Unearthing Opportunities for Growth in Probiotics, Antidiarrheals, and Rehydration Navigating Digestive Health
The Digestive Health category, a longstanding pillar of over-the-counter (OTC) offerings within community pharmacies, has traditionally seen a firm dominance by established brands such as Nexium and Gaviscon. However, recent developments in the healthcare sector, coupled with a discernible shift in consumer behaviour, have unveiled a plethora of potential opportunities in this field. This particularly rings true for preventative categories such as probiotics, antidiarrheals, and rehydration products.
Written by Mark McPhillips, Superintendent Pharmacist, Mark’s StayWell Pharmacy, Ardee
Probiotics: Spotlight on Gut Health
In recent years, the gut microbiome has increasingly captured consumer interest, leading to a parallel surge in the popularity of probiotics. People, especially those grappling with conditions like irritable bowel syndrome (IBS), have begun to play a more active role in managing their health, often turning to preventative measures such as probiotics. As community pharmacists, it becomes imperative to stay at the forefront of the latest developments in this field. This includes keeping abreast of the various probiotic strains available and making informed recommendations on the most suitable formulations to cater to the diverse needs of our patients.
Antidiarrheals: The Silent Essential
Despite their integral role in providing immediate relief for common conditions like diarrhoea, antidiarrheals often don’t receive the recognition they deserve. A rising demand for OTC antidiarrheals such as loperamide has made it essential for pharmacists to maintain well-stocked antidiarrheal sections in their establishments. Equally crucial is the provision of necessary guidance on the correct usage of these products, as well as on potential safety concerns that users should be aware of.
Rehydration Solutions: Breaking Out of the Box
Rehydration solutions, once primarily targeted towards athletes, are now resonating with a broader demographic. With use-cases spanning recovery support to hangover relief, these products are increasingly being recognised for their value across a variety of scenarios. Consequently, the demand for rehydration solutions has been on the rise. To cater to this burgeoning market, pharmacists should offer a diverse range of rehydration solutions. They should also be equipped to provide expert advice on the correct usage of these products to ensure optimal results.
The Rise of Preventive Health
The shift we’re witnessing in the Digestive Health category is reflective of a larger trend – the increasing consumer preference for preventive health measures. StayWell Pharmacist, Mark McPhillips, points out that “digestive health shoppers often prefer off-the-shelf remedies.” This consumer behaviour underlines the importance of effective merchandising strategies and strategic product placements within pharmacies. However, it does not negate the need for expert advice. McPhillips goes on to stress the importance of ensuring that pharmacy support staff are well-equipped and welltrained to discuss lifestyle factors that could be impacting a patient’s digestive health.
Enriching Pharmacy Services
Community pharmacies can enhance digestive health outcomes by widening their service offerings to include programmes like smoking cessation and weight management. These initiatives can significantly contribute to improving overall digestive health. Additionally, reviewing patients’ prescription medicines can help identify if any of the prescribed medications may be contributing to their digestive issues. This way, pharmacists can proactively address potential conflicts and suggest alternatives, where necessary.
Merchandising and Customer Relationships
Merchandising strategies play a pivotal role in the promotion of the digestive health category. Established brands such as Nexium and Gaviscon should be given prominent visual presence within the OTC section of pharmacies. This helps guide customers towards this category. Moreover, when patients are purchasing medicines to treat symptoms, offering preventive solutions can be beneficial. This not only addresses the underlying issue but also strengthens the relationship between the pharmacy and the patient.
Conclusion
While established brands continue to hold significant market shares, emerging trends in digestive health present exciting opportunities for growth in other categories. By strategically expanding our product offerings, engaging in constructive dialogue with our customers about their symptoms and needs, and shifting our focus towards long-term management and prevention, we can navigate this evolving landscape effectively.
The Referral Process
Recognising when a patient’s symptoms warrant further medical attention is a critical aspect of our role as pharmacists. If symptoms don’t respond to treatment or if ‘red flags’ such as severe symptoms persisting for more than three weeks, worsening and unexplained abdominal pain, vomiting blood, dark stools, or unexplained fever are present, a referral to a GP or other medical professional should be made immediately.
Addressing Seasonal Peaks
As the holiday season approaches, a time notorious for overindulgence, the role of community pharmacists becomes even more critical. With GP surgeries and health centres typically closed over the holidays, community pharmacists become the first line of medical advice for those dealing with the discomforts resulting from Christmas excesses. Our preparations for this seasonal peak should include a wellstocked supply of indigestion and heartburn remedies. In addition, we can play a pivotal role in educating our customers about the importance of moderation during the holiday season and offering advice on maintaining digestive health amidst the festivities.
In conclusion, community pharmacists stand at the cusp of a paradigm shift in the Digestive Health category. We can foster a stronger relationship with our customers by identifying and embracing emerging trends, evolving our services to meet changing demands, and providing expert advice. By doing so, we will not only improve health outcomes for our patients but also ensure the future prosperity of our profession.
