Q&A: Sandoz’s Schofield discusses blueprint for AmLactin brand

Since Sandoz acquired the AmLactin family of skin care brands from Upsher-Smith Laboratories last December, the company has been hammering out a growth strategy for the consumer skin care brand. With its strong heritage in the fast-expanding therapeutic segment of skin care, AmLactin offers rich potential for retailers to build that portion of their business. Brant Schofield, VP and general manager of dermatology at Sandoz, shared with Drug Store News the blueprint for AmLactin’s growth under Sandoz.

DSN: How does AmLactin fit into your portfolio?

Brant Schofield: AmLactin is a new business for us, but the product category is not new for our dermatology business. We have a branded prescription business and a big generic prescription business with more than 70 reps calling on about 7,000 to 10,000 healthcare providers with prescription products. AmLactin is our first foray into the consumer dermatology business, but it is a consumer product that is promoted to dermatologists, and recommended by dermatologists. Dermatologists do a lot of different tasks. They write prescriptions, but they also recommend moisturizers and cleansers. We didn’t have a product in that area, so this was a good opportunity for us to get into that space. Dermatologists know this brand. It has been out there for a long time, but it hasn’t been promoted a lot lately. Given the sales force we have in place, we have an opportunity to get the brand back out in front of them.

DSN: What are your plans to expand its footprint?

Schofield: This brand will get a lot bigger. We are working on many innovations, including new formulations, different pack sizes and different presentations. We are going to expand the retail presence beyond where it is today. We will accomplish all of the aspects you’d expect with a consumer brand and we’ll combine that with the professional detailing we are doing. In general, we’re looking to expand our consumer business beyond AmLactin. This is just the start. It is our foothold in the business, and we can get a lot bigger. From a pure distribution standpoint, we feel the opportunity is significant to expand the places you can find AmLactin and numbers of doors within those companies. We want to get the business moving and get the turns up, and the doors will come from there.

DSN: A lot of growth in skin care is coming from therapeutic skin care. What’s driving that?

Schofield: The therapeutic skin care segment is growing a lot faster than other parts. We feel this is driven by people looking for solutions, especially those who are self-medicating and treating. People are looking for these solutions at the shelf. They want to avoid co-pays. They don’t go to the doctor every time. It is being driven also by the aging population and people with disposable income who want to look and feel better. That’s why therapeutic skin care is booming right now. There aren’t a lot of companies out promoting and sampling to physicians. I think that’s an opportunity.

DSN: What are the hero products and AmLactin’s differentiation characteristics?

Schofield: We are doing well with Rapid Relief. It is resonating well with physicians, and we are seeing a direct lift from that channel. It’s a great moisturizer.

DSN: How can retailers maximize sales in this segment?

Schofield: The power of the professional recommendation is spectacular. We’re out there with dermatologists, and they are writing prescriptions and recommending products. The patients are going into your stores for AmLactin, but they also buy prescriptions and other products and can develop into regular customers. Also, the dermatology patient tends to be more affluent, which also benefits sales.

The pharmacist is a big influencer in this space, too. People walk up to the counter and ask for advice, so it is important for them to know how this product fits into this space.