The importance of the eye and ear care categories is often underestimated. We explain how to ensure the right customers are getting the right products

Eye care is probably one of the most under-promoted pharmacy categories, according to Numark director of marketing Mandeep Mudhar. Yet a pharmacy is possibly one of the most common destinations for advice when customers have an issue with their eyes. The ear care category also has a tendency to be neglected.

“Whilst these appear to be small categories for community pharmacy, amongst Numark members eye care is the fourth largest sub-category within the P-med section, taking 5.4 per cent of the category,” says Mr Mudhar. “It’s larger than sleep and women’s health. With so many diseases and conditions associated with eye health (eg, allergy, cold and flu, diabetes, hypertension), this is not a category that can be ignored.”

But the story changes within GSL medicines, where eye care’s share is 2.5 per cent. Ear care accounts for 1.5 per cent of both the P and GSL categories, with most of last year’s growth in the GSL sector.

As the population ages, it’s not surprising that certain eye conditions are on the rise. According to the Royal National Institute of Blind People (RNIB), almost two million people in the UK are living with sight loss, with the over-75s most at risk. Certain lifestyle factors may also be to blame, and over 50 per cent of sight loss can be avoided. According to Euromonitor’s recent report on the Global Eye Care Market, allergies, screen usage, pollution, lifestyle diseases and side effects of common medicines are leading to increased diagnoses of dry eye, allergy eyes and age-related macular degeneration (AMD).

 

 

 

 

 

 

 

Look out for signs

Customers may put their sight difficulties down to ageing and not mention them to their GP. Research commissioned on behalf of Bausch & Lomb’s Ocuvite revealed that almost half of British adults believe that deteriorating eye health is inevitable. It’s therefore important that healthcare professionals are aware of the impact of sight loss and look for signs in customers. For example, some customers may struggle to read medicine instructions, leading to poor compliance.

Only a third of GPs were confident in spotting the symptoms of AMD, and just half were confident in recognising diabetic retinopathy or glaucoma, according to a recent survey by SimplyHealth. A project by the Royal College of General Practitioners and the UK Vision Strategy, supported by Simplyhealth, is aiming to raise awareness of the importance of eye health and the impact of sight loss. It will deliver a series of training resources, webinars and events to GPs and practice staff.

The number of people in the UK with some form of hearing loss is estimated to reach 14.5 million by 2031. The Listen Up Britain survey, commissioned by hearing implant provider MED-EL, revealed an urgent need for improved awareness of hearing loss, diagnosis and treatment. It found that 93 per cent of people with hearing loss knew either nothing or only a little about their condition before diagnosis, while almost half were not receiving any treatment at all. Nearly one in five people said that if they had the symptoms of hearing loss, they would completely ignore it.

93 per cent of people with hearing loss knew either nothing or only a little about their condition before diagnosis

 “The Listen Up Britain survey provides further evidence of the lack of awareness and action around hearing loss in the UK,” says Sharmila Patel, a leading audiologist at St. George’s Hospital, London. “This is an issue that we really need to be making a lot more noise about. Studies have shown that by the time many people seek treatment, their ability to adapt and benefit from treatment is often greatly reduced.” Anyone experiencing hearing difficulties should be referred for a hearing test as soon as possible.

Merchandising tips

Ear and eye care categories should be merchandised together, near or next to allergy products, says Mr Mudhar. “Optrex is the beacon brand for eye care (the one customers look for on the shelf, regardless of whether they intend to buy it) and as such should be the lead in the category,” he says. “Ensure Optrex is merchandised to the left hand side of the shelf and position larger to smaller pack sizes from left to right. Own label equivalents should be positioned directly next to their branded counterpart, to offer customers choice and a value alternative. The Numark brand sells well in the eye category.”

Otex is the ear care brand leader and is most likely to attract customers to the fixture. Otex Olive Oil Ear Drops is a new option for consumers who prefer a more natural solution to hardened ear wax. SwimSeal, which prevents swimmer’s ear, contains tea tree oil to provide a natural barrier against water entering the ear canal. “More traditional GSL treatments, such as olive oil, still find their way into the core range,” says Mr Mudhar. “Recommended ranges should include the brand leaders, as well as traditional treatments. Advice on ear health should be provided to customers browsing the GSL category or approaching the counter for advice.”

Cambridge Healthcare Supplies recognises the importance of eye care within the pharmacy setting. “Many people with minor eye or eyelid infections tend to self-diagnose, so it’s important that customers are directed to the pharmacist if there is some element of eye or eyelid infection suspected,” says marketing manager Sandi Sims. “Similarly, the pharmacist needs to ask the right questions and recognise symptoms to ensure the customer is given the right advice and treatment.”

Golden Eye Ointment and Drops are a popular treatment for minor eye infections such as styes, conjunctivitis and blepharitis. They offer the flexibility and convenience of both eye drops and eye ointment for day and night time use, and may help to reduce the potential increase in bacterial resistance to antibiotics.

For dry eyes

Dry eye syndrome often develops as people get older, but it can also be triggered by certain medicines (eg, oral contraceptives), contact lenses and some medical conditions (eg, rheumatoid arthritis). Bausch & Lomb recently developed two new dry eye products – Artelac Rebalance and Artelac Nighttime Gel. “Because Artelac Rebalance and Artelac Nighttime Gel are designed for day and night use, the formulations address symptoms and triggers associated with dry eyes throughout the day and night,” says optician Francesca Marchetti.

Bausch & Lomb’s Therapearl eye mask can also be used to soothe sore eyes. Its pearl technology allows it to be either heated in a microwave or cooled in a fridge, depending on the requirement. When used cold, the eye mask can relieve puffy eyes and sinus pain, take the sting out of a brow wax, and reduce swelling after a cosmetic procedure. When used hot, the Therapearl mask can relieve dry eye associated with meibomian gland dysfunction and blepharitis, and reduce nasal congestion. The reusable product retains its temperature, either hot or cold, for 20 minutes.

Customers with hay fever often experience streaming eyes, and the pharmacy may be their first port of call for advice and products. New Opticrom Allergy Single Dose Eye Drops, containing sodium cromoglicate, start soothing and relieving redness, itchiness and irritation in as little as two minutes. Each sterile dose is preservative-free and compatible with contact lenses (although contact lenses should be removed before each application and inserted back in after 15 minutes).

Innovation is important to keep the eye care market growing. Nicox Pharma launched Zared chocolate in April, which is a nutraceutical that improves ocular health. Classified as a fortified food, Zared comes in a box of 60x5g chocolates, with a recommended daily dose of two 5g chocolates per day. Each chocolate contains vitamin C, vitamin E, copper, zinc, lutein and zeaxanthin.

“Zared is more palatable than other available products, such as eye care supplements,” says Andrew Platten, market access manager at Nicox Pharma. “Research has shown that patients often have compliance issues with alternatives, such as ease of swallowing, taste, size of tablet/capsule and the smell of the products. Initially, Zared will be promoted to hospital specialists, who can then recommend an OTC purchase of Zared and direct patients to their local pharmacy. As part of our strategy, we will be leaving an initial pack free of charge in pharmacies that are local to these hospital units. This will be done on the proviso that once the pharmacist has sold the initial pack at 100 per cent margin, they will then re-order a replacement.”