Infants' Tylenol recall handled well (4460)

McNeil Consumer Healthcare announced today a recall of Infants’ Tylenol Oral Suspension, a grape flavored liquid medicine that comes in one-ounce bottles and is accompanied by a plastic dosing syringe. After receiving customer complaints about the functionality of the product, McNeil decided to issue a voluntary recall of over half a million units.

The way the product works is that the medicine bottle itself has a seal at the top into which the dosing syringe is inserted to pull the medicine into the syringe cleanly, without dripping all over the place. The problem that customers were experiencing was that when they inserted the syringe into the seal, the seal itself would break off and fall down into the medicine. The situation was in no way dangerous, just inconvenient.

McNeil made an excellent decision. Even though the problem with the product is not dangerous, the recall boosts the reputation of the Tylenol brand as being dedicated to the satisfaction of its consumers. It sends a message that even a slight irritation customers might experience with a product will not be accepted.

The news of the recall broke a little after noon today, and all the national news outlets have been reporting on it. The company has presented a wealth of information for the public at www.tylenol.com. The news release on the website offers a description of the problem, an apology from the company’s president, contact information and refund information. The news release also contains a link to frequently asked questions and a link to a YouTube video, which demonstrates how to use the product and offers refund information for consumers who experienced problems.

This was handled incredibly well. The New York Times reported that only 17 customers complained before McNeil decided to recall all 574,000 units. That shows a great concern for brand image and customer satisfaction. Not only does the recall itself show a commitment to 100 percent customer satisfaction, but the information presented by the company is comprehensive, transparent and easily navigable.

Good PR.

Sources:

“J & J Consumer Health Unit Recalls Infant Tylenol,” by AP via The New York Times. Retrieved from http://www.nytimes.com/aponline/2012/02/17/business/AP-US-Johnson-Johnson-Infant-Tylenol-Recall.html?_r=1&ref=business

“J & J’s McNeil Unit Recalls Infants’ Tylenol,” by Aaron Smith via CNN Money. Retrieved from http://money.cnn.com/2012/02/17/news/companies/tylenol_recall/index.htm?hpt=he_c2

“A Message to Parents and Caregivers From the Makers of Infants’ TYLENOL,” news release via tylenol.com. Retrieved from http://www.tylenol.com/page2.jhtml?id=tylenol/news/subp_tylenol_recall_9.inc

“How to Use Infants’ TYLENOL SimpleMeasure,” video via YouTube TYLENOLOFFICIAL’s Channel. Retrieved from http://www.youtube.com/tylenol