by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Australian Journal of Pharmacy : September 2006
elements that make up gross profit dollars are margin and volume. ‘According to Johnston Rorke pharmacy data, the greatest volume and, hence, gross profit dollars, are generated through brand sales in the great majority of pharmacies. Only where there is a significant price difference will generic sales represent a higher proportion. ‘I tell my clients to “substitute brands at your peril” because the consumer who may be loyal to the brand may also wonder about your motives.’ Mr Annabel also said that related to this issue was the importance of thinking about the longer term. ‘Pharmacy needs to think about the longer term, not just about that one-time transaction for the customer in front of you. It’s about forming a lifelong relationship with the customer based on trust and having what they want, when they want it. Brands are important to that process,’ he said. Pharmacy support Every year the Telfast brand is supported by a significant investment in advertising, especially during the peak hayfever season. This year is no exception with a nation- wide advertising campaign ready to roll involving television and popular magazines designed to draw consumers to pharmacies and ask for Telfast. I tell my clients to “substitute brands at your peril” because the consumer who may be loyal to the brand may also wonder about your motives BRUCE ANNABEL partner in charge of pharmacy services Johnston Rorke Ms Wallace pointed out that market-leading brands like Telfast can be confidently expected to invest heavily to promote the brand and maintain high awareness among consumers, unlike generic products which have not demonstrated similar investment or advertising and promotion in this category. ‘This can leave pharmacies with high levels of generic stock, bought due to a perceived price advantage, that consumers do not come in-store and ask for,’ she says. REFERENCES 1. Aztec MAT Sales 9/7/06. 2. Robinson & James Quantitative Research Dec 2005. 3. Van Cauwenberge P, et al. Clin & Exper Allergy 2000, 30:891–9 (study financially sponsored by Aventis). 4. Zyrtec outer pack. 5. Telfast Product Information (2002). Claratyne is a registered trademark of Schering Plough Pty Limite.d. Zyrtec is a registered trademark of UCB Farchim SA. Telfast and Telnase are registered trademarks of sanofi-aventis, 12–24 Talavera Road, North Ryde NSW 2133. Telfast contains fexofenadine and Telnase contains triamcinolone acetonide and are used for hayfever allergy relief. Always read the label and use only as directed. See your healthcare professional if symptoms persist. The opinions expressed in this advertorial are not necessarily those of the AJP’s management or staff THE AUSTRALIAN JOURNAL OF PHARMACY VOL.87 SEPTEMBER 2006 ? 17 Telfast continues to support pharmacy with investment in staff education and training, enabling assistants to be both confident in talking about the disease and recommending the most appropriate medication. A feature of the relationship between pharmacy assistants and Telfast is the Telfast Nosy Club, which offers its assistant members a range of information and training support services. Launched in 2000, the Nosy Club will this year has gone online with its own website, enabling members to access their training and services anytime that suits. • Telfast 120mg has been shown to provide better relief of the symptoms of itchy, watery or red eyes as well as reducing nasal congestion than loratadine 10mg (Claratyne plus four generics).3 • Telfast is non-drowsy unlike Zyrtec which carries a sedation warning on the pack.4 • Telfast acts quickly and lasts 24 hours offering consumers the confidence to get on with daily activities.5