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COLGATE ORAL PHARMACEUTICALS DIVISION INCLUDES OTC, Rx UNITS

This article was originally published in The Tan Sheet

Executive Summary

COLGATE ORAL PHARMACEUTICALS DIVISION INCLUDES OTC, Rx UNITS: the company's professional oral care division, to be called the Colgate Oral Pharmaceuticals Division, includes the operations of Vipont Pharmaceuticals, acquired in 1990, and Colgate Hoyt/Gel- Kam. Within the division, the newly-established OTC unit has marketing responsibilities for Precision floss, Peroxyl mouthrinse, Orabase oral protectant, Fluorigard fluoride mouthwash, Viadent toothpaste and mouth rinse, and Viajet oral irrigation products. The prescription products unit has marketing responsibilities for the Gel-Kam, PreviDent, and Phos-Flur brands as well as Colgate toothbrushes and other products being detailed to the dental profession by the company's professional sales force. Establishment of the new structure is intended to allow the oral pharmaceuticals group to "focus on and penetrate the professional and retail segments simultaneously," the firm said. In conjunction with the realignment, Les Lewis has been named director of sales, North America, for the retail OTC business and Bob King has been appointed director of sales, North America, for the professional market. Commenting on the new structure, Jim Leach, commercial director of prescription products, said that the "Colgate/Viadent synergy positions us to deal more effectively with our customers on a day-to-day basis. As a company, we're able to leverage Viadent's retail broker network which will give Colgate Oral Pharmaceuticals a better retail presence with Peroxyl and Orabase. Likewise, the Viadent team now has access to our nationwide profesional sales force, which will strengthen the brand's presence among the dental profession."

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