The editors of Chain Drug Review recently spoke with Sima Delafraz, chief commercial officer at First Quality, on her company’s continued focus on and support for incontinence care.
Sima Delafraz
Q: How does First Quality’s experience in health care benefit your retail partners?
DELAFRAZ: Health care is where we started more than 30 years ago, with a focus on incontinence care. Our clinical team would go into nursing homes and long-term care facilities to help make sure that residents were using the right products. That’s where we saw firsthand the importance of quality products and personalized care. Now that we are also a leading provider of private label absorbent hygiene products, we are committed to delivering the same level of quality and support to our retail partners.
Q: How does your clinical support service work?
DELAFRAZ: We have a staff of licensed nurses who are available all day, every day to answer consumer product questions and field general inquiries about incontinence care. It’s completely confidential, so people can feel comfortable about picking up the phone or chatting online with one of our nurses. This service used to be available to consumers only through our own brands, but we have extended it to our retail partners because we know more consumers are turning to retailers for their health care needs. Now our clinical team can be an extension of the support that retail pharmacies are already providing to consumers who have questions about how to care for themselves or a loved one.
Q: What do you wish more people understood about managing incontinence?
DELAFRAZ: That they are not alone! Incontinence is extremely common and nothing to be embarrassed about. However, it can feel overwhelming without the right products and support. Of course, the first step for each individual is always to consult with their own physician. If protective hygiene products are needed, there is no “one size fits all.” It’s important to look at each person’s unique situation and always start with the least amount of product. Finding the right size, fit and absorbency is key to avoid skin issues or irritation. This is where our clinical team can provide guidance based on their many years of experience in the field.
Q: How can retail pharmacies better serve consumers who need incontinence care products?
DELAFRAZ: One thing to keep in mind is that it’s not just about serving people who are managing incontinence, it’s also about supporting caregivers. Retail pharmacies should consider the needs of both and make it easy for them to pick up incontinence products alongside medications and necessities, whether that’s in-store or online. Also, the term “incontinence” may not be familiar to many consumers; they may ask about leaks or loss of control. The better educated the pharmacy staff can be on the topic, the better experience it will be for the consumer.
Q: What’s next for First Quality as you continue to grow in incontinence care?
DELAFRAZ: In addition to providing personalized support to consumers, including caregivers, we continue to focus on protecting skin health. This is so important when managing incontinence. Our company motto is Make Things Better, and this is what drives our innovation. An example is our MaxSorb+ Zone technology, which provides enhanced rapid absorption to help keep skin dry all day and support skin health.
