HEALTH

The new world of targeted, specialized medicines — many of them bioengineered and many of them aimed at smaller and smaller segments of the population — isn’t just on its way. It’s here. And it’s going to radically change the practice of pharmacy.

Here’s an eye-opener: Specialty drugs will likely account for 50% of all drug costs by 2018, up from 28.7% of total prescription drug costs in 2012.

WASHINGTON — The Council for Responsible Nutrition last week issued recommended guidelines for caffeine-containing dietary supplement products, expanding its self-regulatory initiatives that encourage best practices within the supplement industry. 

PITTSBURGH — GNC last week launched a nationwide campaign for customers to enter their own personal health-and-wellness success stories in the "Me on GNC" photo and video contest. The competition offers $100,000 in prizes for the best photo and video submissions, with the help of the GNC online community.

WASHINGTON — The Council for Responsible Nutrition on Monday named six new members, including Aurora Algae, Nature’s Sources, Reckitt Benckiser, Sirio Pharma, Watson and international member JJ Health.    

British conglomerate Reckitt Benckiser recently acquired Schiff Nutrition, marking the entry of a new major CPG player into the dietary supplement space. Reckitt Benckiser now markets several supplement brands including Digestive Advantage, MegaRed and Schiff Move Free. 

NEW YORK — Virgo on Monday announced the finalists of its inaugural Insights Awards, to be awarded May 1 at the SupplySide MarketPlace opening presentation at the Jacob Javits Center here. 

BIRMINGHAM, Ala. — Novo Nordisk has launched a diabetes awareness sweepstakes in which the winners get a free trip to the 2013 IndyCar finale, the Danish drug maker said Friday.

The company announced that it had hired IZOD IndyCar Series Charlie Kimball as spokesman for its Race with Insulin contest. Kimball, the first licensed driver with diabetes to race at the highest level of the series, was diagnosed with the disease during a routine doctor visit in 2007 while racing in Europe and is a user of Novo Nordisk's NovoLog (insulin aspart [rDNA origin]).

WHITE PLAINS, N.Y. — Merz on Friday announced the introduction of new packaging for its Mederma Stretch Marks Therapy that "addresses major retail challenges."

According to Merz, Mederma Stretch Marks Therapy has one retail facing, is usually on the bottom shelf and is housed among a disparate array of skin care products, all with heavy blocking. It also has a $40 price tag, which is higher than most drug store products, and which also earns it security devices like Lucite keepers and spiders in some stores.

NEW YORK — The National Advertising Division on Friday recommended that Matrixx Initiatives discontinue advertising claims that suggest its homeopathic Zicam Cold Remedy products prevent users from catching a cold.

Claims at issue were featured in an advertising campaign that depicted a “Cold Monster” and encouraged treatment with Zicam products at the “pre-cold” stage.