Lil’ Drug Store Products launches new ad campaign supporting RepHresh
CEDAR RAPIDS, Iowa — Lil’ Drug Store Products on Monday will unveil a pair of new commercials to communicate how RepHresh Vaginal Gel can eliminate common, but embarrassing, feminine hygiene issues.
“We understand that talking about feminine odor and discomfort is awkward for most women, sort of like placing a box of tampons on the checkout counter for all to see,” stated Kristin Stewart, director of marketing for RepHresh. “That’s why we took a unique approach with this new campaign. We want to educate women with an engaging, relatable message to ease the embarrassment on all levels.”
In one commercial, a woman disguises herself with Groucho glasses and a mustache to discuss how vaginal pH imbalance can cause feminine odor. “The Groucho glasses are a lighthearted portrayal of both the way women want to hide when they have feminine odor and the way some feminine products try, unsuccessfully, to mask feminine odor,” Stewart said.
The other commercial features a quintet of ballerinas representing various feminine hygiene products, including RepHresh Gel in the forefront. As the ballerinas attempt to balance “en pointe,” RepHresh dances on as the others fall in unballerina-like fashion. “Our research shows that women are becoming better educated about how important pH is to feminine health, but they are confused by the claims they see at the shelf,” Stewart noted. “They see products that are labeled pH-balanced and think these products are going to have an effect on their personal pH. We’re trying to expose this misconception. There is a big difference between a pH-balanced product and a product that truly helps a woman’s pH.”
“These new TV commercials are a breakthrough in the feminine hygiene category,” commented George Kase of Chicago Film Works and creative director for the campaign. “Using a wry sense of humor to convey a confidence and approachability for the brand, these spots offer a solution to consumers in a way that demonstrates a clear understanding about the problem. At the same time, these ads differentiate RepHresh from competitors by speaking candidly and providing women a strong promise of solving their problem without just masking the issue.”
In a survey of 3,000 women 18 years and older, 54% said that they had experienced vaginal odor in the past 12 months, and 29% had suffered three or more times. Vaginal pH imbalance can occur for many reasons, including hormone fluctuations, intimacy, menstrual cycles, some personal care products, contraceptives, diet and stress.
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May I Help You? Really.
Perhaps I have become too cynical. But really, when did providing customer service become an inconvenience for some retail staff? Too often I have witnessed reluctance on the part of shoppers to seek help — and if they do, it almost always begins with, “Sorry for interrupting, but …” Think about that. “Sorry for interrupting” what? A paying customer, the reason for the store’s existence, apologizing for asking staff members for help. As if sales associate job descriptions don’t require them to provide assistance to shoppers.
If I managed a retail staff, I would ensure that everything they do is focused on customer service. This means tending to the little things that improve the ability to shop the store. From fronting products on shelves to rotating stock and building useful end caps and displays, my staff would not be sitting idly, or wasting time texting their friends and family. Not while they are on the sales floor. If staff is taking advantage of so-called “down time” to tend to personal business, they are robbing store management of useful and productive time.
Personalized, one-to-one service is one differentiator that can never be replaced by a computer. But maybe the futurists are right who predict that storefronts are no longer necessary, and all shopping transactions can be accomplished over the Internet. Maybe shoppers don’t want help.
I personally may be in denial, but I don’t for a moment believe that thoughtful customer service has been lost forever. The truth is that shoppers can’t be replaced by computers either, so their natural human tendency to expect good service will not disappear.
When I get into conversations with fellow passengers on my cross-country flights, and they learn that my company is involved in enhancing retail healthcare consumer experiences, they are always willing to share a shopping horror story. And just think, if they feel comfortable complaining to me — a perfect stranger — of their tribulations, imagine what they’re sharing with their friends. People are generally far quicker to point out deficiencies in customer service and overall customer experiences at retail than to share incredible examples of outstanding care.
Let’s remind shoppers what “service” means, and offer access to an attentive, professional sales force on the floor. I’d love to hear some success stories. And perhaps I’ll be lucky enough on a future flight to be seated next to a delighted retail shopper.
Hamacher Resource Group, Inc. (HRG) Vice President Dave Wendland, a 20+-year retail industry veteran, is a popular presenter and discussion facilitator available to speak at corporate and association events on a variety of retail-related topics. HRG is a research, marketing, and category management firm specializing in consumer healthcare at retail. Product manufacturers, healthcare distributors, retailers, technology partners, and others rely on HRG for strategic and creative solutions to help build their business. Learn more at www.hamacher.com.
Let’s remind shoppers what “service” means. Today, all business are having to re-learn this lesson in order to survive...
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Rare diseases burden patients, caregivers
For those suffering from heart or lung disease, cancer, systemic infections or other all-too-common conditions, the science of medicine has made extraordinary advances over the past few decades. But millions of patients afflicted with an uncommon and little-understood disorder often are consigned to the far margins of medical care, in many cases, for years.
More often than not, patients suffering from a rare disease face a years-long odyssey of misread diagnoses, visits to different doctors and severe economic and emotional strain before their condition is properly diagnosed and effectively treated. That’s the conclusion reached by researchers and unveiled in a report presented at the World Orphan Drug Congress in April
Based on a survey of more than 1,000 American and British patients with rare conditions and their caregivers, physicians and health plan payers, the Rare Disease Impact Report “for the first time, identifies and quantifies the psychosocial and economic impact of rare diseases,” according to its sponsor, Shire. And that impact, say the report’s authors, can be devastating.
“According to patients surveyed, it takes on average 7.6 years in the United States [and] on average 5.6 years in the United Kingdom for a patient with a rare disease to receive a proper diagnosis,” noted the report. What’s more, researchers reported, “in order to get a proper diagnosis, a patient typically visits up to eight physicians,” including four primary care doctors and four specialists.
The rare nature of many uncommon conditions masks the impact they have when looked at as a whole, noted Nicole Boice, CEO of Global Genes RARE Project, a patient advocacy organization that participated in the research project. “While individual rare diseases are uncommon and disparate, there are 7,000 rare diseases that affect more than 350 million people worldwide,” she pointed out.
Among the survey’s specific findings:
- Doctors, patients and caregivers are plagued by a “lack of resources and information to address rare diseases” in both the United States and United Kingdom. In the United States, nearly all physicians surveyed said treating and diagnosing a rare condition was difficult and required multiple office visits. And roughly half of physicians said that “medical professional organizations do not give enough attention to rare diseases.” What’s more, both primary care physicians and specialists said they often don’t have the time to diagnose and treat such diseases;
- Diagnosing and managing a rare condition can wreak havoc on a patient’s finances, particularly in the United States, with its lack of national health coverage. “Although 90% of patients surveyed reported they had health coverage in the United States,” noted the report, “55% of U.S. respondents incurred direct medical expenses not covered by insurance, compared with 18% of respondents in the United Kingdom not covered by the National Health Service.” And 37% of respondents, noted the authors, “borrowed money from family and/or friends to pay for expenses in the United States, compared with only 21% of respondents in the United Kingdom.” Result: “The long road, which frequently includes numerous tests and physician visits, can become financially overwhelming, particularly for those in the United States,” the report stated. Payers also complain about “the lack of [coverage] standards and guidelines” for those with rare and hard-to-treat conditions; and
- Rare diseases take “a major emotional toll on patients/caregivers,” researchers reported, “particularly for those where the hope of treatment is minimal.” Indeed, U.S. physicians told researchers that 75% of their patients with rare conditions suffered from depression, and 86% showed symptoms of anxiety and stress. Feelings of isolation from family and friends afflicted 65% of those patients, according to the physicians polled. “The health-related quality of life is significantly lower for those with rare diseases,” noted the authors.
The lack of readily available information about little-known conditions also means that “patients and caregivers … must wear many hats” as their own disease researchers, care coordinators and advocates, according to the report. Two-thirds of the U.S. patients surveyed (67%) told surveyors they had to provide health professionals with their own information on their rare condition.
“When it comes to a disease that very few patients have, doctors often can’t provide answers to the many questions that arise,” noted the report. Among those questions is what causes the disease, whether it’s hereditary, what treatments are available, how the disease might progress, whether diet can slow its progress and what support networks exist.
“The entire care journey for many patients is characterized by misdiagnosis, conflicting medical opinions and emotional stress,” Boice said.
Shire spokesman Alec Drozdowski called the survey results “truly startling, showing that diagnosing and treating rare diseases is an extreme challenge within the healthcare community.”
Flemming Ornskov, a physician recently tapped as CEO of Shire, called the findings “sobering,” and expressed the hope that the report “will help drive forward a collaborative effort with the patient and medical communities to address the unmet needs identified.”
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