Denture care brands use TV to get a grip on consumers
I brush my teeth twice a day. I floss too. I also go for regular check-ups with my dentist. This is all in an effort to maintain good dental care — and keep my teeth in top condition. But, even with preventive care, our teeth and gums deteriorate with age.
Between an aging Baby Boomer generation base of 79 million in the United States and greater life expectancy, it is no surprise that Market Research Future predicts that the need for dental prosthetics will increase exponentially over the next few years. What are P&G’s Fixodent, GSK Consumer Healthcare’s Polident/Poligrip, Prestige Brand’s Efferdent, and Combe’s Sea-Guard doing to ensure that they are secure in the minds of consumers?
According to Alphonso TV data, Fixodent unquestionably took the largest bite of the denture care brands’ television spend in October. The adhesive spent $1.2 million against one piece of creative—a commercial for its Ultra Max Hold product that featured the brand’s catchy slogan: “Fixodent and forget it!” Networks such as TLC, Investigation Discovery, TV Land, and Lifetime Movies were included in the buy, with shows that ranged from “My 600-Lb. Life,” and “Unsolved Mysteries” to reruns of “M*A*S*H” and “A Haunting” garnering the most airings.
GSK Consumer Healthcare spent a little less than half that amount on TV advertising for its Polident and Poligrip line of products, with the lion’s share of budget going to National Geographic Wild and Fox Business. True crime was similarly in the show mix, this time with “Forensic Files” airing, the majority of the brand’s series of ads for its adhesive and cleaning solutions. The reward for spending on murder and mayhem? Over-indexing on reach to the 50-plus viewer.
SeaBond took another tact to get to the older audience, with a major part of its October TV investment of $226K being made on GSN and the game show “Family Feud.” Pick an answer? 50-plus!
In sharp contrast, Efferdent just purchased nearly $73K for television advertising in October, with daytime TV on CBS and the CW landing the biggest piece of the pie.
Except for P&G’s Fixodent, it is clear that TV dollars are low among denture care brands. But, let me give denture adhesive and cleaner marketers something to chew on: TV is a proven vehicle for reaching older audiences, and as the need for dentures increase, so will the fight for market share — and TV ad time — that reaches the target consumer.
TS Kelly is senior vice president of research for Alphonso, a TV data company that provides real-time TV campaign analytics, one-to-one TV ad retargeting, and closed-loop attribution for brands and agencies. In his role at Alphonso, Kelly deep dives into television data and insights, giving clients guidance on how to optimize their TV spend.
Pharmacist-administered immunization opportunities are expanding
As the National Community Pharmacists Association Annual Convention concluded recently, I headed home to Richmond for a few days of R&R, Hurricane Michael cleanup and, yes, a couple of scheduled physician appointments. Each visit required the requisite paperwork to ensure that the information in my patient record was complete and current. One of the questions — “Have you received your flu shot this year?” — caused me to reflect on my days as an immunizing pharmacist and the impact pharmacists have had on immunization rates.
Pharmacists have been involved with vaccines since the 1800s, but only for the past 20 years have they been actively involved in the routine immunization of patients. As the emphasis on preventive care continues to grow, many states are expanding the role of pharmacists as experts in immunizations. Currently, immunization is the No. 1 patient care service offered by community pharmacy, highlighting the important role pharmacists play in public health. According to the 2018 NCPA Digest, 73% of community pharmacies offer immunization services. If you subscribe to the glass-half-empty mentality, only 73% of independent community pharmacies offer immunizations.
Life-saving vaccines have a profound impact on the entire nation. Today, almost everyone can receive immunizations against 17 once-common and potentially deadly infectious diseases in the United States. However, many patients still fall through the cracks because providers fail to ask about such things as travel plans, school health needs or if they have received immunizations for high-risk environments. Although we have come a long way, nearly eradicating so many vaccine- preventable illnesses, we still have some work to do on getting our current immunization trends and populations up to date. For example, on one end of the spectrum, the percentage of patients across every age group has improved for influenza coverage. Conversely, the need for immunization improvement remains in the area of pneumococcal disease, which is lingering below Healthy People 2020 targets.
Offering immunizations provides opportunities for pharmacies far beyond the revenue that is generated from this service. Pharmacy-based immunization services help build a relationship based on trust between the patient and the pharmacist, leading the patient to rely more and more on the pharmacist for a wide array of such services as counseling, OTC recommendations, prescription delivery, health screenings, medication therapy management services and traditional prescription dispensing. Immunizations go a long way toward branding the pharmacy as a destination for health and wellness, an important differentiator in today’s competitive marketplace.
Finally, immunizations are a core service set for pharmacies participating in such enhanced services networks as CPESN. These pharmacies are required to screen patients for ACIP-recommended immunizations, educate patients about needed immunizations, or refer to other healthcare providers. In today’s healthcare environment, with the focus on collaborative, team-based care, it is critical that we try to eliminate any remaining and, in some cases, perceived barriers — i.e., physician opposition — to providing this important public health service.
As America’s most accessible healthcare providers, pharmacists are up to the challenge. Let’s get to work.
John Beckner is senior director of strategic initiatives for the National Community Pharmacists Association.
A ‘sharp’ solution for immunization season
Mail-back programs can make navigating flu season stress-free for retail pharmacies
Immunization season is upon us, which means it’s critical for retail pharmacists to take necessary steps to ensure their sharps practices are safe, secure and compliant. Additionally, American consumers increasingly are skipping a trip to the doctor’s office and instead visiting their local pharmacy for their annual flu shot.
According to a recent Stericycle report, 25% of Americans prefer to get their flu shot at their local pharmacy, which means that pharmacies can expect more foot traffic, more vaccine administrations and more sharps disposals than in years prior. Further research from the Centers for Disease Control and Prevention shows that 17% of immunizations are provided at employer locations, with a high percentage of this segment conducted by traveling retail pharmacists.
With that, mail-back programs play a critical role when it comes to helping pharmacists maintain safety and productivity throughout this busy season, whether they are administering immunizations on-site at retail pharmacies or off-site at offices, schools or clinics. In fact, the mail-back system has been the primary collection and disposal process at all national and local-branded retailers since 2010, when pharmacies in all 50 states became eligible to administer flu shots.
Here are some examples of how sharps mail-back containers are helping retail pharmacists maintain compliance and quality care as their role becomes more patient-focused.
Streamlining compliance standards
As the immunizer market shifts to retail settings, pharmacy leaders need to ensure their regulatory standards are up to par. Disposing of needles — in any setting — is highly regulated by OSHA and the U.S. Department of Transportation, as well as state and local officials. Navigating these various regulatory channels is challenging for facilities of all sizes, which means it’s critical that pharmacies review requirements of federal or state processes around sharps disposal.
Partnering with a third-party waste management expert will help ensure compliance with regulatory requirements concerning medical waste.
Because sharps are a regulated waste, only the United States Postal Service or a licensed medical waste transporter can transport these properly packaged systems for disposal in most cases. When properly packaged by a pharmacist, mail-back containers will meet all requirements for sending sharps waste to a disposal site through USPS. Because the container is provided with prepaid postage, retail pharmacists only have to fill out a quick form and place the container in the mail, allowing them to focus on patient care.
Fast-paced, high-volume environments can lead to stress, fatigue and, inherently, employee errors. As the role of retail pharmacists continues to transform from dispensing medications to also providing on-site patient immunizations, it’s critical that pharmacy leaders provide adequate training to create a culture around sharps safety and injury prevention.
Mail-back programs allow retail pharmacies to streamline the process of collecting and disposing of sharps, while reducing staff exposure to needlesticks, as well as mitigate risks around institutional diversion.
The convenience and simplicity of mail-back programs enable retail pharmacists to get back to the work that matters. Maintaining compliance throughout the year is critical, but especially when productivity levels need to remain high during such busy periods as immunization season. Stericycle’s assortment of turnkey mail-back systems help retail pharmacies maintain a safe and healthful workplace, providing everything needed to properly and safely dispose of sharps or small quantities of biohazardous waste. Stericycle’s systems are comprised of custom-designed, FDA-cleared, mailable sharps containers; a prepaid postage return-by-mail shipping box; manifest; and instructions for easy use. Proof of proper disposal is then provided for your records.
Enrico Vona is vice president of healthcare national accounts at Stericycle.