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Success in the dry skin category

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Success in the dry skin category

People want the advice that we give about managing skin problems, says pharmacist Saroj Shah

A stronger focus for the dry skin category in the front of shop has had success for Saville Pharmacy in North Harrow, London. Having received additional support with merchandising and patient information, the category has received a boost, says independent pharmacist and owner Saroj Shah.

The pharmacy is well established in the local community. ‘We’ve been here almost 20 years and the pharmacy itself has been here for 40 to 50 years. We’re convenient to the underground station and open five-and-a-half days a week, 9am to 7pm. The local community knows us well – and we’ve seen children grow up!’

Dry skin is a growing category for the pharmacy, she says. ‘Skincare is one area that we get asked about a lot, and the category that has the most enquiries after cough and cold. This includes dry skin, eczema, infections and some fungal infections. GPs don’t have enough time as a rule and this gives us the opportunity to advise and educate the patient. We’ll do skin consultations almost every day.’

Mrs Shah is always on the alert for customers who would benefit from advice. ‘I’ll intervene when the opportunity arises to give advice, whatever else I’m doing. It’s all about building up that relationship with the customer. I really enjoy the contact with the patients and that satisfaction that you can help – and people do want the advice we give.’

Having the time for patients when they need it is ‘what community pharmacy is all about,’ she says. ‘It’s about that strength of personal service.’

Skincare messages

Despite long-standing NICE guidance and recommendations, the approach to managing eczema and dry skin is not always as it should be, says Mrs Shah.

‘The problem is that people don’t use Complete Emollient Therapy all the time, and often it’s not always prescribed. But it’s about keeping their problem under control, rather than waiting for problems. If it’s not flared up or infected they think that all is fine.’

‘Leaflets help to start a conversation and are useful in an MUR consultation. MURs are a great opportunity for sitting down with the patient, talking about their medication and condition. It can often be the small thing that you suggest that makes a difference. in fact, we've had a consultation room for around 15 years and we make good use of it.’

Patients are told about using the right product in the bath, to pat the skin dry and apply the right amount of emollient after the bath and up to four times a day. ‘We help them to avoid flareups, which, with children in particular, cause stress for the whole family. It is difficult to get patients to comply, but once the message gets through, it’s a win-win.’

And follow-up helps to reinforce the message. ‘I will always ask, “How did you get on with that dry skin?’ People are amazed that you’ve remembered.’

Although they are busy, the team has focused on finding time for training updates, to ensure that they are all up to date about the category. ‘We have to take opportunities for training as they present themselves. Your patient has a right to expect that level of care, and I feel very strongly about this.’

A focus on the dry skin category, working closely with GSK and the Oilatum brand, has helped open up the category and create more opportunity. ‘We are on board because we feel there is growth here, and Oilatum is a respected brand,’ she says. ‘You have got to be careful that you stock the right products first, and then you can build up the advice you offer, too.’

Mrs Shah hopes to see the skincare category grow further in the pharmacy, but feels there is still more scope for it. ‘In my view, there’s still not enough investment in the medical skincare category,’ she says.

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