Johnson and Johnson 2009 Annual Report Download - page 15

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companies are recommended to
consumers by dermatologists and
other health care professionals.
A heritage of professional endorsement
is part of product messaging and is a key
to success in many sales channels, ranging
from traditional retail settings to more
innovative new channels such as home
shopping networks, online sales and even
door-to-door sales.
As with the dermatologists on site in
India, well-developed professional
relationships play an important role in
connecting with consumers. Such
relationships have been integral from
the start for some of the most successful
products from the skin care franchise.
® was founded in  at the
Mayo Clinic with a colloidal oatmeal
bath that provided the naturally active
benefits of oats. ® soap,
the product for which the company
was named, was marketed directly
to dermatologists, a novel idea in
the s.
“Each of the brands in the skin care
franchise has brought learnings about
developing these relationships,” says
May. “Today we work with
dermatologists at many dierent
levels, from product development to
consumer education, driving
innovation to meet consumer needs.”
A feature of the agship ® store in Mumbai, India, is the ™ analyzer, a digital
imaging system that uses photographs to create an objective starting point to assess skin’s current condition and monitor progress over
a set period of time. The ™ analyzer helps ® educate and communicate with customers by using photos to show
and enhance problematic areas on the individual’s skin.
JOHNSON & JOHNSON 2009 ANNUAL REPORT 13