Vestcom launches shelf solution to ease confusion shopping supplements
LITTLE ROCK, Ark. — Vestcom on Tuesday launched VitaAisles, a shopper-friendly, comprehensive in-store education program designed to support consumer demand for health information regarding vitamins, minerals and supplements.
The program delivers those evidence-based claims for vitamins, minerals and supplements at the shelf edge, specifically addressing such common consumer health concerns as heart, glucose, joint and bone health. According to a survey sponsored by Vestcom, as many as 74% of supplement shoppers would like to have more detailed information at the store shelf, and more than half (58%) were confused by the information on vitamin and supplement packaging.
"The introduction of VitaAisles is an integral part of our commitment to provide retailers with relevant shelf-edge marketing solutions and easy-to-navigate in-store health education programs that meet the needs of shoppers today," stated George Wishart, chief commercial officer, Vestcom. "We see vitaAisles as an effective way to mitigate product and health issues that concern consumers as well as provide an avenue for retailers to increase shopper engagement."
Evenup device offers ‘lift’ to patients wearing a fracture boot
BUFORD, Ga. — "I can’t wear this thing." That’s the sentiment from some patients when their doctor presents a fracture boot to them after a leg injury. Most often, it’s not simply an aesthetic choice. The slight discrepancy in leg length while wearing a fracture boot can cause patients intolerable pain and discomfort. The removable, reusable and adjustable Evenup shoelift equalizes the induced limb-length discrepancy caused by fracture walkers, cast boots or a thick-soled wound-healing shoe.
Evenup is a new and innovative product that helps reduce strain of the knees, hips and back often associated with walking in a fracture boot, wound-healing shoe or cast. When you apply an Evenup to the opposite foot, you’re guaranteed to reduce strain and feel better. Evenup helps prevent back, hip and knee injury by leveling a person’s gait.
The Evenup comes in three sizes to fit almost every shoe size, and can be used on both the right and left feet. You can easily adjust the height of the Evenup from 1-cm to a 2-cm lift.
OTC choices based on advice, availability
At least half of consumers cite prior use (58%), in-store browsing (54%) and pharmacist’s recommendations (50%) as the most commonly reported methods used to select an OTC remedy, according to an online survey of more than 900 AccentHealth viewers conducted in September 2012. And 4-out-of-5 respondents indicated that their OTC remedies are easy to find.
Other prevalent methods used by consumers in choosing the most appropriate OTC remedy include doctor recommendation (37%), online research (36%) and recommendations from peers (34%).
If the OTC products for which they were looking were not on shelf, half would switch to another product, with 30% looking for an alternative product and 20% asking the pharmacist for an alternative solution.
“Notably, 42% [of respondents] are observed to be product loyalists and would seek the OTC out at another retailer,” said Natalie Hill,
AccentHealth VP market research. Consumers are least likely to do without the OTC remedy altogether (2%) or instead buy the remedy online (2%).
When considering the purchase of a never-before-used OTC, consumers are diligent about learning more. “Nearly three-quarters of respondents indicate they always read the instructions/insert before taking an OTC product for the first time,” Hill said. Another 19% indicated that they read the instructions/insert “most of the time,” and only 3% of consumers took their OTC medicines without ever reading the instructions.
In the Feb. 14 issue of DSN, Patient Views will look at consumer satisfaction regarding OTC usage, perceptions on safety and efficacy, and vitamin/supplement usage.
Patient Views is a new, exclusive consumer insights feature that appears in every edition of DSN magazine, as well as in the daily e-newsletter DSN A.M. If you could ask 4,000 patients anything at all, what would it be? Send your questions to firstname.lastname@example.org.
For the latest Patient Views, click here.