Range: getting it right
If, like many pharmacies, you have limited retail space, it is vital that you use this space to best effect. Mums will often choose to visit a pharmacy because they are confident they can get help with an infant feeding problem, such as reflux, lactose intolerance or allergies. Concentrate on offering a range that offers specialist formulas, as well as first milks.
All of the major formula brands offer a range of specialist products €“ for example, SMA® Nutrition offers a range of specialist formulas, all of which are nutritionally complete for babies, such as:
SMA Staydown* €“ for the dietary management of babies with significant reflux.
SMA LF® Lactose Free* €“ a lactose-free, milk-based formula for the dietary management of babies who are intolerant to lactose.
SMA H.A. €“ an infant milk specifically designed to reduce the risk of developing an allergy to cows' milk proteins in babies with a family history (i.e. mother, father, or sibling) of allergy (e.g. eczema, asthma, hayfever).
Important
SMA® H.A. Infant Milk should NOT be used if a baby has already been diagnosed with allergy to cows' milk proteins or is suspected of already having an allergy to cows' milk protein.
SMA Comfort €“ gentle on babies' tummies and easy to digest. SMA® Nutrition also offers first milks, including a Starter Pack of 6x 100ml bottles complete with teats.
Concentrating on first milks and specialist products will enable you to support mums' needs with your expertise and real point-of-difference to grocery outlets. Many parents may have specific dietary requests on formula. For advice on vegetarian, halal and whey protein status, please contact SMA Careline® on 0800 0 81 81 80.
Customer Q & A
Q: Lucy has been a regular customer at your pharmacy for many years, as she has suffered from eczema and hayfever since childhood. She is now eight months pregnant and asks if you can give her any advice on the best way to feed her baby when the time comes. She's keen to do everything she can to prevent her baby from inheriting her tendency to allergies.
A: Breastfeeding is recommended for the first 6 months of a baby's life and that this may actually help to reduce the baby's risk of developing allergies. Only qualified healthcare professionals are allowed to give advice on infant milks, so you should ask the pharmacist or pharmacy technician to have a chat with Lucy. If Lucy decides she wants to introduce formula milk to her baby, SMA H.A. would be a good choice as it is clinically proven to reduce the risk of eczema by over 50% in 'at risk' infants.2 It is nutritionally complete and should be used from the first formula feed onwards, either in combination with breast milk or when formula-feeding.
Important notice
Breast milk is best for babies and breastfeeding should continue for as long as possible. Professional advice from a healthcare professional must be followed on the need for and proper method of use of infant formulas and on all matters of infant feeding.
€¢ These products must be used under medical supervision: SMA Staydown, SMA LF. For more information, read the labels.