Discretion, empathy and product knowledge boost the pharmacy incontinence care market
Borth Pharmacy’s Superintendent Pharmacist Gary Jones, who for the past 12 months has dedicated one fifth of total retail space to incontinence products, believes that not only is incontinence care a growing market with lots of unexplored potential but also that pharmacies are perfectly placed to offer care for this common health problem.
He says: ‘People prefer to exercise discretion when purchasing these types of products. The pharmacy environment offers the time, space and privacy to make a product selection which can be complex given the need to select the right absorbency and format for the customer’s lifestyle needs.
Alphega Pharmacy member and Alvita customer, Mr Jones, says in his pharmacy the most popular product is the Alvita briefs range, which is essentially ordinary underwear with absorbent padding and an elasticated waist for comfort and size flexibility.
“These are the best sellers not only because they are easy to use and comfortable and don’t resemble a nappy – but also because they are not readily available on the NHS. They are easy to use, especially for patients with dementia problems, as they are the same as wearing underwear.”
His staff are trained to approach customers discreetly, particularly older customers who are browsing or shopping in the sanitary protection aisle. He says: “In most cases people are not too shy to ask us directly for help. It is only when you have other customers in the shop that they do not want to discuss this in public.”
The pharmacy also offers a home delivery service, which delivers products in grey sealed bags. Mr Jones says: “We have added them on to our PMR system and all customers need to say is ‘Can I reorder my incontinence product’ and we know the product and quantity they require.”
The Alvita range in detail
Mr Jones describes the Alvita range as an excellent quality product. He says: “In fact, the hospital incontinence nurse said she was very impressed and would be recommending the range herself. I’ve certainly had no complaints about product quality.”
The Alvita range comprises high quality products for moderate to heavy incontinence, and from early 2015 will also include new light incontinence products.
Alvita absorbent pants and all-in-one pants come in several sizes and absorbencies. All products feature the Alvita Air System, which makes the products breathable and minimises the risk of skin irritation, as well as an odour neutraliser, to control urine odours. The ultra-soft cover keeps moisture away from the skin for comfort and dryness while absorbent layers rapidly trap fluids and prevent leakages.
With new lower prices, the Alvita product range offers even better value for money for patients. Alvita is available from Alliance Healthcare and provides pharmacists with the assurance of reliable distribution and customer service support.
TOP SALES TIPS
• Have products readily available on the shelf, merchandised in order of type, size and absorbency
• Have a leaflet with pictures clearly stating what is available, and offer free product samples
• Stock a range that is mainly sold through independent pharmacy, to build loyalty and encourage repeat visits
• Proactively approach customers browsing the incontinence care or sanitary protection fixtures, but be discreet – avoid being overheard by other customers
• Give consumers a lower priced but high quality alternative to the leading brands
• Choose an area of the pharmacy that is discreet, but accessible by counter staff to give advice if needed
Customers can order from the Alvita incontinence range via their PMR system or by contacting their local Alliance Healthcare Customer Services team.
For further information please contact: email@example.com or 0203 044 8398
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