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Intimate issues

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Intimate issues

The women’s healthcare OTC category is worth £134 million and it's the more taboo conditions – from thrush, to cystitis and vaginal dryness – that are being treated quickly and discreetly over the counter. Dawn Gay talks frankly about dealing with the intimate issues

 Common women’s health complaints, such as thrush and cystitis, can be easily treated these days with a range of non- prescription products. But a survey by Care reveals that 32 per cent of women would still go to the GP with a bout of cystitis and 20 per cent make a doctor’s appointment with thrush without realising that OTC treatments are readily available.

Care’s senior brand manager, Leanne Doughty, emphasises the key role that pharmacists play when advising and supporting women suffering from 'embarrassing' conditions like thrush and cystitis: “Thrush and cystitis are common problems that most women will experience at some point. In most cases, the symptoms of both of these health problems can be treated with products that do not need a prescription, so sufferers can avoid a long wait in the doctor’s surgery.”

Ms Doughty goes on to explain that pharmacists can put patients at ease when discussing these taboo conditions: “Pharmacists are in a perfect position to make patients feel they are not on their own. Empathy with patients when discussing what can be embarrassing topics is vital and it is also advantageous for pharmacies to use consultation rooms to ensure privacy during consultations. Pharmacists’ knowledge of the symptoms, causes and treatments of thrush and cystitis is very useful and sufferers should be encouraged to take advantage of this resource.”

Bacterial vaginosis

BBI Group recently launched a £1.4 million, 12-month marketing campaign to bolster its range of Balance Activ vaginal health products. The range includes bacterial vaginosis relief products, a fertility gel and spray, vaginal dryness gel and pessaries and intimate wipes.

Since 2011, BBI Group has invested £4 million in the brand, which grew by 59 per cent last year. The campaign includes print advertising, a dedicated microsite at www.balanceactiv.com, public relations, market research, digital and broadcast campaigns and other events. Corrin Vaulter, senior marketing manager for Balance Activ, says the campaign will raise the profile among women who are too embarrassed to discuss personal matters. “Women are often too embarrassed to come forward and talk about their intimate health issues. Our aim is to raise awareness and encourage women to talk openly about their symptoms and ensure correct diagnosis and treatment,” she explains.

Vaginal atrophy

Vaginal atrophy (dryness) is a common condition affecting 30 per cent of women in the early post-menopausal period and 47 per cent of women in the later post-menopausal stage. As oestrogen production declines, glands in the vagina produce less natural lubrication, causing symptoms like dyspareunia, post-coital bleeding, irritation, soreness and urge incontinence. Other causes of vaginal atrophy can include some oncology drugs, fertility treatments, endometriosis treatments, tampon use and hormone-based contraception.

Launched in November 2013, Regelle vaginal moisturiser is an aqueous-based polycarbophil vaginal gel that binds to epithelial cells to help rehydrate the area. The treatment is available in tubes in packs of three, six and 12, and is also available on prescription. Mark Blowers, commercial manager for Kora Healthcare, describes the product: “Regelle provides continuous moisturisation for up to three days after one application, unlike short-acting lubricants. Gels (such as Regelle) rehydrate the tissues and are a more physiological way of replacing vaginal secretions than commonly used lubricant vaginal gels. Regelle is hormone-free, making it suitable for most patients and providing long-lasting relief from the symptoms of vaginal dryness, irritation and dyspareunia.”

Another product for vaginal dryness, Sylk, – a plant-based moisturiser derived from kiwifruit vine gum – has undergone a packaging redesign, which is intended to increase brand recognition in pharmacies.
Nicky Gaylor, Sylk brand manager, says that the itchiness and irritation caused by vaginal dryness is often confused with cystitis and thrush. “Medications for these conditions will not help the dryness and can in fact make the situation worse. It is important that women receive the right treatment. Sylk contains no parabens or nasty chemicals and is hormone-free, meaning that it is safe to use as often as needed.”

Sylk has a strong heritage with healthcare professionals involved in women’s health, including pharmacists and pharmacy assistants, says Ms Gaylor. A recent redesign was intended to help reduce any stigma around buying a feminine care product, as well as giving the brand a more modern appearance while reflecting its core ingredients and values. “We hope that this in turn will ensure that effective treatment is recommended to patients to relieve vaginal dryness,” she concludes.

Heavy menstrual bleeding

Results of a new survey released by Bayer HeathCare in May reveal that women still find it hard to discuss the heaviness of their periods. An online survey of 2,000 women shows that women are suffering in silence, particularly from heavy menstrual bleeding (HMB) – a less recognised condition that affects one in five women of reproductive age.

A high percentage of women surveyed showed signs of HMB, and 47 per cent of participants said that they never discussed the heaviness of their period. Over half the women surveyed said that they changed a sanitary towel as often as every two hours and 43 per cent double-up on protection. And a third of women said they cancelled social activities during the heaviest time of the month.

Professor Janesh Gupta, professor of obstetrics and gynaecology at the University of Birmingham, Birmingham Women’s Hospital, says: “HMB is a common, treatable condition that has a profound impact on the day-to-day lives of thousands of women. The results of this survey show that periods are still very much a taboo subject to talk about and, as a result, women are not questioning the heaviness and severity of their monthly cycle, instead choosing to suffer in silence. There is a real need to de-stigmatise the subject and raise awareness of HMB as a treatable medical condition so that women are not embarrassed to come forward for help.”

Painful periods

Period pain is one of the top five pain indications in the UK and the second most common type of pain, after headaches, in teenagers. Goldilocks market research from June 2011 shows that 80 per cent of period pain sufferers are turning to OTC medication to treat their symptoms.

Reckitt Benckiser added Nurofen Express Period Pain 200mg Soft Capsules to its top selling analgesic portfolio in 2012. The product, suitable for those aged 12 years and over, is absorbed quickly and provides up to eight hours’ pain relief with a 400mg dose. The capsules are packed in a pink and silver box to appeal to the female market and to mothers purchasing for their daughters.

Support after birth

Natural Birthing Company will showcase its new midwifery line of products, which was launched this March, at the Pharmacy Show (October 5-6 at Birmingham NEC).

The new products, which are being marketed as “the first midwife developed line of pregnancy skincare” includes a perineal massage oil, a cooling spritz, a post-birth tincture and breastfeeding survival kit for engorged breasts, low milk supply and sore nipples.

Co-founder of Natural Birthing Company and midwife Theresa Mounsey explains that pharmacists have an increasing role in aftercare with current shortfalls in the number of midwives: “As midwives, we’ve developed a range of products to assist with the most common problems that pregnant women and new mums face. The main role of a midwife and a pharmacist are the same: we aim to offer the best possible health promotion and wellbeing advice.”

The shortage of midwives mean that there is no longer the same level of aftercare at home, says Ms Mounsey. “In addition, the NHS move towards setting up health services in community pharmacies means that local pharmacies are increasingly becoming a frontline for women in need of help through the often difficult stages of early breastfeeding and painful perineal trauma following birth.”

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