GREAT NECK, N.Y. — With more consumers turning to retail pharmacies as a resource for their health care needs, First Quality continues to invest in its clinical support services to provide education and support on incontinence, menstrual care and baby care.

Sima Delafraz

The clinical support reflects First Quality’s heritage in the health care industry, which began over 30 years ago with a focus on providing adult incontinence products to assisted living and long-term care facilities. Today, First Quality is also a leading private label manufacturer of adult incontinence products, baby diapers, period pads, training pants and wipes, as well as household paper and tissue products.

“Working with professional caregivers for so many years has given us insights into what matters most in terms of product performance, and also the level of personalized support that is needed for individuals and family caregivers to make informed decisions about how they care for themselves or their loves ones,” said Sima Delafraz, chief commercial officer at First Quality.

Ultimately, seeing the need for personalized support in professional health care settings led First Quality to launch a 24/7 nurse line for its own branded products. First the company introduced eNurse for its Prevail adult incontinence products, then eNanny for its Cuties baby care line. Today, the company continues to expand its clinical support services and invest in digital technology, particularly for senior-focused e-commerce.

“One of the biggest factors shaping the adult incontinence market is the amount of people aging into the category who are open to using technology for convenience and education,” said Delafraz. “Today, more people use technology as support services. Again, this is where our clinical support has become so important to reach individuals and family caregivers who are managing incontinence at home.”

On the product innovation side, the company keeps consumers at the center. According to Delafraz, every innovation starts with the same question: “Who are we helping?” She says this is what drove the company when it pioneered bringing ultra-premium paper towels to the private label brand tier and when it introduced a 3-in-1 pad that’s ideal for women in perimenopause. It’s the same mindset that guides its product and service innovation today.

“We know today’s consumers are extremely value conscious, and many are giving private label products a fresh look in the current economy,” said Delafraz. “Our focus is on delivering innovations that improve quality and affordability without ever sacrificing performance. All of this is backed by our clinical experience to help retail pharmacies meet the needs of shoppers at every age and stage.”