Rx for Lamisil is OTC

Drug Store News, Nov 27, 2000

Footcare innovations have quickened the pace of category sales, bringing new success to drug chains that target active, time-pressed consumers, as well as aging boomers. Both are huge consumer groups who make many incremental purchases when in the store to relieve foot ailments.

Athlete's foot is one of the most common maladies, affecting more than 10 percent of Americans annually. And this year, the Rx-to-OTC switch of full-prescription-strength Lamisil AT instantly became a breakthrough treatment for millions of sufferers. Now they can treat their athlete's foot for one week--as opposed to four weeks for other OTC products--and remain free of the ailment even three months later. That's because it kills the fungi that causes the infection, rather than just inhibit its growth.

The success of Rx-to-OTC switches has been long-proven. Making Lamisil Rx cream, the most-prescribed medicine for athlete's foot, easily accessible to everyone excited a category that had been stagnant. Within just ten weeks at retail, sales of Lamisil AT Pump Spray, the OTC delivery form, surpassed the rate of annual prescription unit sales. Within four months, it became the No. 1 doctor-recommended brand for athlete's foot.

This impactful new product from Novartis Consumer Health earned the Drug Store News 2000 REX Award for Foot Care.

M.J. Weldon, director of marketing, dermatology group at Novartis, attributes much of the brand's success to "an extensive logistics/direct-store-delivery effort coupled with full retailer participation, broker force commitment and an outstanding effort by our field sales force. This helped us achieve our objective of full national ACV distribution of over 70 percent in less than seven days."

The company knew demand would be high because of a fully integrated marketing campaign that included television and print advertising, detailing to physicians and pharmacists, and extensive public relations.

The public and health professionals quickly understood the brand's benefits, creating a leap in category sales and profitability. Moreover, the trade increasingly sees Novartis as "a leader in nutritional and self-medication healthcare that understands and fulfills consumer needs, brings new technologies to market, supports its brands with national marketing and retailer-specific promotions," adds Marcia Weiner, associate director of trade business development.

In 2001, Lamisil AT will launch two new Odor Guard items in foot deodorizing and a new line of insoles under the Stride Guard brand name.

Elements of Excellence

* Science-based innovation

* Engaging support of physicians and pharmacists

* Fully integrated marketing campaign

* Superior logistics

* Consumer insights lead to meaningful new products