Bayer Plc's consumer care division is to target independent community pharmacies with a six-strong team of merchandisers in order to raise the profile and sales of its Canesten gynaecological range.
Speaking to The Journal on February 17, Miss Melissa Howell (Canesten product manager, Bayer) said that the merchandising team would start work in March. She said that the company's research had shown that 18 per cent of independent pharmacies did not have the Canesten range on display. The company's promotional efforts are being concentrated on four pharmacy only lines which have been given new packaging: 500mg pessary, 2 per cent thrush cream, 10 per cent vaginal cream and the combination pack of cream and pessary. A display stand for the four lines for use behind the medicines counter is still available from the company's representatives.
Miss Howell added that from April the Combi pack would be changed to contain a smaller 10g tube of 2 per cent cream, replacing the existing 20g tube of the 1 per cent cream. This was in line with the company's aim of reserving the 1 per cent cream for dermatological indications. The existing three- and six-pessary lines remain available as pharmacy-only products, but, in essence, are reserved for dispensing.
She said that recent promotional activity by the company had resulted in the market for gynaecological products growing for the first time in 18 months.
The merchandisers would also be promoting the display of the Canesten Oasis product for cystitis which the company was recommending should be displayed in the general sale area alongside pregnancy tests and family planning lines.