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HI-TECH PHARMACAL's DIABETIC TUSSIN AD LAUNCH SET FOR FOURTH QUARTER

This article was originally published in The Tan Sheet

Executive Summary

HI-TECH PHARMACAL's DIABETIC TUSSIN AD LAUNCH SET FOR FOURTH QUARTER following the summer introduction of the cough/cold remedy, the company's Amityville, N.Y.-based Health Care Products subsidiary announced Sept. 13. The product "is formulated without sugar, sodium, alcohol, fructose, sorbitol, decongestants, dyes and antihistamines," according to the company, and targets the "more than 20 mil. people with diabetes and those who require salt and sugar restricted diets." Available in two clear, cherry-vanilla flavored formulas, DM and maximum strength EX, Diabetic Tussin began arriving on-shelf in August, Hi-Tech Pharmacal said. Both liquid formulas carry an average wholesale price of $ 3.50 for a four-ounce bottle. The DM formula contains 10 mg/5 ml dextromethorphan hydrobromide as a cough suppressant and 100 mg/5 ml guaifenesin as an expectorant and is indicated for coughs and chest congestion. The maximum strength EX formula only includes guaifenesin 100 mg/5 ml. Both products will be promoted in eight-piece counter display units. Direct-to-consumer and professional advertising for Diabetic Tussin is being handled by New York-based Bruce Novograd, Hi-Tech Pharmacal said. "An aggressive advertising and pharmacy campaign" expected to "generate professional recommendations" is also slated to begin during the fourth quarter of 1993. Consumer advertising will include print media and national radio, while the pharmacy effort will focus on pharmacy journal advertising, direct mail, and consumer education pamphlets, the company said. Hi-Tech predicted that Diabetic Tussin could capture "significant marketshare among sugar and alcohol free cough and cold remedies," a category which Hi-Tech Pharmacal called a "fast growing segment of the $ 400 mil.-plus cough and cold category." The company joins a number of manufacturers marketing cough/cold therapies to the diabetic population, including Kramer Labs (Safe Tussin 30) and Hershey (Luden's Sugar Free). Hi-Tech Pharmacal manufactures private label OTC and prescription drugs in liquid and semi-solid dosage forms. In addition, the company recently formed an OTC division to handle the development of "unique" proprietary OTCs ("The Tan Sheet" June 14, p. 10). In fiscal 1993 ended April 30, the company recorded a 43% sales gain to $ 10.7 mil.
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