As well as dealing with an increasingly wide spectrum of queries from concerned parents, pharmacists need to keep abreast of the latest product developments in children’s health. Dawn Gay looks at what’s new in this ever-evolving category

When it comes to children's health, pharmacists have a broad role. From common viruses like chicken pox and seasonal pests like head lice doing the rounds, to distressing allergies like eczema and hay fever, they need to keep up-to-date with the latest treatment advice as well as product recommendations.

Mike Ellis-Martin, senior lecturer in pharmacy practice at the School of Pharmacy and Biomolecular Sciences, University of Brighton says: “Pharmacists have a key role in supporting families in all aspects of health. Having a readily available health professional to talk to can alleviate anxieties about children’s health.”

One children’s health issue at the forefront of current anxiety is obesity. Between 2011 and 2012, 23 per cent of reception class children were overweight or obese, according to National Institute for Health and Care Excellence (NICE) data. In its October 2013 report – ‘Managing Overweight and Obesity Among Children and Young People’ (PH47), NICE recommended that more needed to be done to tackle weight issues.

Healthy lifestyle advice

The Infant and Toddler Forum (ITF), a group of child health experts and practitioners, wants to work with pharmacists in 2014 to use their unique position to combat this latest childhood epidemic. Mr Ellis-Martin comments: “Pharmacists are able to advise on healthy lifestyles and to give practical advice on diet. They can also help encourage parents to ensure their children engage in appropriate levels of exercise.”

The ITF produces a range of resources for health professionals and pharmacists with advice on healthy eating, growth and nutrition. This includes the ‘Ten Steps for Healthy Toddlers’ factsheets, which offer advice on diet and managing mealtimes.

The Forum has also built an iPhone app called the Tot It Up iPhone app. Judy More, a freelance paediatric dietitian, registered nutritionist and member of the Infant and Toddler Forum explains. “Pharmacists can use it as a tool to drive discussions with parents about a healthy lifestyle, which involves both healthy eating and adequate physical activity. [The app] will provide a portable resource for parents to log and calculate their child’s food intake and provide a personalised analysis of their toddler’s diet. This will help parents track whether a toddler is getting a good balanced diet. The app also provides practical tips and information on the physical activity toddlers need to develop their motor skills.”

Back on pharmacy shelves

Long-established brand Milk of Magnesia is returning to pharmacy shelves following a short break after its acquisition by Omega Pharma in 2012. The brand was originally established in 1880 but distribution stopped recently following a licence review into its levels of sulphate. Omega Pharma is now intent on reviving the brand, which returned to shelves in January, via its Generation of Care campaign.

Louise White, marketing manager at Omega Pharma, says: “Phillips’ Milk of Magnesia has been widely used by families since 1880. Suitable from age three and up, the liquid formula effectively treats digestive complaints, including stomach discomfort, indigestion and constipation. Parents can be confident that this tried and tested remedy provides the gentle relief required for younger children’s digestion.”

She explains the public reaction when Milk of Magnesia halted distribution: “This is a product that mothers have been using with their families for over 130 years and certainly didn’t deserve to be relegated to pharmaceutical history. The public outcry was immense. Consumers were going as far as spending 10 times the retail value on shipping bottles over from the US. We have worked closely with regulatory bodies in order to reach a solution and it has been agreed that distribution of Phillips’ Milk of Magnesia can rightfully be reinstated.”

Milk of Magnesia is included in the hefty £1.4 million investment into Omega’s household name brands, supported by press and women’s magazine marketing and bespoke point of sale materials.

Explains Ms White: “The campaign seeks to remind parents what is great about heritage brands which have stood the test of time. The Generations of Care campaign portfolio also includes Abidec Multivitamins, TCP Antiseptic Liquid, Metatone Tonic, Buttercup Cough Syrup, Hedex and Zantac – tried and tested remedies which parents of today will be familiar with.”

“Trade press and bespoke in-store POS materials will remind pharmacy teams about the role Phillips’ Milk of Magnesia, and other iconic brands, can play in supporting family health and we hope our investment into Phillips’ Milk of Magnesia and the Generations of Care campaign as a whole will highlight our dedication in providing customers with access to high quality pharmacy brands they can trust.”

Taking the pain out of marketing

Reckitt Benckiser (RB) launched its new Nurofen for Children Cold, Pain and Fever suspension, along with its wider cold and flu range, with a £3.5 million marketing campaign last October. The product has been newly packaged in an eye-catching turquoise box with clearer labelling to make it easier to promote in-store and stand out for parents.

Nurofen for Children Cold, Pain and Fever is available as a 100mg/5ml oral suspension in orange or strawberry flavours and retails at £3.99. Mark Pearson, RB category marketing director, is excited about new sales growth: “Nurofen is the number one branded product in analgesics with strong efficacy credentials, and with 27 per cent of cold and flu sufferers reaching for an analgesic for their cold and flu this is a massive opportunity for Nurofen and for retailers. At RB we anticipate that our new range, which is on target to deliver against customer need, and our promotional strategy, could see Nurofen grow the kids’ pain category by £0.5m (+1 per cent) in the 2013/14 season.”

Freebies for mums

Thornton and Ross recently announced a ‘freebies’ campaign for new parents and is giving away 15g samples of Metanium Everyday Barrier Cream, its fragrance and lanolin-free nappy rash cream. The campaign is running in partnership with Emma’s Diary, the information resource for new parents and is endorsed on the Mumsnet website, a powerful voice amongst parents.

Jane Draude, brand manager for Metanium, explains: “We’ll be sampling at the major baby shows in partnership with Prima Baby magazine. Part of the campaign focuses on the seven trigger times when nappy rash is likely to strike. By building awareness of these key times, pharmacies are well placed to offer prevention advice and recommend products.”

Children’s dental health

Children’s dental health is benefiting from Brush Baby’s ‘soft’ launch of new products at February’s Dentistry Show. It has already launched the smallest baby toothbrush on the market – the Babysonic – and won the Private Dentistry award for Best Child Dental Health Initiative 2013. Its new products include the Kidzsonic electric toothbrush for children over three years, with a light-up handle and a two- minute timer, plus two palatable toothpastes in gentle tutti frutti and spearmint flavours.

Dominique Tillen, managing director of Brush Baby, says infant dental products increase commercial opportunities for pharmacies: “Mothers are seeking additional and more age-appropriate products for their baby and toddler. In fact, mothers are more likely to have contact with pharmacy staff before the child is seen by a dentist, and therefore pharmacists are in a perfect position to offer early years gum and tooth care products virtually from birth.”