SJ Pharmaceuticals was a 30 year old family-owned pharmacy company with a core business marketing and distributing prescription drug products focused in respiratory, urology and cardiology categories. Blue Rhino assisted with the strategy to launch of a new over-the-counter nutraceutical product, Ellura, as a direct-to-consumer offering. We also supported the repositioning and transformation of the company from a traditional pharmaceutical company into a nutritive health and wellness business. This company has since been rebranded as SolvWellness.