This site is intended for Healthcare Professionals only

How pharmacies help keep new mums happy

OTC bookmark icon off

How pharmacies help keep new mums happy

Looking out for perinatal mental illness is just one area where pharmacy teams can help new mothers

Perinatal mental illnesses, including post-natal depression, affects at least 10 per cent of women, according to the NSPCC, and, if untreated, can have a devastating impact on them and their families. The children’s charity’s ‘Spotlight on perinatal health’ report says post-natal depression and other perinatal conditions can easily be overlooked. First-time mothers may not necessarily recognise the symptoms in themselves, putting the way they feel down to stress, sleeplessness or just because they are adjusting to parenthood.

The role of the pharmacy team in supporting women with perinatal mental illness, and their families, is often overlooked. The report’s author, Sally Hogg, believes that pharmacists can play a valuable role in supporting expectant and new mums who are, or who may be at risk of being ill.

Pharmacists can help get the message out that there is expert counselling available for women with mental illness, either pre-conception or support during pregnancy. ‘Ensure that women of child-bearing age who use medication for a mental illness know how to access pre- conception counselling, to help them understand how to manage their illness if they wish to have children,’ says Ms Hogg.

‘You can offer both kind words of understanding and advice and signpost women to relevant services. I spoke to one mum who had very severe postnatal depression, who told of how her pharmacist made the connection between the medication she was collecting and the fact that she had a new baby, and took the time to talk about his wife’s experience with postnatal depression. The mum said, “I suddenly felt understood and supported’.’’

The NSPCC suggests that pharmacists talk to local GPs and midwives to find out about support available locally, so they can signpost them to appropriate sources of help – and also to know who to contact if you have concerns. Leaflets or posters in-pharmacy may also help raise awareness of perinatal mental illness and help parents know where they can turn for help.

The Maternal Mental Health Alliance is a coalition of more than 40 organisations, including the Royal Colleges of Midwives, Nurses, GPs and Psychiatrists and the NSPCC, focused on improving the mental health and wellbeing of women and their children in pregnancy and the first postnatal year. A Comic Relief grant is behind a national three-year campaign: Maternal Mental Health – Everyone’s Business. The campaign aims to ensure that all women in the UK have access to expert mental health care during pregnancy and postnatally. The organisation says that it welcomes links with community pharmacists.

Matters for mothers

Stress incontinence is particularly prevalent after childbirth, but many women simply stay silent or use inefficient, unsuitable products to deal with light bladder weakness following childbirth. ‘Midwives and medical professionals can make a big difference by making sure they are aware that light bladder weakness is surprisingly common,’ according to TENA. ‘Fifty per cent of women report that they suffer from the problem. Lights by TENA are specially designed to help.’

Careful merchandising will help reach new parents with other products, again making it easier for them to shop. ‘Use the pregnancy fixture to promote products such as iron supplements and haemorrhoid creams as well as the topical creams fixtures. Include posters and POS materials to help the customer understand how the product could help.’

Andrew Thomas, managing director and Founder of BetterYou, believes that supplementing vitamin D might improve health in pregnant women, new mums and babies. ‘Vitamin D deficiency has previously been linked to depression and other mental disorders,’ he says. The importance of pregnant women getting enough vitamin D has long been a serious concern, and the issue has even been discussed in the House of Commons. Babies are born with about half of the mother's vitamin D levels, and as only 10 per cent of the body’s requirements are satisfied by diet, it is more important than ever that pregnant women’s vitamin D levels are at an optimum.’

The company’s brand DLuxPregnancy is a spray – a convenient way to supplement vitamin D3, especially with morning sickness when it is harder for the body to retain the nutrients. Stress levels can be pushed to the limits for first-time parents – and a baby that won’t stop crying doesn’t make things any easier. Knowing how concerning it can be to deal with a fractious new baby, Calpol has developed an app to advise parents on the symptoms of the most common childhood illnesses, to download free via iTunes.

McNeil Products has added a ‘Children's Health’ module to its Pharmacy Training Club, to support community pharmacists when talking to new parents. By completing this module, the company hopes that pharmacy teams will learn more about children's health and some of the products that are available to alleviate symptoms.

Baby care

A recent study conducted by Sudocrem has shown that only 20 per cent of mums take steps to prevent recurring nappy rash. Nappy rash can lead to sleepless nights and can be mistaken for serious illness by inexperienced parents.

Advising parents on prevention is important. Sudocrem has joined forces with expert midwife Nikki Khan to launch an education programme called ‘Clean-Dry-Apply’. According to Ms Khan, it’s important to show parents that the best form of treatment is prevention. ‘The three-step programme will mean that babies are far less likely to suffer from nappy rash,’ she says.

Sudocrem has also recently launched Sudocrem Care & Protect, an ointment that helps to prevent nappy rash by creating a protective barrier, conditioning skin and guarding against infection. It’s gentle enough to use at every nappy change, says the brand.

Weleda, the oldest natural baby care range on the market, will introduce three new additions to its Baby Derma baby care range this summer: a cooling body lotion, soothing facial cream and a protective nappy cream.

Commercial director Jayn Sterland explains: ‘Eczema and skin sensitivities are still on the rise in Europe and the UK is one of the worst affected countries. Weleda is a global leader in natural medicine and this new trio will have a more “medicinal” positioning, with different packaging, which should prove popular in pharmacy.’

Thornton & Ross, the maker of the Metanium Nappy Rash Ointment range, has announced a major promotional campaign for 2014. The campaign aims to distribute more than 350,000 15g sample sizes of Metanium Everyday Barrier Ointment and continues the brand’s partnership with Emma’s Diary. Sponsorship of baby changing areas at leading baby shows, an advertising campaign and the recently updated Metanium website are also part of the activity.

Jane Draude, brand manager for Metanium, says: ‘2014 will be a very exciting year for the Metanium brand. We expect the campaign to significantly raise awareness of the Metanium range, driving footfall into pharmacies for Metanium and nappy rash advice.’

Parents are becoming increasingly aware of natural options in baby health and Nelsons Teetha Teething Granules continue to drive the teething category growth, with sustained double- digit growth over the past two years.

Building on the success of its baby range Brush-Baby has introduced Tuttti Frutti (three to six years) and Spearmint (over six years) xylitol and fluoride toothpastes and the KidzSonic Electric Toothbrush. Gum and tooth care can be overlooked by new parents, so Brush-Baby recommends educating new mums as they come into the store, posting advice on your website and considering a link-up with local dentists.

All to hand

To purchase, customers need to be interested in the products in the first place. When promoting products to new parents Sudocrem’s senior brand manager recommends using approaches that will help connect on an emotional level, to grab their attention as they pass through the pharmacy with their children in tow. ‘Products that are well presented and accessible make it easier for mums to find and purchase when they have children to watch over, but on an emotional level it’s about offering empathy and understanding. This can make all the difference and maximise impact in store.’

Spatone brand manager Ngaire Mitchell agrees, suggesting that the personal touch could make all the difference, remembering that customers always have a choice in where they shop. ‘Becoming a new parent can be an emotional and difficult process – help customers by having information and advice on hand,’ she says. ‘Adding a personal touch will get customers returning to your pharmacy

Comment

 First-time mums, in particular, welcome support and advice. 

Fiona McElrea, Whithorn Pharmacy, Whithorn ‘First-time mums are very beneficial for us as a customer group and many parents do need our support. We will give them as much advice as needed regarding feeding, wind, teething, etc. Most babies are eligible for eMAS here in Scotland, so I am able to offer paracetamol suspension, teething gel, Infaco, etc. Some parents will buy baby formula and nappies from us, and although these products make us no money, as a rural pharmacy, we must stock them. If we look after mums right from the start, they do become loyal customers. We also carry a small range of baby gifts, which sell very well.’ 

 

Ani Patel, Savages Pharmacy, Burnham-on-Crouch ‘I would say that here is actually a lot of information out there for first-time mothers. They are bombarded with packs and leaflets from the moment the pregnancy is confirmed, through to the birth, and then given information around caring for the newborn child. It’s good that pharmacy is also there as a resource. We are ready to answer any questions that parents pose and advise accordingly, including giving information about any products that people want us to discuss with them.’ 

 

William Hughes, RJ Jones Pharmacy, Nefyn ‘First-time mums are going through a very new experience and do require our support. If you’re able to link with them early on, you can create fantastic customer loyalty because they are looking for that information and support. Sometimes they are just looking for reassurance and for us to say, “It’s OK for your baby to have colic”, and that they’re not doing anything wrong. Pharmacy staff need to be very good at approaching new mums and explaining what’s available – they might be harassed and apprehensive. We’re not the cheapest on baby foods or some of the nappy creams, but we do provide a very personalised service. It is a challenging market, but I do think that community pharmacy can hold its own. One suggestion is that the industry could help us by organising awareness campaigns, which could help customers and increase sales as well.’

 
Copy Link copy link button

OTC

Share: