GSK Consumer Healthcare's new approach to pain management (PD 28 Apr) was formally launched at APP2018, with claims it could drive a 10% uplift in the category for pharmacies in the next five years.
The 'Shelf of the Future' initiative brings six different sub-categories from across the store into a single pain relief section - expanding the category to include holistic solutions, health devices, systemic and topical medications.
The fixture is also tailored to guide pain relief selection based on individual needs and life stage.
GSK has created the initiative based on unique shopper research and insights gathered from a wide set of locally commissioned qualitative & quantitative sources.
"By providing education, advice and clear guidance at shelf, pharmacy professionals can improve pain management and deliver better outcomes for their patients," the company said.
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