Heartburn Keeps Detroit Awake at Night

Feb 22, 2002

Of the nearly 1,000,000 people in the Detroit area who suffer from heartburn,
almost 75 percent report experiencing nighttime heartburn, a painful and serious
health concern, according to a survey by the American Gastroenterological Association
(AGA). Nationwide, this condition affects approximately 50 million people and
can lead to significant complications like sleep deprivation, respiratory illnesses
and even cancer. Additional information on nighttime heartburn is available
on the AGA’s Web site at www.gastro.org
or by calling 1-877-GUT-9800.

Moderator Comment: What role should retailers take
in consumer education about health issues?

Self-medicating is a growing trend as consumers look
to take a more active role in dealing with health issues (and save money on
MD bills). The more retailers are seen as a resource by consumers the greater
role they will be given in the decision-making process.

  • Pharmacists can play a crucial role in advancing consumer
    education, building trust and establishing brand equity with shoppers.

  • Certified nutritionists added to in-store staffs can
    assist consumers in making the right choices for food and supplements based
    on personal needs.

  • Special health and safety events put on by retailers
    alone or in conjunction with other groups covering everything from flu shots
    to child car-seat safety inspections further enhance a store’s image as a

Anderson – Moderator

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