This site is intended for Healthcare Professionals only

A resource for first-time mums

Clinical bookmark icon off

A resource for first-time mums

Education in the pharmacy for new parents is great for the community and draws in new customers

Coping with a newborn is often a daunting experience. Advice and education are key to help parents feel confident in the decisions they are making. Many newborn essentials are bought from supermarkets and grocery stories, but when it comes to a baby’s health, parents want to speak to a healthcare professional. What advice and support can the baby care brands offer to pharmacies to help them stand out from the rest?

1. Attract customer attention

"Holding a themed open day is a great way to raise awareness of colic," says Laura Hagon, assistant brand manager for new Bio-Kult Infantis product for colic. "At Bio-Kult, we have a team of nutritional advisors who could spend some time in a pharmacy educating parents and handing out information. Many parents look to the internet for advice first, often viewing information on blogs, social media and websites. Pharmacies could take advantage of this by having an online presence, such as a Facebook or Twitter page."

2. Offer one-to-one support

"Pharmacies should be there to remind parents they are not alone in dealing with their baby’s ailments," says Ngaire Mitchell, senior brand manager at Nelsons Baby. "Nelsons has created a comprehensive booklet for new parents on how to deal with colic, coughs and teething pain. This is available for all pharmacies to provide to their customers and includes coupons to purchase Nelsons Teetha and new Nelsons Colica."

"Symptoms of cradle cap can look alarming to parents of newborns, particularly when crusts form or if the hair starts to come away,’ says Sharon Skelton, general manager of Crosscare (Europe) Ltd. ‘Parents should be assured that the condition is completely harmless and isn’t contagious or caused by a lack of cleanliness. New Colief Baby Scalp Oil is a gentle product to treat these symptoms and is a fantastic addition to the Colief range, each based on naturally derived ingredients."

3. Stock key brands

According to popular infant feeding brand SMA, 75 per cent of shoppers will go to a different store if they can’t get exactly what they want in terms of infant formula brand and baby stage. Therefore, it’s important that pharmacists keep the range of products that parents will expect on the shelf at all times. Pharmacies with limited shelf space should concentrate on a range that fulfills specific needs, ie first stage and specialised formulas.

4. Provide a choice

"A lot of formula-fed babies suffer from colic, constipation, reflux or other minor feeding issues,’ says Jane Mayall, head of marketing at Nannycare. ‘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. Currently, many pharmacy outlets only stock cow’s milk formula, which is unlikely to make a difference. Nannycare formula is based on goat milk, a genuinely different protein source."

5. Make life easier

Many women switch completely, or partly, to bottle-feeding at some point. "First Choice+ Bottles from NUK feature the new First Choice+ Orthodontic Silicone Teat, which is modelled on a mother’s nipple during breastfeeding," says Chris Clarke, NUK UK marketing manager. "The clinical trial has shown that mums really do find it easy to alternate between breastfeeding and bottle feeding with our new First Choice+ Teat. This gives mums a bit more flexibility in those situations when it’s just not possible to breastfeed."

6. Remember cross-selling

"The pharmacist has an opportunity to encourage a dual purchase when a parent or carer requests a nappy rash treatment," says Jane Draude, Metanium brand manager at Thornton & Ross. "Metanium Nappy Rash Ointment is licensed specifically to treat and soothe nappy rash; it has cleared, Metanium Everyday Barrier Ointment or Metanium Everyday Easy Spray Barrier Lotion can be used at each nappy change to help protect against further bouts."

7. Be innovative

Katie Murphy of Baby&More says the baby care market is full of brilliant ideas devised by mums themselves. "By speaking to these mumpreneurs, pharmacies can gain great insight into what mums are looking for, as well as unearthing some of the most original products on the market," she says. "The Mum2Mum bib range performs excellently within pharmacies and the price point makes them a great impulse purchase."

"Pharmacies should stock innovative products for babies from birth, together with conventional products," says Elena Markaryan, of EnteroMed Ltd. "The launch of products such as Enterosgel in the UK has provided new opportunities for pharmacists in the baby category," she says. Enterosgel has been used for years in other countries and is available in the UK only through pharmacies, she adds. 

8. Promote seasonal products 

Jo Dickinson, senior marketing manager at Milton, says that the needs of parent and babies change all the time. "As we go into spring, parents tend to be out and about more with their families," she says. "Products that help keep babies and children safe while outside can be displayed alongside the travel essentials, such as the Milton Mini portable steriliser, hand cleaning gels, sun creams etc."

According to a Euromonitor’s August 2014 report on baby and child-specific products in the UK, the strongest-performing category in 2013 was baby- and child-specific sun care. "Pharmacists must advise on product ingredients and safety, because parents don’t always know what is safe for new babies", says Rajeshwar Sandhan at Mustela UK. "We offer a chest rub ‘soothing comfort balm’ from newborn and also suncare products – which usually start from six months – for newborns."

9. Offer variety

"Mums buy into brands and will want to have access to parts of all the range," says Natalie Harrison, marketing coordinator for Mam UK. ‘Research shows mums’ main concerns when pregnant, in order, are bottle teat acceptance, ease of cleaning, and colic. Our bottle has the
highest acceptance rate of 94 per cent, our bottles self-sterilise without the need of a steriliser and our innovative base reduces air bubbles in the bottle/colic by 80 per cent. Pharmacies can display our small breast milk bottle in a new promotional CDU for mums to buy and try for £3.49.’ 

10. Help new mums, too

Donna Wilson, TENA training and brand manager says that pharmacists and pharmacy staff are in an ideal position to offer reassurance to first-time mums experiencing light bladder weakness. "It’s beneficial for pharmacy staff to have a good knowledge of the different products on offer, to enable women to get the correct product for their needs," she says. "To help support and guide women through their pelvic floor training, lights by TENA has developed the ‘My PFF’ (my pelvic floor fitness) mobile app."

Copy Link copy link button

Clinical

Let’s get clinical. Follow the links below to find out more about the latest clinical insight in community pharmacy.

Share: