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Mission Pharmacal for women and babies

This article was originally published in The Tan Sheet

Executive Summary

The San Antonio-based firm extends its products marketed to women into OTC lotions with the acquisition of Dr. Smith's Diaper Ointment from innovator Esrubar and marketer Beta Dermaceuticals. Mission Pharmacal did not disclose financial terms of the Aug. 31 deal, which also includes Rash-n-All Ointment. The firm already markets CitraNatal prenatal vitamins and Ferralet 90 iron therapy Rx products, and will give samples of Dr. Smith's products to health care providers who buy its prescription drugs and can recommend the ointment to patients, said company President Neill Walsdorf, Jr. According to Information Resources Inc., Dr. Smith's sales were $1.85 million, or 1.82 percent of the category, in the 52 weeks ending Aug. 9, excluding sales at Wal-Mart, club stores and convenience stores. Desitin leads the baby ointment category at $15.7 million, or 15.37 percent, Chicago-based IRI data show. Mission Pharmacal expects to extend Dr. Smith's Diaper Ointment nationwide in 2010 before growing Rash-n-All sales
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