Completely Up Front - Cardinal Health

6
up front MERCHANDISING TIPS
Arthritis – a cross-category condition
Nearly 40 million Americans are living with arthritis, an
inflammation of joints that leads to pain, stiffness, swelling,
and tenderness. Those experiencing the condition often
have trouble with activity, and therefore are more likely
to experience other health problems, such as high blood
pressure or high cholesterol. They spend over 50 billion dollars
a year on everything from doctor visits and nursing home care
to medications and over-the-counter (OTC) products.
Although there are more than 100 types of arthritis, the two
main ones are osteoarthritis (the breakdown of cartilage
in the body) and rheumatoid arthritis (the inflammation of
an overactive immune system). Rheumatologists are the
most likely medical professionals to diagnose arthritis and
recommend treatment, which can include prescription or
OTC anti-inflammatories, braces or physical therapy. However,
general practitioners and physical therapists may also
recommend an OTC relief product to their patients. Therefore,
promoting your services through local doctors and physical
therapists may be a way to garner more arthritis shoppers for
your pharmacy.
Who shops for arthritis treatment products?
First and foremost, these products are shopped by arthritis
sufferers. However, these shoppers may be both diagnosed
and undiagnosed. American women account for almost
60 percent of the arthritis sufferers in this country, and while
arthritis is often thought of as a disease of older people, those
under the age of 65 represent more than half of this group.
In the United States, over a quarter million children have
arthritis, which means at least a quarter million parents are
shopping for products that provide relief for their children.
Arthritis products are also purchased by the caregivers of
older adults with the affliction, especially those who are
homebound.
How do they shop?
Most stores do not have a specific section dedicated to
arthritis products. Shoppers can find arthritis products
throughout the store in categories such as Pain Relief, Health
Supports and Vitamins and Dietary Supplements.
If a shopper is looking for immediate relief from their pain,
they first consider the location, such as a swollen hand or
achy knee joint and then look for the form they desire. The
form can be an internal or external pain relief product, a
brace or a splint for their sore joint. Alternately, preventive
products such as joint supplements will be sought out in the
Vitamins and Dietary Supplements aisle in a similar fashion
by first considering need, then form.
The categories – a closer look
Pain Relief is the go-to category for shoppers looking to
ease arthritis symptoms in themselves or their loved ones.
COMPLETELY UP FRONT
Keep a well-stocked
Pain Relief aisle
including aspirin,
acetaminophen
products (a good
option for those
who cannot
tolerate aspirin) and
nonsteroidal anti-inflammatory drugs (NSAIDs), which reduce
inflammation and joint pain. Also include external pain
relievers in your selection, which provide instant relief to sore
and stiff joints. Many of these are available in odorless gel or
cream forms that are easy to use and are preferred by many of
your customers.
Your Health Supports section offers you another opportunity
to increase your store sales. Doctors and physical therapists
often recommend a brace or support to ease their patients’
arthritis symptoms. Be sure you carry the many types of
orthopedic supports, including ankle, knee, wrist, hand, neck
and back braces. These higher priced items deliver a high
margin and will help generate profit for your store.
It’s also important to maintain a well-supplied Vitamins
and Dietary Supplements section in your store. Point out to
arthritis shoppers the importance of taking a multivitamin.
Arthritis shoppers seek products such as glucosamine
chondroitin, which helps rebuild cartilage and lubricate
joints. These specialty supplements will draw more traffic to
this section and increase your overall Vitamin and Dietary
Supplements category and store sales.
Your to-do list: action at the shelf
1. Create a section or end cap in a high traffic area of your store
that highlights interrelated disease states such as arthritis and
heart health. Include top sellers such as the items listed on
page 4. Since arthritis is a non-curable disease, sufferers will be
in your store on a consistent basis to fill their needs.
2. Use at-shelf signage to improve wayfinding across
categories for people seeking arthritis products.
3. Consider hosting an arthritis event two or three times a year
where arthritis patients and their caregivers can learn about
local advocacy organizations and programs and also take a
tour of the aisles in your store that contain arthritis treatment
and management options.
4. Make a note of all of the arthritis-related Never Outs® items
that are merchandised in the various sections in your store,
and make sure you have ample inventory on hand to meet
the high consumer take-away on these best-selling items.
Content provided by Hamacher Resource Group, Inc., a research and
marketing company focused on improving business outcomes for
independent retail pharmacies.
All products may not be stocked in all distribution centers