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Health Care Products.

Health Care Products 369 Bayview Ave., Amityville, N.Y. 11701

Phone: (800) 899-3116 Fax: (631) 789-3143

Web site: diabeticproducts.com

Key contact: Gary April, president

AMITYVILLE, N.Y. -- The business model that built Health Care Products' diabetes products line is now being applied to the development of Zostrix, an external analgesic made with purified capsaicin.

Zostrix was acquired just recently by Health Care Products parent Hi-Tech Pharmacal Co. It will be marketed by Health Care Products.

The acquisition puts Health Care Products in an expanding category, says president Gary April. He says Health Care Products executives look forward to reestablishing Zostrix as the No. 1 capsaicin product.

Nearly 43 million Americans --more than one fifth of the adult population--have arthritis. Zostrix is said to be widely recommended by physicians and pharmacists alike for fast arthritis-pain relief.

April says that Health Care Products' experience with products for people with diabetes will be a tremendous resource when it comes to reinvigorating Zostrix.

The brand will be supported with national advertising in such publications as USA Today Weekend, the Journal of Rheumatology and Arthritis Today.

In-store merchandising will include chute displays, counter units, clip strips, danglers and shelf talkers highlighting Zostrix' many benefits.

Pharmacy, professional and consumer sampling programs also will be enlisted to drive sales and increase profits.

In the diabetes products market, Health Care Products' key SKUs include Diabetic Tussin cough syrup, MultiBetic vitamins, DiabetiDerm foot cream, Diabetic Sweet Sugar Substitute and DiabetiTrim Weight Management shakes.

The rapid growth of the diabetic population has reinforced the necessity for a complete diabetes care department at mass retail outlets, says April. In fact, diabetes patients account for pharmacy sales and profits disproportionate to their numbers. As much as one-fourth of pharmacy sales and profits are attributable to consumers with diabetes, he adds.

Such customers are looking for products that provide key solutions to help manage their condition. More and more, these solutions can be found in the diabetes care department. Having a diabetes products category with a comprehensive selection increases the chances for additional sales, April notes.

In many cases diabetes patients do not know exactly what to buy for their condition. Having a diabetes care department can direct them to the appropriate item while eliminating the chance of a lost sale.

Health Care Products helps retailers become a destination for the category by offering a complete line of over-the-counter products, cosmetics and nutritional items for people with diabetes, says April.

Besides requiring such traditional items as strips, glucose meters and glucose tablets, people with diabetes have many unmet needs. Offering the Health Care Products line increases the probability that people with diabetes will make more purchases at pharmacies, he maintains.

Also, Health Care Products generates repeat business by offering superior formulations that work, April says. Diabetes patients need and expect effective products. When a need is met it results in loyalty to a product, which translates into repeat sales. Conversely, products that do not meet needs are abandoned.
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Title Annotation:Hi-Tech Pharmacal Company Inc., Zostrix
Publication:MMR
Geographic Code:1USA
Date:Oct 17, 2005
Words:496
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