SHOPPERS SNIFFING FOR OTC ALLERGY AID ADVICE

PAT NATSCHKE LENIUS

The sheer number of over-the-counter allergy medications is leading more shoppers to the pharmacy counter for advice .

"Maybe 60% to 70% of first-time OTC allergy-medication customers will ask the pharmacist for advice. With all the choices out there, they are bound to be a little confused," said Dave Meador, director of pharmacies at Dierbergs Markets, Chesterfield, Mo.

At Bi-Lo Supermarket, DuBois, Pa., allergy medications are one of the most frequently sought items in the health care aisle, said Vern Shaffer, pharmacy manager. "I would think probably three out of four customers will ask the pharmacist for advice," he said.

As shoppers seek advice on what to buy, supermarket pharmacists have a chance to grab new prescription drug business through their OTC recommendations and counsel.

"The pharmacist's role is absolutely essential. They [pharmacists] have to look for potential drug interactions," said Meador.

"It gives the pharmacist some satisfaction to be able to help people to find a medication that will work for them. The first questions the pharmacist has to ask is, 'What have you been taking?' and 'What kind of results have you been getting?' Sometimes, just a product switch helps," said Donald Curran, pharmacy director at Harps Food Stores, Springdale, Ark.

"The pharmacist has the duty to counsel about side-effects and to look at the patient profile to make sure there will be no interaction with what the patient is taking," said Grant MacLean, pharmacy buyer/merchandiser at Rosauers Supermarkets, Spokane, Wash.

Cyrus Miller, director of pharmacy at Schwegmann Giant Super Markets, New Orleans, concurred.

"First, you have to know the patient and whatever medication he is on, and be aware of contra-indications. You have to know their allergies. You have to consider the age of the patient, and what would be best suited for that person. You can't just make a blanket recommendation for everyone," he said.

Typically, the customer will buy what the pharmacist recommends, MacLean pointed out. "I have seen studies as to how many people actually buy the product the pharmacist recommends, and that is a very high percentage, in the 90s," he said.

The top-selling over-the-counter allergy medications include Benadryl, Tavist and Tavist-D, Sudafed and Chlor-Trimetron, plus their private-label and/or generic equivalents, pharmacists told SN.

"We have a private-label version of Chlor-Trimetron that does well. The pharmacists are encouraged to mention our private label," Miller of Schwegmann Giant said.

"Benadryl has always been a mainstay. Tavist hasn't done as well as everyone envisioned when it went over the counter. Private-label always does well. We don't specifically tell the pharmacists to push private label vs. the brands, but we do try and show the customer there is really no difference between the brand and generic in efficacy. If the pharmacist is recommending an OTC allergy product, he typically will point out Benadryl or the generic version. You have to show customers the savings available," said MacLean of Rosauers.

Often, it is the private-label version of whichever branded product the pharmacist might recommend that is actually sold, said Meador of Dierbergs.

Benadryl and its generic version are the No. 1 sellers. Chlor-Trimetron and its generic equivalent, Dimetapp and Tavist are also good sellers, according to Pete Gassenberger, director of pharmacy at Consumers Markets, Springfield, Mo.

"Tavist-D with the decongestant far outsells regular Tavist," he said.

Private-label allergy medications are merchandised next to their equivalent brand-name items, Gassenberger said.

For products where a store brand or private label is available, that is what is purchased probably more than 50% of the time, said Shaffer of Bi-Lo. "What I do is discuss the product as a brand name, but then I always point out if there is a store brand or private-label choice available. The customer asks if they are really the same, I say 'yes' and then they buy it," Shaffer said.

"I usually recommend Tavist for allergies. If the person needs a combination medication, I suggest they go with Drixoral or Tavist-D. If there is a sinus problem, I recommend Tylenol Sinus or Advil Sinus," said Scott Buchanan, pharmacy supervisor and manager at Dan's Foods, Salt Lake City.