Bristol Myers-Squibb using Baxter to market Moisturel Lotion – Bristol Myers-Squibb Co.; Baxter HealthCare Corp
Westwood Squibb, a division of Bristol Myers-Squibb, New York, is experiencing significant sales increases since signing an exclusive agreement to have the company’s Moisturel Lotion used in pre-packed patient kits assembled by Baxter Healthcare Corp., McGaw Park, Ill.
Westwood Squibb officials estimate the U.S. market for these types of lotions to be more than $50 million, and expect it to grow 4% annually.
The agreement, which took effect in February, is a lifetime contract with escape clauses for both companies. Westwood Squibb is now in the process of quantifying the sales increases.
Baxter put 330 direct sales representatives to work identifying hospitals that would benefit by using the lotion. Westwood Squibb officials said Baxter’s kit sales of the lotion are a good way to introduce the lotion to new hospitals.
Westwood Squibb’s primary reason for picking Baxter as its distributor was its ability to sponsor workshops designed to instruct nurses on the use of the lotion. Westwood Squibb and Baxter are offering the free workshops, titled “Skin Hydration as Infection Control,” to hospitals that buy the lotion.
The workshops allow nurses to earn 2.4 continuing education credits from the American Nursing Assn. The workshops cover: skin as a barrier, the role of moisturization in infection control, identification of pressure points at risk for skin breakdown, the effect of dryness on the epidermal skin layers, the four stages of pressure ulcers, skin hydration therapy and skin assessment programs. The workshops are led by certified nurses who specialize in skin and wound care.
Westwood Squibb also chose Baxter because company officials thought Baxter’s sales force was large enough to offer the greatest access to hospitals, and because Baxter will sell the lotion in bulk as well as packaging it in kits.
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