Avadim Health

The Situation

Avadim Health has a portfolio of clinically proven products with a successful track record in Acute Care, Long Term Care, Government and Sports Medicine channels. Their desire was to enter the Retail channel in order to reach and bring forward innovative solutions for unmet consumer needs. They were looking for strategic direction to expand their business in OTC and Pharmacy within the Food, Drug, Mass, and Club Classes of trade. Their initial position was to utilize a national sales rep agency, which assisted in capturing a few retailers, but they soon came to the conclusion that they needed to move quicker and develop a relationship with a team that becomes passionately involved with their culture and goals……Provide a “True Extension” to their sophisticated internal Team. As a result, Avadim was referred to The Swanson Group (TSG) to discuss a possible relationship to help build their Retail business. They subsequently named TSG as their exclusive National Retail Channels agency partner for Strategy and Sales Execution in August 2017.

Ensuing Actions
  • TSG met with Avadim to fully understand their history and goals and conducted a thorough review of their initial Go-To-Market launch.
  • A succinct business plan for Retail and immediate retailer goals were mutually developed, including overall channel strategy and specific tactics to succeed at each retailer.
  • A compelling story was developed to close the white space opportunity that existed for Theraworx Relief, with millions of underserved leg cramp, muscle spasm and restless leg syndrome sufferers.
  • A powerful sales presentation was assembled that showed the Retailer how they could capitalize on this product/solution opportunity and how that translated into significant incremental sales and profits. This included a specific retailer Pain Relief category assessment, consumer research, merchandising solutions, pharmacist interaction programs, trade promotional planning, consumer advertising, and consumer education.
  • product/packaging size change for Theraworx Relief to better adapt to key retailers plan-o-grams was recommended by TSG that was adopted by Avadim.
  • TSG leveraged its’ multiple level retailer network to gain access to all key decision makers at the targeted retailers.
  • Continuous, meaningful follow up occurred with key decision makers between initial presentation and decision deadlines to insure distribution was gained for Theraworx Relief.

The results

The success below on Theraworx Relief is allowing the Team to strategically discuss our next pipeline of products, that will again provide new solutions to many more consumers, as well as incremental profits to retailers and the client.


Number of stores distribution gained including Walgreens, Walmart, Target, Health Mart, Albertsons and Kroger


Sku rank in Dollars in Pain Relief category at a leading National Drug Chain


Number of Pharmacies Theraworx Relief Counter displays placed in at major Southeastern USA Grocery chain


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