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The baby business

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The baby business

Parenting charity NCT has its ears to the stethoscope, supporting parents through pregnancy and the first 1,000 days of parenting. Its senior policy adviser Rosie Dodds says that pharmacists still have a vital role in providing accurate, evidence-based information, as well as reassurance and referral if necessary. “Questions about infants will often focus on rashes, atopic dermatitis, ear infections, teething, constipation, colic, reflux or controlling symptoms such as pyrexia. Parents know their babies best – if they feel their baby’s behaviour is causing concern, then they probably need to seek medical advice.”

Pharmacists can field questions on which drugs are safe for pregnant women to take. Ms Dodds says: “This could apply to regular drugs such as antidepressants, or drugs prescribed during pregnancy such as antiemetics. Pharmacists need to take into account pre-existing conditions such as sickle cell disorder or thalassaemia, and can query a drug directly with the prescriber if they have concerns about safety.”

Pharmacists are well placed to recommend and support the latest Healthy Start voucher scheme to pregnant women and families on Income Support, says Ms Dodds. Coupons can often be exchanged at community pharmacists. Families are sent vouchers that can be used to buy milk, vegetables and fruit, plus coupons that can be exchanged for free vitamins. The mothers’ vitamins contain folic acid, vitamins D and C, while children receive supplements of vitamins A, C and D3.

Netting parents

Internet-savvy parents can access more information online about pregnancy and birth than ever before. Research from Mintel reports that 38 per cent of parents with children under four years old view the internet as a good source of advice. But the UK’s biggest parenting website, Netmums, says local pharmacists can work hand-in-hand with parenting websites in the community. Co- founder Siobhan Freegard says: “Modern mums are used to immediate advice and incisive feedback on issues they post online, so they will be looking for the same service from their pharmacist.”

Netmums champions the work of pharmacies with its Parent Supporters service, which points parents to their pharmacist for tips on minor ailments. Ms Freegard explains: “Pharmacies are at the heart of local communities and can provide a lifeline for parents. Whether it’s the everyday niggles all new mums face or advice and guidance on more severe health issues, parents turn to local pharmacists as a way to get immediate advice without having to wait for a GP’s appointment.”

"Pharmacies are at the heart of local communities and can provide a lifeline for parents"

But can pharmacists learn about parents’ needs from online forums? Siobhan Freegard reveals hot topics discussed on Netmums: “The most common issues which crop up on our forums include which pharmacy own-brand pregnancy tests and TENS machines are the most reliable, along with treatments for nits, conjunctivitis and athlete’s foot, plus flu jabs and the top thermometers for kids.”

Folic acid facts

According to NCT, pharmacists should advise on doses of folic acid for women to take when planning to have a baby and during the first 13 weeks of pregnancy. A higher dose should be recommended if:

  • Family members or a previous baby have a spinal cord defect
  • They are taking medication for epilepsy
  • They have coeliac disease, diabetes, sickle cell anaemia or thalassaemia
  • They have a BMI of 30 or more.

Pharmacies can use the free local boards on Netmums to advertise their services or any sessions they hold concerning babies or young children. “This is a great way of working with the online advice and support available to ensure your local customers come to you and get the best type of treatment both online and offline.”

Baby ‘hardware’

Statistics released by research company GfK in March 2013 revealed that the ‘baby hardware’ market – that’s equipment for feeding, safety and transport – is worth £900 million a year. Swiss company Medela, which produces breast pumps and breastfeeding accessories, has launched a new double electric breast pump to express more milk. The Swing Maxi allows mothers to express milk from both breasts simultaneously and can produce up to 18 per cent more milk. The gadget has only launched on Amazon and retails at £220.

But Paul Furlong, managing director at Medela UK, says that pharmacists can provide the advice that online retailers can’t. “Breastfeeding is a very special time for a mother but it can also be a challenging one. Mums will be likely to turn to people they know and trust for advice, and as a pharmacist you are in the perfect position to help. This will mark you apart from other retailers, especially larger stores or online shops who won’t be able to provide such a personal service.”

Also on the feeding front, French baby brand Béaba launched a baby bottle warmer in January, the Bib’second Control (RRP £54.90), which sterilises and heats milk to room or body temperature (22 or 37C). Béaba’s UK manager Xavier Miane is excited to launch the Bib’second Control in the UK market. “Standing out among competitors, it is the first steam bottle warmer that controls the temperature from the centre of the bottle and is completely innovative thanks to its ingenious sterilising and defrosting functionality,” he says.

Innovative mother of three Philippa Le Boutillier has added the fun factor to giving infants medicine with her no-spills medicine spoon, the Spilly Spoon (RRP £4.99). Retailers such as Tesco, Ocado and John Lewis have already stocked the novelty spoon. “Spilly Spoon is designed to look like a caterpillar which introduces a ‘fun element’ for both parent and child. It can hold up to 10ml of liquid medicine and its clever design enables it to be laid down safely on a flat surface while you find the right time to give medicine to your child,” says Ms Le Boutillier.

Natural babycare

Ms Dodds believes that it is “helpful for pharmacists to know about ‘natural’ and complementary remedies in pregnancy in order to discuss these knowledgeably with women.” New to the UK in January, Reczema (RRP £26.99) is created by Swedish company Secuvie and distributed by Sigma Pharmaceuticals. The non-steroid eczema cream contains the plant acid, fulvic acid. Michael Linell, CEO of Secuvie, says: “Reczema has proven efficacy in treating eczema and irritated skin, and represents a fantastic opportunity for pharmacists here in the UK. Following its success in Sweden, we are investing in a comprehensive marketing campaign that includes advertising, PR and a ‘customer sampling programme’ across the 3,000 community pharmacies stocking the product. This, together with the significant profit margins should make Reczema an attractive proposition for pharmacists in the UK.”

Fairtrade brand Organic Monkey has launched a baby skincare range including a teething cheek rub oil, cradle cap scalp oil, belly oil, nappy balm and baby massage oil. Heidi Crawford and Claudine Sinnett, founders of Organic Monkey, say: “Organic products are gentle enough for delicate skin and less drying, better used and received by your skin than synthetic substances.

“Organic ingredients haven’t been subjected to pesticides or artificial fertilisers and release less greenhouse gases so are better for the environment, too.”

Rose oil-based product Organic Baby Balm (RRP £7.95), produced by Alteya Organics, launched in the UK at the end of last year. It can be used for soothing cradle cap and eczema, and contains chamomile, marigold and botanic oils like lavender.

Australian brand MooGoo recently launched its new baby line in the UK, including Mudder Udder Balm (RRP £19.90) for sensitive skin around the nipple and areola and their Nappy Balm (RRP £9) containing sunflower oil, olive oil, zinc oxide, beeswax and evening primrose oil.

Pharmacy resources

  • The NCT website publishes reviews of evidence-based information for health professionals and parents on topics such as supporting smoking cessation, fathers’ role in perinatal mental health, complementary therapy, and ingredients in formula milk.
  • Pharmacists can dip into specialist information provided by the Midwives Information and Resource Service (MIDIRS). “It is mainly used by midwives but with great relevance for anyone dealing with young families,” explains Ms Dodds.
  • The Essential Baby Care Guide DVDs and apps have been described by fertility expert Professor Lord Robert Winston as “the encyclopaedia of babycare”. The resources adhere to Department of Health guidelines and are already used by UNICEF to help train midwives and the St John Ambulance on infant first aid courses. Professor Winston says: “The Essential Baby Guide contains all the general babycare information, including truly reliable information on common issues like eczema, nappy rash, mastitis, thrush, formula feeding and so on. It’s an invaluable tool for parents but GPs, paediatricians, health visitors, pharmacists and other health professionals are using it increasingly as well.” Visit www.essentialparent.com for more information.
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