Cardinal Health Foundation educates seniors, caregivers around drug misuse
DUBLIN, Ohio — The Cardinal Health Foundation and the Ohio State University College of Pharmacy on Wednesday released an interactive toolkit that pharmacists, healthcare providers, community organizations and others can use to educate their communities about how to avoid the misuse of prescription drugs. The groups also announced its new partnership with the American Society of Consultant Pharmacists to promote the toolkit among older adults and their caregivers.
The newest GenerationRx toolkit is intended to help individuals avoid medication-related problems, also known as "adverse drug events," so they can get the best results from their medications. Its focus on preventing prescription drug misuse is a complement to the outreach program’s previously released toolkits, which focus on the prevention of prescription drug abuse.
"We know that older adults are 2.5 times more likely to experience an adverse drug event than younger individuals and seven times more likely to be hospitalized for an adverse drug event than younger individuals,” stated Janice Feinberg, research director at the ASCP Foundation. “But researchers estimate that about one-third of all medication-related problems in older adults are preventable, and that’s why we’re so pleased to partner with the Cardinal Health Foundation and the Ohio State University College of Pharmacy to help raise awareness among older adults about how to avoid the misuse of prescription drugs.”
The new Generation Rx Senior/Best Use of Medications toolkit provides all the resources needed to conduct an educational session at a senior center, library, independent living home or other location where a group of older adults or caregivers gather. The toolkit features a variety of discussion-based and interactive materials that can be used to customize a 30- to 60-minute presentation to educate older adults and their caregivers about the safe use of medications. It also offers simple steps and suggestions for avoiding adverse drug events.
ASCP will introduce the GenerationRx Senior/Best Use of Medications toolkit at its annual meeting next month, and at upcoming meetings hosted by the American Society on Aging and the National Areas Agencies on Aging.
Preventing prescription drug abuse and misuse is one of the key strategic priorities of the Cardinal Health Foundation. The Foundation’s previously released GenerationRx toolkits, also developed in partnership with the Ohio State University College of Pharmacy, are designed to educate teen and adult audiences about the dangers of prescription drug abuse and misuse.
Pfizer push may spur growth
Pfizer recently launched a line of single-ingredient supplements under a new ProNutrients brand that includes Omega-3, Probiotic and Fruit & Veggie. Considering that fish oils and probiotic supplements are already up 8% and 34.3%, respectively, according to SPINSscan Conventional, powered by Nielsen, for the 12 weeks ended Sept. 3 across food, drug and mass (excluding Walmart), a marketing push from one of the larger multivitamin suppliers may spur additional growth.
“We have heard from consumers that choosing the right multivitamin and supplement can be confusing,” noted Tiffany McLaud, U.S. franchise lead for dietary supplements at Pfizer Consumer Healthcare. “Now with ProNutrients, Americans can feel confident about their supplement choices.”
The article above is part of the DSN Category Review Series. For the complete VMS Sell-Through Report, including extensive charts, data and more analysis, click here.
Energy segment boost
It may be time to start carving out more real estate for single-serve energy shots, or more appropriately for the food, drug and mass channel two-packs and four-packs of shots. Living Essentials can be credited with creating the category, and between its 5 Hour Energy and 5 Hour Energy Extra Strength, the company still drives the category with an 82.1% dollar share, according to SymphonyIRI Group data for the 52 weeks ended Sept. 4 across food, drug and mass (excluding Walmart).
Living Essentials and others are targeting that adult need for an energy boost. Living Essentials does it with its frequently parodied “Got that 2:30 feeling?” commercials and a sampling event at, of all places, the annual convention of the AARP.
And now Campbell Soup is throwing its energy hat in the ring with plans announced this summer to expand its V8 franchise into the energy shot space. Campbell will be positioning its V8 brands — which resonate well among seniors — as healthier alternatives to most energy drinks on the market today.
Parlaying off of the success of those energy shots is iChill Beverages, which hopes to offer a relaxation alternative. The iChill shot contains ingredients like melatonin and valerian root to help people with high stress, or people who have trouble sleeping, to relax.
The article above is part of the DSN Category Review Series. For the complete Sports Nutrition Buy-In Report, including extensive charts, data and more analysis, click here.