OVER-THE-COUNTER TRANSACTIONS

The launch of Procter-Syntex's Aleve last year illustrates what can be achieved when a supermarket pharmacy works in harmony with the health and beauty care department.In this case, the pharmacist's expertise in promoting a new over-the-counter version of a product formerly sold only by prescription was combined with the HBC buyer's sales and merchandising acumen. As a result, supermarkets were able

The launch of Procter-Syntex's Aleve last year illustrates what can be achieved when a supermarket pharmacy works in harmony with the health and beauty care department.

In this case, the pharmacist's expertise in promoting a new over-the-counter version of a product formerly sold only by prescription was combined with the HBC buyer's sales and merchandising acumen. As a result, supermarkets were able to outpace the competition during the first weeks of Aleve's introduction.

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