Recent research reveals that women are reluctant to talk to pharmacists about their intimate health concerns. But there is a wealth of opportunity and a role to play in this area, explains Dawn Gay

A YouGov survey commissioned by women’s healthcare brand Balance Activ revealed that 39 per cent of women would be embarrassed to approach their pharmacist about an intimate condition. Only 10 per cent would talk to their pharmacist, while 80 per cent would still approach their GP.

Younger women in the 18-24 age group admitted they are more likely to self-diagnose their condition online without taking professional advice. And 56 per cent turn to the web for information on intimate issues while only seven per cent follow up with an appointment.

Pharmacists can bridge this gap to 'talking taboo'

But Talia Stokes, Balance Activ’s senior marketing manager, says that intimate health should not be embarrassing and that pharmacists are an ideal port of call for such issues. “Pharmacists are ideally placed to advise women on appropriate treatment for sensitive issues and can offer initial help and support without the need to book an appointment with GPs, who are largely only available during working hours in the week,” she says.

Pharmacists can bridge this gap to 'talking taboo' and explore new opportunities in the women’s healthcare OTC category, currently worth £134 million, with a range of new intimate health products.

Bayer’s OTC and intimate offer

Bayer HealthCare boosted the women’s intimate health (WIH) category in 2014 with the launch of Canesfresh intimate washes and wipes in August, followed by Canesintima intimate moisturiser in December.

The new pH-balanced Canesfresh range includes Soothing Wash Gel, Daily Feminine Wash Mousse and Feminine Wipes and is targeted at the 18-35 year-old market. Paraben-free Canesintima prevents the intimate dryness and irritation symptomatic of the menopause and therefore focuses on the 45-60 year-old market.

On the strength of its popular Canesten thrush range, Bayer HealthCare is already the market leader in the women’s health category with a 72.2 per cent share of the thrush treatment market.

Renata Miklos, senior brand manager for Canesten women’s intimate health, says these are exciting times for the brand. “For 40 years, we have enjoyed an enviable reputation within the women’s intimate health category via our Canesten thrush brand. In optimising this powerful brand equity, our vision is to continue leading this category by helping to educate women on intimate health issues so that they feel more confident and empowered to purchase knowledgeably and purchase appropriately,” she says.

Bayer is investing £3 million in a nationwide campaign to promote its women's intimate health brands. The focus is on pharmacy, with training and education, in-store and online promotions and visual drivers. Bayer will also be running a range of activities for related patient advocacy groups.

This high profile PR campaign is targeting national and regional press as well as women’s media, and a Canesten TV commercial will air this quarter with a 10- second tag dedicated to Canesfresh. A new consumer website has also been launched at www.canesten.co.uk with facts and videos about intimate conditions.

Organyc growth

The feminine hygiene brand Organyc has seen some recent developments in the past year. The producer of organic cotton pads and tampons, intimate washes and wipes switched distributors to Pravera last year and added the new Intimate Wash with Chamomile to its portfolio in November. The new wash, containing natural ingredients including calendula, cornflower and aloe vera extracts is formulated at a lower pH value of 4.5 for the sensitive vagina area and is SLS, sodium laureth sulfate (SLES) and paraben-free.

Graeme Hume, director of Pravera, Organyc’s UK distributor, says that there has been a tremendous growth in the Organyc brand through independent pharmacies with women approaching pharmacists. “The original target market was health stores, but we have discovered that women with vaginal irritations or intimate skin problems would prefer to visit their pharmacy for assistance. Many creams contain mineral oils that immediately ease symptoms but can then go on to inflame. By using only the purest highest specification ingredients of organic cotton, untreated with herbicides, fungicides, or pesticides, Organyc offers the highest chance of improvement to the symptoms.”

Organyc offers free delivery to independent pharmacies on trade orders over £100 and supports the products with sample packs and leaflets.

Bladder weakness

The UK’s top selling bladder weakness brand, TENA, has recently added new TENA Lady Pants Night to its existing night-time range. Recent research by TENA shows that one in six women regularly miss out on a good night’s sleep because of bladder weakness.

Donna Wilson, TENA training and brand manager, explains that the new night pants offer women greater choice when it comes to choosing the right night-time protection. “Helping address a growing need for personal preference, stocking both TENA Lady Maxi Night and TENA Lady Pants Night will help pharmacies cater to their customers’ requirements.”

Ms Wilson agrees that pharmacists have an important role in providing a discreet advisory service to women who may feel embarrassed when browsing the TENA range. Many women experiencing bladder weakness are opting to purchase protective products in pharmacy as they feel it is a safer environment to do so and, for this reason, bladder weakness is one of the fastest- growing OTC categories in pharmacy, she says.

“Pharmacy staff are in an ideal position to help customers and ensure that they leave your pharmacy with the correct advice and protective products. It’s just a case of knowing how to open up confident conversations that will put customers at ease," she explains.

Bacterial vaginosis

Bacterial vaginosis, which can occur when pH levels in the vagina create an imbalance in the natural bacteria, affects one in three women. To address the issue, BBI Healthcare’s Balance Activ brand has launched a high-profile £1.4 million marketing campaign to support pharmacists, wholesalers and retailers. Balance Activ currently claims to be “the fastest growing brand in the women’s health over the counter category”, increasing sales by 59 per cent in 2013.

The 12-month ongoing campaign, which kicked off last April, aims to educate health professionals and consumers about intimate health conditions via print media, public relations, market research, a digital campaign and events.

Corrin Vaulter, senior marketing manager for Balance Activ, explains: “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.”