The Trend Toward Self-Care of Foot Conditions
Dana Lawrence
As health care consumers increasingly manage a large
proportion of their own minor ailments and cosmetic problems
without consulting a physician, pharmacists are being
asked by consumers to play a greater role as community
caregivers and are a key factor in consumers' health care
decisions. The growing number of uninsured individuals
and higher health care costs and copayments are primary
factors driving the self-care trend and consumer interest
in OTC, nutritional, and natural products found in the
front end of the pharmacy.
Nonprescription products and self-monitoring devices
figure prominently in the move toward self-care. A survey
conducted by the General Merchandise Distributors Council
(GMDC) in 2002 revealed that 75% of the consumers surveyed
rely on OTCs to enhance their health, and 77% said that
they were taking more personal control over their health,
compared with the previous year.
In the foot-care category, the most common questions
pharmacists receive are those concerning minor foot problems,
such as bunions, calluses, foot odor, and yellow, discolored
toenails. According to Arnold S. Ravick, DPM, a podiatrist
and spokesman for the American Podiatric Medical Association,
80% of Americans have foot problems at some point in their
lives. He explained: "Lifestyles have changed, causing
people to become more active. Walking is a hot topic now,
and shock-absorbing insoles are being sold everywhere
from pharmacies to athletic stores. A lot of OTC products
are very useful."
Examples of the range of products now offered in foot
care are Profoot's self-molding insole and natural topicals
such as NonyX Nail Gel, a unique exfoliant that removes
discoloring keratin debris buildup under nails. Dr. Ravick
said, "Baby boomers, especially men, have become
more conscious of their health, and they want more natural
products."
The survey conducted by the GMDC found that 81% of the
respondents view pharmacists as qualified, knowledgeable
health care professionals. Many consumers ask questions
and seek advice from pharmacists. Yet, only 53% felt that
they had an established relationship with one, and the
perception of consumers is that pharmacists are too busy
to talk to them. The drive toward self-care has created
the opportunity for pharmacists to change those perceptions
by making customer care services more of a priority.
According to Retail Merchandiser, the foot-care buyer
for a major drug chain says that fully 80% of pharmacist
recommendations become sales. In-depth knowledge of OTC
and other topical products also allows pharmacists to
better respond to the specific needs and preferences of
their customers, including those who prefer natural products.
As the trend toward self-care grows, it is expected that
pharmacists will play a greater role as a trusted source
of information and in consumer purchasing decisions.
Ms. Lawrence is a freelance writer based in Stillwater,
Okla.
