Mission Pharmacal extends product lines
Drug Store News recently spoke with Phillip Dritsas, SVP and general manager, consumer division and specialty markets for Mission Pharmacal, about the opportunities for Dr. Smith’s products in both the baby and adult categories.
DSN: Can you tell us more about trends in both ends of the baby and adult category?
Phillip Dritsas: [According to] IRI data, the baby category seems to be stable, but expanding with respect to new players entering the category. The good news for Dr. Smith’s Diaper Rash Ointment and Spray is that we’re seeing growth that is outpacing the category performance. We have enjoyed bringing new innovation for 
parents with our “touch-free” spray. The convenience and effectiveness, coupled with the environmentally friendly qualities of the product, are faring well with our consumers.
In the adult incontinence category, we see great opportunity with the recent introduction of the Dr. Smith’s Adult Barrier Spray 3.5-oz. product. Retailers — and customers — see the unique propositions of the touch-free, zinc oxide spray product when it comes to caregivers. This category is about providing loved ones with dignity and compassion in the treatment of rashes and chafing due to adult incontinence. Dr. Smith’s Adult Barrier Spray provides customers with a new product to help make their role as caregiver a little easier. Additionally, offering a barrier product in the adult incontinence aisle alleviates the need for the consumer to then go to the baby section to shop for their adult incontinence product needs.
Mission Pharmacal’s most recent consumer offering is a new head lice product, Lycelle. Lycelle is gaining significant retail space, and the product is resonating with school nurses, pharmacists and consumers who prefer a pesticide-free lice elimination product that works in a single application.
DSN: Do you see more growth in the usage of the adult rash product, or is it fairly even?
Dritsas: We see a strong opportunity in the adult incontinence category. The sheer volume of people in the adult and senior demographic who are in nursing homes, and those caring for aging parents, reinforces that there is a market and, more importantly, a need for a product like Dr. Smith’s Adult Barrier Spray. Offering a touch-free, zinc oxide solution for those individuals through the retailer or institutional side certainly presents significant opportunity for the brand.
DSN: Is the moisture-sealed technology driving this growth?
Dritsas: When it comes to baby diaper rash, or rashes [and] chafing due to adult incontinence, offering a moisture-shield technology is important in our Dr. Smith’s line of products. You certainly want a product that is effective in providing a strong moisture barrier for both prevention and treatment. Another driving force in our growth is the GreenTek Spray System that offers ease and convenience when dealing with baby or adult rashes. Mission Pharmacal has partnered with Honeywell to deliver this proprietary and patented technology that allows for ease of use without sacrificing its environmental integrity.
DSN: How is your #ReachfortheDoctor social media campaign helping to drive business to retail and reach key influencers?
Dritsas: Social media continues to play a big part in the success and ongoing growth of the Dr. Smith’s baby brand. As social media evolves daily, our social and digital marketing efforts continue to expand in this space. Social media and influencers are important in driving business to retail because moms are always looking to reviews and advice from friends and family before they purchase a product for their baby. They want to be sure that what they are putting on their baby is the best product possible, and that it works — fast. As much as we believe in our product, it’s even more important for moms and dads to hear from other moms and dads about how our product works. Consumers don’t want to hear from the brand about how great their products are. They have to hear it from peers. Social media provides the platform for this feedback.