Increasing demand for choice and convenience in sexual health services and an increasing range of OTC products present pharmacists with exciting opportunities to provide innovative and comprehensive services, says Francesca Robinson.
Sexual and reproductive health services are a public health priority for the NHS.
This is a fast growing sector that is presenting community pharmacy with exciting opportunities to offer extended services and work in innovative ways.
Demand for safe and easily accessible services is relentless, as women expect increased choice and convenience of contraceptive services.
Meanwhile, sexually transmitted infections (STIs) continue to rise and the Department of Health struggles to reach its target of halving teenage pregnancies.
The government’s vision, outlined in the 2008 pharmacy white paper, is that pharmacists should make greater use of their clinical skills to help improve sexual health and other relevant services.
RPSGB research1 (references online at www.chemistanddruggist.co.uk/indepth) shows that the public is increasingly willing to consult pharmacists on sensitive issues such as sexual health. Government campaigns promoting safer sex messages, chlamydia testing and increased use of long-acting reversible contraceptives (LARCs) are helping to drive sales.
The market for contraceptive and sexual health products is buoyant. Sales of emergency hormonal contraception (EHC) – Levonelle – were worth £19 million in 2008, seeing a jump of more than 10 per cent over the previous year, according to data provider Euromonitor. Sales are expected to continue to grow, despite heavy government TV advertising campaigns advocating safer sex.
The UK contraceptive pill prescription market was worth £134m in 2008, according to market analyst Datamonitor. The market grew by 7 per cent and is forecast to continue growing. Analysts are closely watching how popular the new contraceptive pill Qlaira will be. Launched in 2009, Qlaira contains a natural oestrogen, which may be perceived by women to be safer.
An ongoing trial in three London PCTs where women can access the contraceptive pill from community pharmacies without prescription could be another potential market driver. And yet another is ongoing efforts by the NHS to reduce the numbers of unintended and teenage pregnancies. The NHS is keen to encourage more girls and women to try LARCs, as these are considered to be more reliable than the pill.
The condom market declined in 2009 – though sales, driven by the still leading brand Durex, were worth nearly £46m, according to market analysts IRI (see Market Insight, overleaf). But according to data provider Mintel, there is an increasing focus on marketing condoms towards women, encouraging them to be proactive in looking after their health. And government statistics2 show that the condom has caught up with the pill as women’s usual method of contraception. Condoms are used by 25 per cent of women under 50 and an equal percentage use the pill as a birth control method.
The majority of women under 50 (75 per cent) are using contraception.
An ever increasing range of OTC products and product innovations is providing more opportunities for pharmacists to increase sales. IRI data shows the market for feminine creams has grown, driven by the recent launch of Balance Activ (see Brand Watch).
The Durex Play range has been at the forefront of growth in the lubricant sub-category, and has introduced sex aids to the community pharmacy.
Rachel Hemmings, senior category development manager at Lloydspharmacy, says EHC is a prime driver in the reproductive health category and provides pharmacists with opportunities to offer a complete OTC range including condoms, chlamydia tests and other associated treatments.
She explains: “Users of a specific service are also likely to have a requirement to access other sexual health services so community pharmacy is very well placed to offer a more rounded service.” She says pharmacists can use these opportunities to educate customers, destigmatise sexual health products and break down the myths that surround the subject, making products accessible and offering a discreet private consultation.
“There is a level of sensitivity and embarrassment which surrounds this category,” Ms Hemmings says, “so trying to break down those barriers and making the category accessible – including P dummy packs – and offering a private consultation room for customers to allow a discreet purchase is critical for customers’ confidence.” Emma Charlesworth, Numark’s director of professional and training services, says careful placing of sexual health products in the store can improve sales.
Contraceptive and sexual health products should be accessible on the shelves, she advises, never merchandised on the very top of the fixture as customers are less likely to ask for help if these types of products are out of reach.
“Many sexual health products are sold behind the counter – such as Clamelle and Levonelle,” Ms Charlesworth says.
“These lines are usually merchandised within the female health category and signposted to the customer by using Canesten – which is the beacon brand for female health.
“GSL lines again tend to be merchandised next or near to female health, although contraceptive products should be dual sited to encourage impulse purchase. For example, pharmacies should consider merchandising condoms within male grooming or even with sanitary products.” An RSPGB spokeswoman says the increasing role that pharmacists are playing in sexual and reproductive health boosts professional satisfaction, increases the profitability of the business and is also a real benefit to the community.
“Expanding their clinical services in sexual health is something pharmacists are telling us they definitely want to do,” she says. “Pharmacists are experts in medicines, they can now prescribe, and providing an increasing range of contraception and sexual health services is a natural extension of their role.”
