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Australian Journal of Pharmacy : February 2005
company news company news updates Pseudoephedrine stock management solutions offered by Pfizer P FIZER Consumer Healthcare has launched a new ‘category coun- selling bay’ system to help pharmacists manage the storage of products contain- ing PSE (Pseudoephedrine). The category counselling bays are designed to place PSE products out of cus- tomer reach while providing an effective space from which pharmacists can pro- vide counsel and service. The Pharmacy Guild of Australia welcomed the innova- tive solution and is encouraging members to take them on board. ‘The PSE issue is one on which we need to act immediately,’ says national Guild president John Bronger. ‘If we don't, rescheduling of PSE products will take place—at the cost of compromised cus- tomer service levels and decreased prof- itability.’ ‘In order to maintain high standards of customer education, we need to do every- thing we can to have this category remain as Pharmacy Only,’ says Mr Bronger. ‘Pfizer is leading the industry in providing a viable solution to enable pharmacists to provide these products to legitimate users in the safest and simplest way. ‘The only way we're going to success- fully manage an issue as large as this is with a whole-of-industry approach,’ Mr Bronger added. ‘This initiative is helping industry and pharmacy work together and we congratulate Pfizer for leading the charge.’ Stephen Bova of Bova Chemist in Car- ingbah, NSW, said the introduction of the counselling bays is a step in the right direc- tion and is planning to install one at his store. ‘Having a roped off counselling bay preventing direct access will encourage dialogue with our customers and enhance professional service. Customers will be able to easily identify the specific brand range they require—whether it be some- thing for their cough, cold or hayfever— and we can practise good counselling techniques to ensure they receive the cor- rect product. We see this as a far more appealing alternative than rescheduling PSE products,’ Mr Bova explained. ‘Pharmacies will have to change their stores to some degree in order to accom- modate the new guidelines for keeping PSE products out of reach of customers. The category counselling bays certainly seem like the best way to not only follow the guidelines, but to spend as little money as possible. Our alternative would be to build a large wall around the PSE prod- ucts, which would be not nearly as cost effective and would take up more space. The bays are simple and unobtrusive and will allow us to easily abide by the guide- lines. ‘I think customers will adapt well to the new set up, provided the bays are manned by staff at all times. In fact, because spe- cific brands are easily identified, they will probably attract more customers,’ Mr Bova claimed. ¦ Global acquisition unites leading health brands B AYER has completed its global acquisition of Roche Consumer Health. From January, the Roche Consumer Health business has become part of the Bayer HealthCare Consumer Care Divi- sion, which now ranks as one of the top three global OTC consumer health com- panies. In Australia, Bayer’s Consumer Care Division will nearly double its brand port- folio with the addition of brands such as Berocca, Bepanthen, Aspro and Elevit. The new products will complement Bayer’s existing brands such as Aspirin, Canesten and Pluravit and are expected to increase Bayer’s revenue by 160 per cent. Bayer HealthCare’s managing director for Australia and New Zealand Derrill Palidwar said the acquisition will provide an opportunity for future growth for Bayer’s consumer care business in Aus- tralia. ‘We have created a business which is positioned for growth. By combining two companies with proud and established heritages as well as expertise in building brands, our new consumer care division is 108 ? THE AUSTRALIAN JOURNAL OF PHARMACY VOL.86 FEBRUARY 2005 set to deliver strong results which will fur- ther strengthen our leading market posi- tion. Our increased national sales pres- ence, expertise in the medical community and intensive focus on innovation and development will bring significant returns for the business locally,’ Mr Palidwar said. Bayer HealthCare Consumer Care is now present in more than 120 countries and the acquisition has made the division a leader in Europe, has extended its top position in Latin America and has rein- forced the company’s business in the US and Asia-Pacific. ¦