DERMATOLOGIST RECOMMENDATIONS HAVE MADE CERAVE THE BEST-SELLING MASS MARKET SKIN CARE BRAND.
Emerging and established brands pump big dollars into product creation and marketing. An often-overlooked strategy is to leverage the link between dermatologists and pharmacists. Outreach to derms can generate sales, even for DTC brands. Simple and inexpensive sales materials distributed to pharmacists and elicit sales.
The drugstore channel is no longer the only channel staffed by pharmacists. CVS and Walmart are the largest retailers with pharmacies, but Walmart, Kroger, Publix, Target (powered by CVS) and even Costco all rank on the list of retailers with the most pharmacies.
Pharmacists consistently rank number one as the most trusted profession and their recommendations for products are followed a whopping 96% of the time, according to data presented at the recent Dermatology and Retail Alliance.
The alliance was created to foster greater communications between pharmacists and dermatologists. Now in its third year, the most recent gathering was held in Austin, Texas and attended by 15 U.S. dermatologists, 20 key retail executives, three partner organizations and leaders from CeraVe and La Roche-Posay USA.
(Source : Cosmoprof North America Faye Brookman)
