Completely Up Front - Cardinal Health

4
up front OPPORTUNITIES
Analgesic trends
Buying process
In analgesics for pain, 87 percent of category decisions are made
outside of the store and planned before ever entering the store.
• 77 percent of brand decisions are made without in-store impact
• 80 percent of shoppers have one single brand in mind when
they get to the shelf, and 77 percent purchase that brand while
3 percent switch brands at the shelf
• 20 percent of shoppers have either more than one brand in mind,
or have no brands in mind when they get to the shelf, so they are
making their brand decision at the shelf
Who they are
• Skew female (58 percent), college-educated, older, retired,
higher income
• Health profile:
- Suffer from multiple pain states, with over 80 percent suffering
from arthritis and/or backache
- Almost half have had surgery to relieve pain
- Extremely involved in health:
- Keep up to date on latest health information
- Exercise frequently
- Have a number of chronic conditions, including diabetes,
high blood pressure
Pain relief top 15 ranking
Be ready for Arthritis Month and make sure you have these top-selling items available from
Cardinal Health. Set up some of these items on an end cap with heating pads, glucosamine/
chondrition vitamins and pain relieving cream to encourage incremental sales during
Arthritis Month.
DESCRIPTION MFG CIN UPC
Bayer Regimen 81Mg 120 Ezcp Bayer Healthcare LLC 4212809 31284353637
Thermacare Lower Bck/Hip 2 Pfizer - Wyeth Cons Healthcare 3296340 30573301003
Bayer Chd Asprn 81Mg 36 Orng Bayer Healthcare LLC 1366830 31284313105
Advil 200Mg 20 Lqgl Pfizer - Wyeth Cons Healthcare 2764934 30573016920
Advil 200Mg 24 Pfizer - Wyeth Cons Healthcare 1330471 30573015020
Advil 200Mg 40 Lqgl Pfizer - Wyeth Cons Healthcare 2764942 30573016930
Aleve 220Mg 24 Cplt Bayer Healthcare LLC 2190833 32586610502
Bayer Regimen 81Mg 32 Ec Bayer Healthcare LLC 2824100 31284306132
Thermacare 3 Neck/ Arm Pfizer - Wyeth Cons Healthcare 3296365 30573301502
Tylenol Es 500Mg 24 Cplt J & J Sales & Logistics Co 2331908 30045044905
Aleve 220Mg 50 Cplt Bayer Healthcare LLC 2190858 32586610504
Advil 200Mg 50 Pfizer - Wyeth Cons Healthcare 1330497 30573015030
Aleve 220Mg 24 Bayer Healthcare LLC 2190825 32586610501
Advil 200Mg 100 Pfizer - Wyeth Cons Healthcare 1330505 30573015040
Aleve 220 Mg 50 Bayer Healthcare LLC 2190841 32586610503
*The top 15 items have been ranked by unit sales
COMPLETELY UP FRONT
“Take the Aleve DIY Challenge”
Beginning in May 2012 , Aleve encourages arthritis and body pain sufferers
to finally pick up their paint brush, hammer or garden shears without
worrying about pain getting in the way. The “Aleve DIY Challenge” inspires
consumers to tackle any project, start to finish, without interruption from
pain. Once they discover the Aleve DIY Difference, they are encouraged to
share their accomplishment for a chance to win!
Participating in the Aleve DIY Challenge is easy:
• Sign up for the Aleve DIY Challenge online: Aleve.com/DIYChallenge
• Receive an Aleve DIY Challenge Kit to get started
• Share accomplishments online for a chance to win
Aleve DIY Challenge Kits will be sent electronically to everyone who signs
up online. Kits include the tools that consumers need to complete their
project, pain-free, including a coupon, inspirational project idea cards and
pain management tips/information.
All products may not be stocked in all distribution centers