Keep your eye & ear care department current

by Kelly Zygowski, category analyst, part of Monthly Retailer Category Tips

Follow these tips to refresh your eye & ear care department.

  • Dry eye, the top performing segment in eye & ear care, continues to drive sales and grow the category. Over the past year, there have been many innovative new product launches. Alcon now has Systane® Hydration Preservative-Free eye drops that provide long lasting, soothing, extra moisturizing relief for sensitive eyes. Allergan came out with Refresh® Digital eye drops to relieve dryness, irritation, and discomfort due to eye strain from digital use. The allergy segment has helped grow the category, largely due to the Rx-to-OTC switch of Pataday®. With the launch of the Pataday Extra Strength Once Daily Relief eye drops from Alcon, there are now three strength options for consumers to choose from based on their needs. Rx-to-OTC switch products typically have high profit potential, plus Pataday Once Daily Relief Eye Allergy Itch Relief Drops 2.5mL and Pataday Once Daily Relief Eye Allergy Itch Relief Extra Strength Drops 2.5mL were awarded three coveted HRG Stars with the Pataday Once Daily Relief Eye Allergy Itch Relief Drops 2.5mL already earning the status of an HRG NeverOuts® item. If you haven’t already added them to your assortment, order from your wholesaler today and enjoy the sales and profits that these products will bring to your bottom line.
  • Premium products, such as SYSTANE® COMPLETE drops and REFRESH OPTIVE MEGA-3® drops, are driving category growth. Manufacturers continue to come out with new innovations, from higher strength products, to longer lasting ones, to higher technology, such as products that reach all three layers of the eye. These premium products have experienced rapid growth and have surpassed the sales of many of the core top performers in the category. Consumers are experiencing dry eye symptoms at a younger age, largely due to increased screen time, which has been dramatically influenced by behavior spurred by the current pandemic such as working from home and virtual learning. Stay knowledgeable on the most current products to help make recommendations to your customers and grow your category sales.
  • Position your pharmacy as an eye & ear care destination. When consulting with your patients, be aware of medication and disease side-effects, such as dry eye, and make recommendations to purchase an appropriate product. Periodically check your department for expired items, and rotate older items to the front of shelf to ensure sell-through. Cut in new items as they launch to take advantage of manufacturer promotions and keep your department current. Use your expertise to help your customers and gain a loyal consumer base.