Magnetic therapy attracting attention as treatment alternative

Drug Store News, Dec 13, 1999 by Barbara White-Sax

The baby boomer market is once again influencing a healthcare category.

Boomers may hate to admit it, but getting old has its drawbacks. One is the aches and pains associated with a well-worn body. And boomers being boomers, they are not about to just grin and bear pain.

But traditional pain therapies--such as internal and external analgesics--have their own undesirable side effects and shortcomings.

Enter magnetic therapy--a centuries-old approach that uses the body's electricity to help relieve stress, increase circulation, relax muscles and reduce pain. Consumers, who have shown a willingness to try alternatives to traditional medications, are interested. And retailers are sensing the beginning of a significant category. Mass merchants have jumped on the category. General Nutrition Centers feature magnetic slippers in stores. Even department stores are giving the category space: Macy's is devoting a table to magnetic products during the holiday selling season.

Drug chains have been quick to spot a trend, too. Walgreens, which introduced magnet therapy into its product mix last year, has expanded the category. "We saw a lot of customer enthusiasm for the product, so we expanded our offering from 11 to 27 items earlier this year," said a spokeswoman. "Previously, we focused on the magnet therapy items that people wore, such as bracelets and knee and ankle bracelets. The big change this year is the introduction of magnet therapy in 'home comfort' products, such as pillows, mattress pads and even slippers."

Said one buyer at a national chain: "Magnetic products are a good category. They represent new business that's not cannibalizing other sales. It's a good attempt at expanding our offerings in sports wraps."

Nancy Litchfield, senior marketing manager at B-D, which markets a line of eight magnetic products under its Tru-Fit support brand, said the new products have grown the category. "We see magnetic therapy products as an addition to the brace category," she said.

"It's a huge and evolving category," added Mike Matthews, vice president of sales and marketing at HoMedics, which makes a line of magnetic products under the TheraP brand name. "People have problems with pain and are pursuing non-medical alternatives to traditional treatments."

Matthews said HoMedics' TheraP products work by encouraging blood flow throughout the body. "Good blood flow not only can help alleviate pain but can also speed the healing process," he said. "You can increase blood flow with heat, massage, exercise or magnets."

HoMedics, which introduced 15 SKUs last year, has rolled out 30 new products that range in price from $9.99 to $60. "We started with a 10-piece total body system and have added products for the back, insoles, magnetic supports, slippers, bedding, mattress toppers as well as magnetic jewelry," said Matthews. The company's magnetic jewelry is bringing fashion to the category, with gold and rope finish options that make TheraP magnetic bracelets look more like a fashion accessory than a healthcare product.

The TheraP line has been supported by a multimillion dollar national infomercial campaign-- one way consumers are getting information about the fledgling category. HoMedics also is supporting its line with a national public radio campaign and enclosures in more than 70 million credit card statements.

Emson's line of Dr. Levine's Power Magnetic Therapy products is supported with direct-response TV spots. "We started the line with a two-minute direct-response campaign on TV for our patented knee strap," said Eddie Mishan, a partner at Emson. The response was so positive, the company has added 15 SKUs that will ship in January. The line includes super soft magnetic insoles, a posture support back strap, seat cushions, an eight-piece total body therapy kit and mattress and pillow pads. Items will retail from $9.99 to $39.99.

New Age Health Innovations recently introduced its own 15-SKU ReliefRX Magnet Therapy line that will ship only to drug and durable medical equipment stores. The line, which will be supported with television ads in test markets, is positioned as a professional healthcare line. "Our line reflects respect for the product," said Jeffrey Salamon, president of New Age. "We don't want consumers to see biomagnetic products as a fad."

One bracelet for every need

QT Inc. has introduced the Q-Ray Ionized Bracelet. The product differs from magnets in that the consumers need only wear one product for the benefit to reach the entire body. "The ionization has a balancing effect on the body," said Lizz Cipian, sales and marketing manager for QT. "One bracelet works for the whole body so the consumer doesn't have to wear the product on the specific area that needs treatment." The Q-Ray ionized bracelet, shipping to mass and drug stores now, retails for $39 to $49.

Cipian said QT is offering retailers displays that will allow them to merchandise the products near the pharmacy.

"Typically, I see magnetic therapy products merchandised near the pharmacy or in the home health department, which is a good fit for the category," she said. "I have seen some retailers make merchandising mistakes and put the products near unrelated merchandise."