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Make the most of infant health

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Make the most of infant health

More and more parents are going to supermarkets for their children’s health products. So how do we get more parents purchasing in pharmacy?

Some of the babycare market has slipped away from pharmacies, as supermarkets entice parents with cut-price promotions and big brand offerings. However, infant and child health is still an important pharmacy category, with parents relying on their local pharmacy for many of their healthcare needs.

While local pharmacies are a key destination for over-the-counter products or prescriptions, research commissioned by Nurofen for Children last year revealed that only one in 10 mums makes a pharmacy her main port of call for health advice. In response to the research, Nurofen for Children launched the Pharmacy Stars initiative in order to help share best practice in child health among pharmacy staff across the UK.

Supportive role

Increasingly, many parents are having little regular interaction with their health visitor. This provides an ideal opportunity for pharmacists to advise on key practical childhood issues that require ongoing support. Judith Hough, co-founder of potty training brand Dry Like Me, believes that pharmacies offering specialist advice on potty training would increase the chances of success.

‘Potty training is starting later and lasting longer, with some children still in nappies when they start school,’ she says. ‘This trend has helped sales of Dry Like Me, as parents look for a solution. We increasingly see that parents are seeking advice on how to potty train, sometimes just to confirm what they actually already know and give them confidence, but also on matters such as constipation. By the time parents take their child to the doctor or seek help from a health visitor, problems may well have become established and are therefore harder to put right.’

Pharmacists and pharmacy teams should provide advice and reassurance that echoes that of a midwife or health visitor, suggests Jane Mayall, head of marketing at goat babymilk company Nannycare, ‘A lot of formula-fed babies suffer from colic, constipation, reflux or other minor feeding issues,’ she says. ‘Research shows that 96 per cent of parents of such babies don’t go to see the doctor, but simply try switching to a different brand.

The issues surrounding children's health change with the seasons, so merchandis-ing and information should be the pharmacist's best friend.

Currently many pharmacy outlets only stock cow’s milk formula, which is unlikely to make a difference if a switch occurs.’ Nannycare Goat milk First Infant Milk has a three-year shelf life and can be considered for recommendation to mums of babies who have minor feeding issues with mainstream cow’s milk brands, suggests Ms Mayall.

Friendly ear for parents According to Tess Clarke, Milton’s commercial and marketing manager, a pharmacist who can offer a friendly ear to a worried parent will be the pharmacist with repeat customers. ‘The issues surrounding children’s health change with the seasons, so merchandising and information should be the pharmacist’s best friend,’ she says.

‘Well-informed staff on prevention of illness, such as how to clean a paddling pool correctly to avoid sickness, how to apply sun lotion correctly and how often, etc, can help to boost sales. All these relevant products could be merchandised together by usage occasion rather than the using brand blocking method, that way parents can see all they will need in one area and make it easier for them to shop.’

Nanja Ummels, brand manager at Nelsons, says that it’s important that pharmacies provide clear information to new parents on some of the most common baby ailments, such as colic, coughs and teething pain.

According to Nelsons, the UK colic category was valued at approximately £9.3 million in 2013, representing about four per cent of the total children’s OTC healthcare value. The launch of Nelsons Colica Granules is set to grow the category with its innovative new granule format, says the brand.

‘Pharmacies should be there to remind parents they are not alone in dealing with their baby’s ailments,’ says Ms Ummels.

‘Colic, in particular, can be a very distressing time for parents. Pharmacists should be able to clearly explain what colic is, how it’s different from lactose intolerance and provide guidance on which product would be most suitable for their little one.’ 

Government plans to tackle the ‘great scandal’ of childhood obesity as a healthcare priority

Health secretary Jeremy Hunt has vowed to make tackling the ‘great scandal’ of childhood obesity one of the main priorities of this parliament. In a speech to health leaders in central London, he said, ‘At the start of parliment you have a chance to put in place a national strategy to reduce diabetes and indeed particularly childhood obesity, which I think is a great scandal. Having one in five children at primary school clinically obese is something that we cannot say we accept.’

 

Seventy-five per cent of parents believe natural baby products are as effective as other forms of baby healthcare products and 63 per cent of parents seek out natural alternatives where possible to use on their baby. It’s vital for pharmacies to ensure they have a number of natural baby healthcare products available for parents that are easy to find on shelf.’

User-friendly products

As technology advances, products are increasingly aimed at making life easier for parents and children. The Dentinox Medicine Dispenser, for example, allows parents to deliver accurate doses of medicine via an orthodontic silicone teat, on which baby can draw medicine into his or her mouth.

Meanwhile, Braun thermometers’ new Age Precision technology is designed to take the guesswork out of monitoring a child’s temperature. The user can set the age (0-3 months, 3-36 months, 36 months to adult) and quickly interpret the temperature reading through a new colour- coded display feature.

‘Braun’s latest generation of thermometers provides pharmacists with the ability to offer an enhanced range of thermometers to their customers,’ says Andrea Halabrinova, marketing manager at Braun Healthcare. ‘We have also entered the non-invasive market, and the No Touch And Forehead Thermometer, which offers breakthrough duel technology, is the only thermometer to offer both a “touch” and “no touch” mode.’

Stocking tried and trusted brands, or products praised by key baby/child magazines, is also essential to attract customers into the pharmacy. Oilatum is the number one prescribed emollient wash range, and GSK recommends stocking its Oilatum Daily Junior range (Lotion, Shampoo, Head to Toe Wash and Bath Foam) on the baby aisle to help grow the category.

Weleda’s Calendula Nappy Change Cream celebrates 30 years as a best-selling natural baby balm, while Snufflebabe Vapour Rub has officially been ‘crowned’ the Hero Health Product for Kids in this year’s Prima Baby Awards 2015.

New double-action Metanium Everyday Easy Spray Barrier Lotion is similar in formulation to the Prima Baby magazine Gold award-winning Metanium Everyday Barrier Ointment. Mult-Mam, a range of products to help breastfeeding women, was also selected for the shortlist of this year’s Prima Baby Awards.

Comment

Ashley Cohen, Pharm-Assist (Healthcare), Leeds ‘Child and infant health is absolutely essential; I’d say it was bread and butter for us. For us, this is especially through minor ailments schemes, as we are in highly deprived areas. Most of our area right behind the till is largely child- related, I would say. We produce leaflets and coasters for our pharmacies linking to coughs and colds and summer aches and pain and allergies, etc. We try to hand out leaflets at local surgeries and occasionally we’ll do advertorials in the local press, which promote the minor ailments schemes as well. ‘Eye level is buy level’ is the most important thing to remember for this category. Parents coming in with children will often buy the first appropriate thing they see. The only thing that frustrates me is around parents who are not prepared to spend money on the branded stock for their children. People expect everything to be free of charge. The first question I often hear is, ‘Can I have it for free?’’

 

Coll Michaels, Calverton Pharmacy, Luton ‘Child and infant health is very important. We have plenty of customers asking for vitamins, colic treatment and nappy rash treatments, although we sell little in the way of baby milks. Pain relief, temperature control and coughs and colds advice for children are the largest areas in the category. Over the years the number of cough products available for children has diminished and now the products we can recommend under the age of 12 are very limited. Calpol would be the biggest seller for us. Staff knowledge is key for any pharmacy to do well when it comes to infant health. Getting the stock right, getting the right products in and with the right mix of products is pretty important, too, but great staff knowledge is absolutely essential.’

 

Michael Ball, Broadway Pharmacy, Preston ‘Families really appreciate the advice from pharmacists and around infant and children’s health. It’s extremely important that pharmacy staff keep their knowledge up to date. The most common enquires tend to be around feeding, colic, nappy rash, dermatitis and teething. Quite often, parents just need reinforcement that they are dealing with things correctly. We regularly hold in-store events to focus on promoting particular product ranges and showcase their benefits.’

 

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