Q&A: FLAVORx delivers on brand promise

DSN: FLAVORx last year rebranded themselves with the tagline “Healthy Kids + Happy Moms”. How should this message resonate with retailers?

 

Stuart Amos: Last year we dedicated ourselves to uncovering the strategic initiatives in retail pharmacy and how we could better fit the needs of all of our customers. After countless discussions with pharmacy leaders we quickly discovered that we have an excellent product, but we just weren’t telling the right story. FLAVORx has now shifted its focus to customer engagement, personalization and shopper delight, moving away from simply flavoring yucky tasting medicine, which is how most people think of us. 

 

Giving children more control of  the medicine-time experience is a very popular theme. By that, I mean our products give pharmacy customers the power of choice when it comes to the taste of their medicine. It’s a fact that emerging new buying markets, Millennials and Latinas, are looking for choice and personalization. FLAVORx can give pharmacists and pharmacy techs the power to better engage with their customers and connect with them on a more personal level. And more importantly, they are helping remove the stress of medicine-time for children and parents.

 

DSN: How is FLAVORx delivering on that brand promise?

 

Stuart Amos: Our job is to work with pharmacy executives and field teams to help them maximize the impact of the flavor choice program while minimizing or eliminating the impact on pharmacy workflow. All pharmacies have a core focus and we would never ask them to lose sight of those initiatives. Based on everything we’ve seen, heard, and read, we strongly believe we compliment most pharmacy goals very well. We have recently partnered with WSL Strategic, a retail analysis company, to help us and our pharmacy partners understand each other better and come together to elevate the customer experience.

 

We are also committed delivering new innovate products, including OTC options like Pill Glide, that fit a customer need. Our goal is for FLAVORx products to continue to surprise and delight the pharmacy customer.

 

DSN: What are some of the new system introductions that are helping FLAVORx improve pharmacy flow?

 

Stuart Amos: The Fillmaster Plus continues to be very popular with pharmacy operators, pharmacists and pharmacy technicians. Feedback from Fillmaster Plus customers has exceeded even our expectations due to how quickly and accurately the technology reconstitutes medication and simplifies the flavoring process. We’ve even begun work on a fully automated device that eliminates all the time it takes to change the taste of antibiotics. We expect to have this technology available to the market later this year. 

 

Of particular note is the FillPure Water Quality Assurance Program, available through our sister company, Fillmaster Systems. With FillPure, we take responsibility for water filtration system maintenance and reporting, ensuring pharmacies are dispensing the highest quality water possible for all their customers. FillPure is currently in use in over 14,000 pharmacies across the country.