struggle and strength at Santevia is education. We are fortunate to have a great product with so many health benefits, but often struggle with how to communicate that in a simple and clear way to the consumer. A strategy that is working for us now is condition-specific packaging. Take our Power Pouch – Immune Support, for example. It filters water and adds electrolytes and antioxidants, while making any water alkaline, all in a natural product safe for kids.
We understood there was no way to communicate all that to a consumer without overwhelming them, so instead we focused on the application — supporting their child’s immune system. In secondary areas on package, we supplemented the immune support callout with extra information that the consumer can easily read if they want to dig deeper into the “how.” Lastly, we used color and imagery to help consumers understand. What resulted is a highly educational box that the average consumer can clearly understand at first glance, making the buying decision as easy as possible.
PPC Group’s Malepati talks making immunity easy as EZC
PPC Group’s EZC Pak is aiming to help consumers improve their health by treating an immunity supplement like a prescription. The OTC offering from the Los Angeles-based health product team is designed to help combat the issue of antibiotic overuse by bolstering the immune system. DSN caught up with PPC Group’s medical director, physician Sarath Malepati, to discuss the product and the opportunities it offers retailers.
Drug Store News: Can you tell us a little bit about EZC Pak?
Sarath Malepati: EZC Pak is a physician-formulated, five-day, tapered immune support pack targeting antibiotic overuse in viral upper respiratory infections, commonly known as colds and flus. EZC stands for echinacea – zinc – vitamin C. The formulation is based upon the best available clinical data to provide optimal immune support.
EZC Pak is all natural with no added sugar. That was very important for us, as well. Our goal was to create an immune-support product that healthcare providers and pharmacists are comfortable recommending to their patients. A product that is not only professional strength, but also vegetarian, utilizes non-GMO ingredients and is gluten-free to meet patient preference, as well.
DSN: What do retailers need to do in terms of merchandising and marketing to most benefit from the EZC Pak?
SM: EZC Pak is the only physician-directed OTC-dose pack in the cold and flu category. The key is that it is physician-directed. EZC Pak saves the customer the cost and time of the doctor’s visit at initial onset of the problem.
The packaging is clinical by design. The dosing instructions are on the back of the package, as well as the inner blister packs. This way your patient knows what to take and when to take it. EZC Pak comes in quantities of six, with a visually appealing six-piece countertop display unit. We also have larger 24-piece countertop displays and floor stands that we are happy to send as needed. We recommend placing the product on the pharmacy counter and in the cough-cold section.
DSN: Education is crucial to the growth of this product. How are you educating consumers?
SM: Yes, you are correct. Educating the consumer is very important. We launched an animated music video on YouTube and Facebook that has over 5 million views and was recently nominated for a Telly Award. Our goal for the video was to educate the consumer on the dangers of inappropriate antibiotic use. Eighty percent of colds and flus are viral, and antibiotics can’t treat viral infections.
While reaching the consumer directly is ultimately important, the majority of our time and resources are dedicated to educating healthcare professionals, such as medical providers and pharmacists — the people you turn to when you get sick. This is where EZC Pak can make the greatest impact on reducing inappropriate antibiotic use.
We are heavily involved in patient education in partnership with medical providers, including physicians, nurse practitioners and physician assistants. We participate and speak at many medical conferences, and also work with the Centers for Disease Control and Prevention’s Be Antibiotics Aware initiative.
It is amazing to see the impact that just one provider can have when they adopt EZC Pak as a part of their treatment plan for viral URI. We are very encouraged by the response from the medical community thus far.
DSN: Any plans to grow your product line?
SM: EZC Pak-D is our premium five-day pack launching this fall 2018, and contains vitamin D. Vitamin D has stronger clinical data supporting its use than vitamin C, but it would be difficult to launch a cold and flu product brand that did not contain vitamin C from the start given the ingredient’s popularity.
The future is bright. We are working hard every day to meet and exceed the demands of our retail partners and our mutual customers.
Skyn adds Vibes massager, Intimate Moments gel
Skyn, the premium condom and lubricants brand from LifeStyles Healthcare, is adding to its offerings with a focus on massage. The latest additions are the Vibes personal massager and the 2-in-1 Intimate Moments lubricant and massaging gel.
The Vibes massager is designed to be quiet and powerful, LifeStyles said, adding that it is ergonomically designed to stimulate erogenous zones with 20 unique speeds and pulsations. The Intimate Moments gel is a silicone- and water-based lubricant that the company said offers long-lasting lubrication with the stain-free characteristics of a water-based lubricant. It is meant to be non-greasy, non-sticky and non-staining.
“Developing products to enhance pleasure has always been at the heart of the Skyn brand, and we are dedicated to understanding our customers’ needs and providing them with the products they desire,” said Jeyan Heper, CEO of LifeStyles. “The creation of SKYN Vibes got even more personal, with the concept being developed based on feedback from one of our employees who recognized a need in the marketplace.”
LifeStyles said associate brand manager Katie Quigley led the effort to create a product that would deliver on the needs of millennial women while offering an affordable price point.
“We are combining the best of both worlds, bringing the high quality, rechargeable, adult market massager to local retailers at an affordable price,” Quigley said.
The Vibes massager carries a suggested retail price of $27.99 and the Intimate Moments gel carries a suggested retail price of $12.99.