Ryan Will Battle Cholesterol, Fight Fatigue In 15 Pharmanex Markets

The Dallas office of Ryan Partnership has landed a one-year, $5 million advertising and promotions account for an all-natural dietary supplements company.
Pharmanex, a Simi Valley, Calif., company which produces and markets brands such as BioGinkgo, Cordy Max, Tegreen, and Cholestin, hired the Westport, Conn.-based Ryan to provide advertising, promotions and public relations in 15 key markets, according to Dallas office executive vice president Dave Williams.
Work on the account is set to break April 1 in those markets. There are plans to add two more markets to the Dallas promotions agency’s mix in the near future.
Point-of-purchase materials will be displayed in grocery and health food stores, while most of the media spending will be allocated for direct mail and radio and newspaper advertising, according to Williams. Creative development will be accomplished at Ryan’s Dallas and Los Angeles locations.
Tom Hall, senior vice president of sales for Pharmanex, said the firm first hired Ryan as one of three project shops in 1997, joining The Seiden Group of New York for consumer creative work and BGM Health Communications of Los Angeles, which targeted medical professionals.
Ryan acquires those shops’ former assignments in the new deal.
The Cholestin product will be the focus of an intensive radio promotion, said Hall. “One of the things we’re trying to do more of this year than last is to bring in the whole Pharmanex family of products” into its advertising, instead of messages for a single line, he added.
The company more than quadrupled sales in a recent test market campaign conducted by Ryan in Tampa, Fla., according to Pharmanex chief executive officer Henry Burdick.
Burdick said Ryan was chosen because of “a strategic decision to approach our markets on a local, grassroots level in partnership with our key retailers.”
Pharmanex, which was founded in 1994, said it will be doubling its product offerings with new introductions later this month. Its products are intended to lower cholesterol levels and improve stamina.