FUSSPFLEGE AKTUELL

NEW: GEHWOL FUSSKRAFT Soft Feet Lotion with water lily and silk

Beautiful legs - silky smooth and well groomed!

Issue 2/2014

FUSSPFLEGEAKTUELL The magazine

for the practice

Marketing CURRENTProduct presentation: Find out tips and participate in the competition

Instruments CURRENTNEW: Carbide grinder HM 251: Easily remove callus

Medicine CURRENTPreventing amputations: diagnosing diabetic foot syndrome

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Instrument offer Easily remove callus Carbide grinder HM 251 ....................... 3Product offer

GEHWOL FUSSKRAFT Soft Feet Lotion For silky smooth legs. ........................ 4 –5Christmas campaign 2014 GEHWOL FUSSKRAFT Soft Feet Lotion and GERLASAN Hand Cream ............ 8– 9

Technology offer Brakes for better safety Foot care chair CONCEPT F3 with automatic brakes ........................... 10– 11Expert knowledge CURRENT

Safety first Occupation related dermatoses on the feet 12Activating the circulation Oedemas in pregnancy ........................ 13We are the Champions! Football world championship: a look at the feet ................................................ 15

Medicine CURRENT Preventing amputations Guest contribution by Dr. med. Renate Wolansky on the subject of clinical diagnos-tics for diabetic foot syndrome ............ 16–17Good care is not a secret GEHWOL Diabetes Report 2014 ......... 18Ware knowledge CURRENT

Rising awareness of foot care Gerlach in Poland ................................. 19Silk and water lily A strong combination in the GEHWOL FUSSKRAFT Soft Feet Lotion ................... 20Honey - the wonder weapon Myth or cure-all? .................................. 21Preventing motor damage Material properties .............................. 22Care consultation CURRENT

“Yes, you can do that” Tired legs in pregnancy - an outlined consultation .......................................... 23Practice CURRENT

Good data, great customers Customer management in the practice, part 5: Customer evaluation .......... 26–27Marketing CURRENT

Product presentations Interview with Alexandra Chrobak on the subject of “Visual Marketing” .........28–29“Customers buy again“ 2014 survey on customer satisfaction .......30For better risk awareness GEHWOL campaign for diabetics ......... 31

ImprintPublisher: FUSSPFLEGE AKTUELL appears on behalf of Eduard Gerlach GmbH, Bäckerstraße 4–8, 32312 Lübbecke, Telephone: 05741 330-0, Fax: 05741 347300, E-Mail: [email protected], Internet: www.gehwol.de

Editing staff and publisher: Dorothea Küsters Life Science Communications GmbH, Leimenrode 29, 60322 Frankfurt am Main,Telephone: 069 61998-0, Fax: 069 61998-10, E-Mail: [email protected], Internet: www.dkcommunications.de; Editorial management: Dorothea Küsters (responsible), Dirk Fischer; Editing staff: Stefan Dudzinski-Lange, Stefan Dietrich, Jana Zieseniß, Andrea Mühlbacher

Graphic concept and implementation: PUNKTUM Werbeagentur GmbH, Bad Vilbel

All rights reserved. Reprints, also in excerpts, are only permitted with the approval of the publisher and citing sources. Rights of translation and other uses reserved. We assume no liability for unsolicited manuscripts, discussion copies etc. If FOOT CARE CURRENT cannot appear or be delivered, this shall not result in claims against the publisher. Legal venue: Frankfurt am Main.

Increasing diabetics‘ risk awareness The GEHWOL Diabetes Report 2014 shows that diabetics pay too little attention to their feet. There is often a lack of knowledge about the consequences of neglected feet, or a lack of care awareness. Unfortunately, this leads to about 50,000 amputations annually. GEHWOL therefore started the “Standing up to diabetes!“ campaign to provide infor-mation and sensitise as many diabetics as possible to their foot health. As a foot care pro, you can contribute.

Pages 18 and 31

High performance for the feet: Football world championshipWhen the starting shot for the football world champion-ships is fired in São Paulo on 12 June, billions of people all over the world share the excitement. Those who are unable to ensnare one of the hotly desired tickets cheer at home in front of the television. While player setups, tactics and the new team uniforms are already the subject of heated discussions, one secret star is often forgotten: the feet.

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Gerlach in Poland: No dry pedicure Eduard Gerlach GmbH is represented in 55 countries around the globe. FUSSPFLEGE AKTUELL presents branches from different countries in this new series, and outlines local foot care market conditions. We start with the neighbouring country Poland, in which the GEHWOL brand has been successfully represented by the company Miralex since ten years now.

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Contents

Brakes for better safety The motto in motor sports is “He who brakes, loses”. It‘s quite different in foot care: Here, it‘s the winners who brake - by gaining safety for their patients and greater work comfort. It refers to the dynamic change between the rotational function of a patient chair and its stable braking during work. Even more safety and comfort is therefore provided with the new fixing brake of the CONCEPT F3 foot care chair, which can be controlled via the foot switch.

Pages 10 - 11

Please order via the publisher

FUSSPFLEGE AKTUELL 2/2014

3FUSSPFLEGE AKTUELL 2/2014

Instruments CURRENT

NEW: Carbide grinder HM251 with “double blade“

Easily remove callus

With the new HM 251 carbide grinders, GERLACH TECHNIK was able to remove the dilemma by cooperating with Hager and Meisinger to create a true innovation. The new carbide grinders with double blades offer both, starting immediately: effective removal and long instrument service life. The grinders work similarly to the previously popular HOSCH callus plane for shaft devices, but are lighter and less clumsy. The secret lies in a double blade with blades

which extend to differing depths. Cutting is similar to shaving a

beard. The first blade lifts,

while the second blade cuts. It‘s especially effective for removing callus, as well as woody and fungus-affected nails. The “file grind“ model has blades arranged crosswise, thereby ensuring optimal splintering during the removal process. The specifically oriented twist angle allows for quiet operation. The three new grinders operate with low vibra-tions, pleasantly relieving the foot care pro during work.

With three new gear tooth systems, Hager & Meisinger GmbH and Eduard Gerlach GmbH are revolutionising the foot care technology market for carbide grinders. Especially the extremely sharp and scalpel-like double blade allows rapid and effective removal - a significant added value for the daily work of foot care pros and podologists. Experienced pros might be reminded of the well-proven “Hoschhobel“ plane, a similar, four-bladed tool.

The choice between steel and carbide grinders was not only a matter of personal preference thus far, but usually also associated with compromises. Steel grinders have very sharp blades, but are less solid. Common

carbide grinders, on the other hand, last longer due to

their hardness, but are less sharp.

Runs quietly, but makes no compromises when it comes to callus, woody or fungal nails

Norbert Cohrs, lecturer at the Hanover podology college,

... is enthusiastic about the new carbide grinders:

They work extremely well and are a reminder of the older “Hoschhobel“ planes. The “fine double blade“ is made for rapid removal of woody and fungus-ridden nails. The “file grind“ perfects the removal process. Very hard callus in the pad, sole and heel areas can also be rapidly removed. The “coarse double blade“ also does this well. Our patients also liked the quiet operation of the new grinders.

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Our offer

Carbide grinder HM 251 FS 104060 File grind

Carbide grinder HM 251 DF 104060 Fine double blade

Carbide grinder HM 251 DG 104060 Coarse double blade

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New: GEHWOL FUSSKRAFT Soft Feet Lotion

Refreshing care for silky smooth legs The new GEHWOL FUSSKRAFT Soft Feet Lotion contains a special feel-good combination of water lily, silk and hy-aluron. The new lotion from the successful Soft Feet care programme is absorbed immediately, enlivening and lending the legs and feet a silky smooth, cared for appearance right after use.

The new, easily distributed lotion comple-ments the established care products of the GEHWOL FUSSKRAFT Soft Feet line. This includes the Soft Feet Scrub with bamboo and jojoba to prepare for care, and the Soft Feet Cream with milk and honey for silky soft feet.

Water lily and silk combined for the first timeWith the new lotion, the legs now also receive rapid, refreshing, deep acting care. Water lily (white pond lily) extracts are used in a foot care product here for the first time. It is combined with silk extracts. Water lily has many positive attributes: It contains astringent tannins which draw the pores together, making them smaller and refining the skin surface. Essential oils are also soothing. Flavonoids - also a component of water lily - are radical-catchers. Among other things, the lotion also supports skin cell protection in this way. Building on this, silk extracts lend the skin a radiant shimmer and make it smooth and supple. The main component of silk is fibroin, a long chained fiber protein which leaves behind silk‘s

typical shine. Silk extracts also provide moisture, lending a fresh skin sensation. The silk is complemented by phytosqualane. The care substance is known as a smooth-ing and softening lipid component, and ensures suppleness after care.

A moisture kick for tired legs A combination of mineral-rich algae extract and specially processed hyaluron is another novelty. It likewise ensures a refreshing moisture kick. After all, extracts from the red algae “Palmaria Palmata” activate the skin‘s microcirculation, removing the unpleasant sensation of heaviness. Hyaluron is able to bind very large amounts of water. It also penetrates the deeper skin layers and inten-sively stores moisture there. This powerful active substance also activates natural cell regeneration. This results in smoother, tighter skin. Other ingredients of the Lotion complete the feel-good sensation for your customers: This includes avocado oil and the provitamin Vitamin E acetate, which, among other things, also makes a valuable contribution to protecting the skin due to Vitamin E‘s

special radical catcher properties. For instance, Vitamin E also counteracts light related skin aging. Avoca-do oil supplies the skin with essential fatty acids and regulates the natural balance of water and lipids. The oil counteracts dry, brittle, scaly and itchy legs.

Products CURRENT


With a refreshing care formula

Water lily, silk and hyaluron

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Präsentationsdisplay

33 % Naturalrabatt

Refreshing care for silky smooth legs The lotion complements the established and successful GEHWOL FUSSKRAFT Soft Feet feel-good series. The lotion and the scrub, which thoroughly removes dead skin cells and outstandingly prepares the legs for care, harmonise especially well.

Products CURRENT


Presentation box to encourage sales

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Flourishing business with successful sales

Summer lineup for 2014

The new GEHWOL FUSSKRAFT Soft Feet Lotion expands the exclusive product offer for foot care practices and cosmetics institutes. Aside from the scrub and cream from the Soft Feet series, you can now offer your customers and patients ideal feel-good leg and foot care as well. Supporting advertising measures support your sales. In combination with the current summer range, you can profit from attractive terms with up to 33 percent natural discounts in GEHWOL FUSSKRAFT and GEHWOL med, and therefore, do flourishing business.

Products CURRENT

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Flourishing business with successful sales

Products CURRENT

Awakening needs and creating demand - these are two main objec-tives of advertising in product sales. Gerlach provides professional support in this so that you don‘t have to do it on your own with the GEHWOL FUSSKRAFT care products. This includes classic advertising means for your practice, such as sales displays and posters, but also advertisements in women‘s and health magazines, as well as initiating media reports and communications via social media. In recent years, GEHWOL and GEHWOL FUSSKRAFT, for instance, have increasingly found enthusiastic fans on the internet: The GEHWOL testers‘ club includes nearly 130 beauty bloggers who test the products and report on them to other users who are interested in beauty. Within a group with the same interests, recommendations from persons who share the same interests are especially believable, which also supports sales for your practice. Social communications are complemented by the Facebook fan page for GEHWOL FUSSKRAFT Soft Feet, which has about 1500 followers. They are regularly informed about product benefits, exchange informa-tion about this, and pass the positive experiences on to others as messengers.

ENCOURAGING SALES


Santa comes tomorrow

Christmas campaign 2014

Santa is still relaxing after past stresses. But he can already see the next Christmas on the horizon. Not much longer and it will already be “Santa comes tomorrow” again. Those of us who don‘t want to hunt for Christmas gifts for our loyal customers at the last minute can take advantage of our Christmas campaign. Already, the new GEHWOL FUSSKRAFT Soft Feet Lotion and the proven GERLASAN Hand Cream wait to make your customers happy at Christmas, each in the exclusive 40 ml gift tube.

cado oil and the skin protectant active substance Vitamin E complements care. The ingredient of algae extract activates the circulation and enlivens tired legs. Silk extracts ensure a youthfully smooth skin appearance and provide moisture, as does hyaluron.

Dry skin on the handsThis makes the Soft Feet line suitable

care for dry skin on the legs and feet. But the skin of the hands is also easily dehydrated in winter. GERLASAN Hand Cream is therefore our complement to the Christmas campaign. With this small gift, you can offer your cus-

tomers the perfect care for brittle, cracked skin. It will make itchy hands a thing of the past. For bisa-

bolol and clotrimazole inhibit itchy inflammation and

encourage wound healing. Glycerine and the provitamin panthenol ensure the regeneration of the cell structure. This rebuilds the protective barrier of the skin and defends against pathogens. Jojoba oil replaces missing skin fats and ensures smooth, supple skin. Aloe vera provides moisture, which is bound into the skin due to the contained glycerine and urea.

Get it nowIf you grab the two Christmas campaign products now, you can relax and enjoy the summer, and meet Christmas with a calm attitude. The exclusive gift tubes will be delivered starting in September. Aside from pre-Christmas stress, this also saves you storage.

These two products will give your custo-mers the gift of well groomed, smooth and supple skin on the feet, legs and hands. The new, easily distributed Soft Feet Lotion complements the already established pro-ducts of the Soft Feet line from the exclusive specialist trade, and is ideal care - not just in summer. The new combination of selected ingredients, among other things with water lily extract, soothes the skin and unfolds astringent effects. Phy to squa lane , regenerating avo-

Products CURRENT


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Products CURRENT


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Technology CURRENT


New: Foot care chair Concept F3 with automatic brakes

Brakes for better safetyThe motto in motor sports is “He who brakes, loses”. It‘s quite different in foot care. Here, it‘s the winners who brake - by gaining safety for their patients and greater work comfort. This refers to the dynamic change between the rotary function of a patient chair and stable braking during work. Therefore the new electrical fixing brake of the Gerlach foot care chair CONCEPT F3 offers even more safety and comfort.

A rotating foot care chair has a decisive ergonomic advantage. Together with the other adjustment methods regarding height, sitting height and the leg rest, the patient or his/her foot can always be brought to a position in which the foot care pro can sit with a straight back, and there-fore work in an economically sensible manner. And there‘s more: It‘s easy to correct the position when the treatment field changes and work takes place at an altered angle in relation to the foot.

No risksBut it‘s necessary to brake (fix) the chair again each time when the rotation function has been used. If not, there is always a risk that a sudden patient movement or unin-tended touch to the chair by the treating person will cause the sitting unit to rotate. This can easily cause injuries if the foot care pro is working on the foot with his instruments just then. The same applies to the phase of getting in and out. If the chair is not braked in its entry/exit position, the seat bowl can quickly turn away if a fragile patient pushes on the arm rest, for instance, when getting in or out of the chair. This can result in painful falls.

In common foot care chairs, the braking lever which fixes the chair so that it cannot spin is often underneath the seat. That has certain disadvantages. Each time the foot care pro wants to turn the chair, they have to get up, bend down to reach under the seat, release the brake, turn the chair, then lock the brake and sit down again. In the practice, this comfort disadvantage causes some foot care pros to either do without the ergonomically sensible rotating motion

Bring colour to your practice: For the bicoloured, high quality Skai artificial leather upholstery of the CONCEPT F3, choose from 40 custom colours and match the chair to your individual practice design.

Standard colour, one-part leg rest, neck rest and foot switch

Foot care chair CONCEPT F3

Our offer

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Technology CURRENT


Brakes for better safety

Offer valid until 31 August 2014.

of the chair and always keep the fixing brake locked, or always work with unlocked brakes against recommendations.

Braking with the foot switchTo avoid falling short in ergonomics or safety and allow the treating person to turn and brake the chair flexibly without having to get up, the CONCEPT F3 now has a decisive new feature - an electronically controlled fixing brake. The foot care easily operates the braking mechanism at the lower end of the lift column by pushing a button on the foot remote control with a corresponding expansion. When the braking button is operated, the fixing brake pad, which originates from the auto-

mobile industry, applies pressure directly to the seat lift column. The drive shuts off as soon as maximum power takeup is reached. This ensures that it it always braked with the same force, which makes braking performance independent of manufacturing tolerances and wear.

TÜV-verified motor safety according to EN 60601-1 for medicinal electrical

devices

Upon request:

Custom colour FREETwo-part leg rest FREE

PRACTICAL: fast locking, with even greater comfortSafe, comfortable and simple too: handling the leg and foot rests. They are unlocked and locked using quick tensioning locks. Herein the following should be taken into account: Very little strength is required to solidly tighten the locks. It is not always necessary to push the fixing lever in all the way. On the contrary: Completely pushing the quick tensioners in wears them down more quickly and also impairs their safety potential if there is a defect. To exclude safety risks, regular function checks of all general chair functions are required. Tips on this can be found in the user manual or as a download at bit.ly/concept-f3-wartung.

NEW: energy conscious shutoff functionAlso new in the CONCEPT F3: the option of turning the entire chair elec-tronics on and off via the remote foot switch. The control unit has a separate relay for this purpose. Even though the CONCEPT F3, with a consumption of less than 0.5 Watts in standby mode, is already extremely energy conscious, the new, easily handled shutoff func-tion makes it possible to save even more power - and with it, money - and also be more environmentally conscious.

Comfortable, safe and thrifty owing to the new remote functions

Turning and braking the chair - with the new elect-ronically controlled fixing brake, this change now only needs two operations of the remote foot control (2). Press once, and the brake is off. The LED func-tion light blinks. Press again, and the brake is on. The LED function light is on. Also new: the power saving on (standby) and off function for the entire chair electronics of the CONCEPT F3 (1) - now much more easily accessible.

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Expert knowledge CURRENT

1212 FUSSPFLEGE AKTUELL 2/2014

Safety firstOccupational dermatoses are among the most common occupational disorders. Hairdressers, cleaners, construction workers, doctors - all of them often suffer the consequences of their profession. Our hands suffer from frequent washing and the use of disinfectants or chemicals. But the feet are also often affected by occupation related skin disorders.

“Occupational skin disorders on the feet are not well researched yet“, explains Dr. med. Richard Brans of the Institute for Interdisci-plinary Dermatological Prevention and Rehabilitation at the University of Osna-brück. The institute is one of the first which offers its patients “foot protection advice“. “About 30 percent of patients whom we treat for an occupation related skin disorder - usually on the hands - also have skin changes on the feet“, the expert noted. While skin dermatoses are now very well investigated, there is an urgent need to catch up in the field of occupational foot skin disorders.

Out of sight, out of mindEven though the feet are not exposed to environmental influences at work, like the hands, they still frequently suffer the conse-quences of work. “Very often, the feet spend eight hours a day in solid safety shoes which are occlusive and don’t transport moisture away and out”, the dermatologist explains.

The most common occupational foot disorder, according to Dr. Brans, is irrita-tive foot eczema. It shows itself either with blister formation and softened callus in combination with redness and itchiness, or in the form of dry eczema due to skin tears and callusing. Aside from this, allergic reactions to certain shoe materials such as leather tanning agents, rubber ingredients or colourants and adhesives can also occur. Existing neurodermitis or psoriasis,

for instance, may also worsen by wearing safety shoes. “But foot fungus should always be excluded as well”, the expert explained.

Foot protection advice“When giving foot protection advice, we first try to obtain information about the patient’s foot protection behaviour using a specific questionnaire”, health pedagogue Anja Hübner explains. “If safety shoes have to be worn at work, it’s important to select actively breathing materials insofar as possible. Very often, however, patients cannot influence the footwear choice, since the employer must provide it.” When there are problems with foot sweat, it is important to have two pairs of safety shoes which are changed during the work day. When changing shoes, it’s recommended to wash and dry the feet if possible, and also change the socks.

Choosing the right socks is also very important. “Cotton socks hold sweat against the feet. High quality function socks, on the other hand, are fast drying and wick sweat away to the outside”, Hübner explains. When changing the shoes, the socks must also be changed. In principle, the following applies: Only well cared for feet are resistant feet. Anja Hübner recom-mends regular foot baths followed by a light foot cream to her patients. But shoes also require regular care. They should have exchangeable insoles, so that they can be

taken out to dry and ventilate separately. If the shoes are regularly sprayed with a hygienic spray, bacteria are prevented from spreading. “Affected patients and their foot care pros should generally pay attention to the first signs of skin changes such as callus, corns and inflammation, which necessitate a visit to a dermatologist or podologist”, the expert recommends.

Occupational dermatoses often affect the feet as well

Tips to prevent occupation related dermatoses on the feet

Use work-suited shoes with actively breathing liners.

Use two pairs of shoes and wear them alternately.

Also change your socks every time you change shoes.

Wash the feet after every wearing and thoroughly dry them with a soft towel, giving special attention to the spaces between the toes.

Regular foot baths keep the feet supple. They should take no longer than three minutes, and not be too hot (water temperature 37 to 38 degrees Celsius).

Apply cream to the feet daily. Use a cream with a sufficiently high fat and moisture content so that the skin barrier does not dry out and remains resistant.

Spray the feet with a hygienic spray (e.g. GEHWOL Foot and Shoe Deo-dorant).

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Oedemas in pregnancy

Activating the circulationOedemas commonly form during pregnancy, since the fluid balance is affected. Such water embedments are usually harmless, but can lead to emotional strain. The woman‘s connective tissue is stressed, and the func-tions of the support and locomotor apparatuses are impaired.

Oedemas occur due to changes in the fluid movement between the capillary vessels and the interstitium - the space between the organs, tissues and cells. This can happen when counteracting pressure conditions in the interstitial space and capillaries, which are normally in a state of balance, change. The fluid embedments are due to increased heart activity. The heart has to pump about 20 percent more blood volume. Pressure conditions in the cells are altered. Also, more hormones are released during pregnancy. Progesterone, oestrogen and relaxin loosen the tissues and widen the vessels. The increasing weight also burdens the venous system.

Apart from their often unsightly appea-rance, the oedemas are rarely a cause for concern, but quickly subside on their own after birth. Chronic oedemas, on the other hand, can cause long term tissue changes such as hyperkeratosis, hyperpigmentation or ulcers. Together with higher blood pressure and protein excretions in the urine, dizziness and headache, pre-eclampsia (also called pregnancy toxicity), dazedness, visual disturbances such as flittering before the eyes, and nausea and vomiting can occur. Foot care pros should definitely send their patients to a doctor if these or any unclear findings are present.

Drink plenty of fluids and wear loose clothingFormerly, many affected persons did a low salt diet on their own to prevent oedemas. But experts no longer recommend that pregnant women should abstain from salt, since it can, among other things, result in iodine and folic acid deficiencies. Long sitting and standing as well as closely fitting clothing or tight shoes can encourage the development of oedemas.

These are also the first starting points to provide help. Comfortable clothing, flat, wide shoes and regular exercise such as cycling, walking or swimming help to avoid congested blood flow. It is also recommended to drink plenty of fluids (two liters per day). However a certain amount of caution is indicated here, since e.g. some types of tea such as raspberry leaf or diuretic stinging nettle tea tend to encourage the formation of oedemas. Water, many types of tea, and fruit spritzers, on the other hand, are well suited.

Activating the circulationPut up your legs or have a warm bath for a soothing effect. For instance, use the GEHWOL FUSSKRAFT herbal bath to activate the circulation and support the excretion of excess fluids. Gentle massages with the new GEHWOL FUSSKRAFT Soft Feet Lotion

have a similar effect. It contains red algae extract which activates the circulation and tightens the skin. GEHWOL FUSSKRAFT Soft Feet Scrub gently and thoroughly acti-vates the circulation with the jojoba wax spheres which it contains.

It‘s possible that none of these measures might bring relief. Affected persons should then discuss other options with their doctor. He or she can prescribe compression stockings for special situations. Lymphatic drainages of the legs or acupuncture might make sense. Both procedures can improve oedemas.

There are media reports that essential oils and particularly rosemary can be hazardous in pregnant women, since they might encourage labour. Rosemary oil in particular is said to encourage uterine activity. However, such effects require high concentrations which are systemically absorbed. Scientific evidence is also absent thus far. Used externally in creams, on the other hand, essential oils have soothing effects during pregnancy. For instance, massages with a mixture of lemon oil, almond oil and rosemary can relieve tension and keep the skin beautifully supple.

Rosemary in creams during pregnancy?

Water may become embedded in the legs and feet during pregnancy. This is usually harmless.

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Quelle: Gesundheitsamt des Landkreises Gießen


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We are the Champions!When the starting shot for the football world championships is fired in São Paulo on 12 June, billions of people all over the world share the excitement. Those who are unable to ensnare one of the hotly desired tickets cheer at home in front of the television. While player setups, tactics and the new team uniforms are already hotly discussed, a secret star is often forgotten: the foot.

point for microorganisms which await in the change and shower rooms. The kind of moist environment which is found in sports shoes forms ideal ground for them. Fungi and bacteria reproduce, and can trigger inflammations or foot fungus.

Only well cared for feet are resistant feet.The feet are a football player’s biggest trea-sure. Foot care is correspondingly very important for the pros. To prevent injuries and strengthen the foot muscles, regular foot exercises are very important. But foot care cannot be neglected as well. “Especially in close-fitting football shoes, it’s important to trim toenails regularly and properly to prevent ingrown nails”, says Radojicic. If problems continue, pressure relief products made from polymer gel or tamponading the nail can help.” Light creams with a balanced recipe of fats and moisture are important for effective care. GEHWOL FUSSKRAFT GREEN, for instance, nourishes the feet with jojoba oil and shea butter, and simultaneously protects against foot odour and excessive foot sweat.

“To prevent foot fungus, it’s important for athletes who share sanitary facilities wear bath shoes and thoroughly dry the spaces between the toes after showering, using a fine cloth or cosmetic cloth”, the expert advises. Those who don’t want to use a cream after showering since the skin often still sweats can consider sprays and misters as a probate alternative. For instance, the GEHWOL FUSSKRAFT care spray or GEHWOL FUSSKRAFT herbal lotion com-bine nourishing attributes with fungus and odour protection, as well as a pleasant freshness sensation. Treated like this, the feet maintain high performance and strain bearing capacity, and microorganisms don’t stand a chance.

High performance sports also require the highest performance from the feet


Really, the name already tells us that the feet play a main role in “foot“ball. The feet travel up to 13 kilometers during a game. If a team makes it into the finals, they will have seven games in this period. At the 2010 world championships, Netherlands player van Bronckhorst, for instance, travelled 59.27 km in six games. But it‘s not all about running: Rapid directional changes and kicking the ball require top performance from our locomotor apparatus.

The skeletal system can also be trained“Pros are used to these strains”, Prof. Dr. Wolfgang Potthast explains. The expert in biomechanics and orthopaedics at the German Sports College of Cologne and the ARCUS Clinics Pforzheim works with the locomotion processes of the body during football. “Many people don’t know that not only the muscles, but also the skeletal system can be trained”, Potthast explains. “If I had to play through a world championship as a layperson, I would not last the week. Players, however, undergo this strain throughout the entire season.”

The intensive directional changes and strong stopping forces in particular take a lot from our body. The shear forces acting on the foot in the process are about five times higher than the forces which occur while running normally. If a player finally shoots the ball towards the goal, the foot strikes the ball with a speed of more than 100 km per hour.

Pro athletes in the foot care practice“Even though some foot disorders occur more often in athletes, there are no clear signs that these are sports related problems”, Inge Radojicic explains. But the podologist from Ronnenberg nonetheless knows some symptoms which are especially common in athletes. “Ingrown toenails are not unusual especially in athletes who have to do abrupt stop movements and directional changes.” Aside from football, this is also the case in other ball sports such as tennis, badminton or handball. “Tight shoes, which are common in some sports types, additionally intensify this problem”, Radojicic warns. The higher strain may also cause hyperkeratosis. Un-treated, it may tear and become an entry

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Medicine CURRENT


Clinical diagnostics of diabetic foot syndrome

Preventing amputationsWhen it comes to foot health, foot pros are often the first point of contact, especially for diabetics with foot problems. Regular podological treatments, tips on home foot care and shoe advice are part of the overall therapy concept to avoid consequential complications. Prevention as well as early clinical and imaging diagnostics play a highly significant role to detect diabetic foot syndrome (DFS).

(clavi), ulcers, tissue death (necrosis) and gangrene.

Palpation:In peripheral neuropathy, a differentiation is made between sensory, motor and auto-nomous (not subject to the will) disorders. Furthermore, specific aids are used to exclude peripheral neuropathy (Fig. 1).

Cotton ball test:Using this test or touch with the fingertips (figure 2), the surface sensitivity of the skin is assessed. If surface sensation is impaired over large areas, this indicates peripheral neuropathy. If these reactions are only absent in touch of the large or small toe pads, there might be vertebral damage.

Diabetic foot syndrome is a very severe consequential complication of diabetes melllitus. The physical deficits which occur often cost affected persons quality of life as well as mobility, socially isolating them. In the worst case, foot amputations result. Therefore early clinical diagnostics of DFS are very important.

Every year, about 42,000 minor and major amputations are performed in Germany alone due to diabetes mellitus. This extremely high, non-traumatic amputation rate can be lowered with specific prevention. The prere-quisite is to detect the most important risk factors which may lead to amputation in DFS. These are diabetic nerve damage (peripheral neuropathy) and peripheral arterial occlusion disease (vascular damage).

In the cooperation of interdisciplinary teams, objectives of clinical diagnostics consist of recording current orthopaedic foot fin-

dings in detail, detecting already present consequential

disorders on the feet, immediately initiating required treat-

ment, wherein clarification of the diagnosis and therapy must always be done by a doctor,

encouraging the affected person to obtain consultations as well as regular, podologically necessary treatments, and

also involving the orthopaedic shoemaker with skin preserving imprint and casting techniques.

An overall assessment of the respective foot situation requires a detailed medical history and documentation by the podologist. Often, simple methods are enough to obtain definite findings.

Inspection:Skin condition is assessed on the bare feet and lower legs for the presence of pallor, parchment skin, scales, infections such as nail fungus (mycoses or onychomycoses) and skin fungus (tinea pedis - dermatomy-cosis) and erysipelas, increased callus (hyperkeratosis), rhagades (cracks), pressure spots, callus weals (callosities), corns

NeurotipUsing the Neurotip (single use article), pain sensation can be checked. It is weakened or absent in DFS. This method is also called the “blunt and sharp“ test.

NeurofilamentPressure sensation can be assessed on the foot sole using a neurofilament (Semmes-Weinstein monofilament). It is a plastic rod with nylon threads which hang down vertically. The tip of the thread is applied in the plantar region, for instance on the II. metatarsal bone (II. os metatarsale), so that the nylon thread bends (figure 3). This applies about 10 grams of pressure. A disorder is present if the patient only feels this pressure slightly or not at all.

Tip-ThermThe Tip-Therm can be used to test temperature sensation. This is a rod with a plastic end for warmth sensation and a steel end for cold sensation (figure 4). Alternatively, this test can also be done with two test tubes,

Localising the foot pulses by feeling for the arteries in the right places

17

Medicine CURRENT


filled with warm and cold water. A disorder is present when the patient cannot differentiate between warm and cold.

Tuning fork testThe quality of depth sensitivity (sensing vibrations) is tested using a tuning fork according to Rydel-Seiffer. It is applied to a bony protuberance, e.g. on the inner ankle bone, outer ankle bone, or the I. or II. metatarsal protuberance (figure 5). The tuning fork has a triangle with a scale on each tine. During vibration, the value is read in the place where the two triangles appear to cross. The affected person still feels the vibration here. In values of 5/8 and lower, a depth sensation disorder must be assumed.

NeuropadsSweat secretion is verified to exclude an autonomous disorder using a Neuropad (fleece with chemicals) which normally assumes a blue to pink colour when it absorbs water. If the pad discolours only partly or not at all, sweat secretion is absent or reduced, which is typical for DFS. Also, the foot skin shows a slight moisture film when touched if sweat secretion is normal. This is absent in DFS.

Foot pulsesAside from excluding pale or bluish skin colour, clinical diagnostics of circulation disorders include palpation of the foot pulses while the patient is lying down. Three foot arteries are palpated with the index and middle fingers: the rear tibial artery (arteria tibialis

posterior) behind the inner ankle bone; fibular artery (arteria fibularis or arteria

peroneus) over the outer ankle bone ahead of the fibula edge;

the artery on the back of the foot as a continuation of the frontal tibial artery (arteria dorsalis) between the I. and II. metatarsal bones.

If the pulse is absent, the artery at the back of the knee (arteria poplitea) should also be palpated. Normally, the pulse is strong in all foot arteries. Vascular damage (angiopathy) is present if the foot pulses are absent. In affected persons with high blood pressure (hypertension), the foot pulses can be felt even if there is vascular damage. When the

foot pulses are palpated, the radial artery (arteria radialis) in the wrist, which beats synchronously with the foot pulses, can be felt with the fingers of the other hand to exclude one‘s own finger pulse.

Positioning test according to RatschowThe positioning test according to Ratschow provides signs of circulatory disorders. The patient vertically raises both legs while lying down. This is followed by circular movements of the feet, either until they become pale or until pain occurs (without neuropathy). Finally, while sitting with legs hanging down, the skin normally reddens within five to ten seconds as the vessels fill with blood. If this is delayed by more than 15 seconds, a circulation disorder seems likely. This is pathological if it takes more than 60 seconds. The same applies if the skin is initially pink, then transitions into a pale blue (livid) discolouration. Contrain-dications for a test according to Ratschow include: Mobility impairments of the lumbar vertebrae or hip joints,

after surgery: pain on the lower extremities or in the spine,

presence of an ulcer, pain while at rest, if the skin colouration is extremely pale.

After the diagnostics, it is possible to make statements about the presence of peripheral neuropathy, angiopathy or mixed forms. Also, the risk of an imminent consequential complication can be determined for the foot. Care with orthopaedic footwear is also required. Following this, a dynamic pedography provides important information about pressure peaks, which can be avoided in this manner. With precise prevention using timely clinical diagnostics and subsequent interdisciplinary therapy, the prognosis of diabetic foot syndrome improves. But unfavourable developments cannot be excluded without the affected person taking responsibility and complying.

The established orthopaedist, sports physician and medical foot care provider teaches in the field of podology at several educational institutions. The expert has also published numerous books and writes for recognized specialised institutions.

Dr. med. Renate Wolansky

Fig. 1: Aids to examine the superficial and depth sensitivity on the diabetic foot (left to right): Cotton ball, voice fork according to Rydel-Seiffer, neurofilament, Tip-Therm

Fig. 2: Superficial sensitivity can be assessed using the cotton ball test.

Fig. 3: Using the neurofilament to assess pressure sensation

Fig. 4: The Tip-Therm can be used to test temperature sensation

Fig. 5: The quality of vibration sensitivity is tested using a tuning fork according to Rydel-Seiffer

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Good care is not a secret

Medicine CURRENT


GEHWOL Diabetes Report 2014

Two out of three diabetics do not know that they have to pay special attention to their feet. This is shown by the alarming results of the GEHWOL Diabetes Report 2014. Information is therefore an important preventive goal. For this, it is important to know the patient‘s needs precisely and make recommendations which meet the needs based on this.

Literature about GEHWOL med Lipidro Creme: www.gehwol.de/service/ fachwissen/studien

Source: GEHWOL Diabetes-Report 2014 www.gehwol.de/service/fachwissen/ diabetes_und_fusspflege

The GEHWOL Diabetes Report also provides information about patient needs. Accor-ding to this, foot care pros profit. For those who suffer from diabetes and know about the risks of diabetic foot will prefer to buy their foot care products from a specialist. 63 percent of diabetics value their qualified advice. And information is important. It‘s usually too superficial for nearly half of affected persons. They would like more detailed recommendations about what to do to counteract the known risk. Buying foot care products is therefore closely tied to the wish to receive advice in what to choose. Diabetics need a recommendation as to which products and active substances are suitable for effectively preventing foot lesions, given the concrete state of their skin.

Good experiences are decisiveAside from the expertise of doctors, pharmacists, podologists and foot care pros, personal experience in particular decides whether a foot care product will be used. Most diabetics who do home foot care use a cream or balm. Many diabetics already have experience with GEHWOL. 85 percent stated that they use the care products from this specialist brand. 84 percent evaluated their care performance as very good or good, and 85 percent assessed their skin tolerability in the same manner.

Scientific proofExperiences with a product are important quality indicators for diabetics. Science also demands that the product should be proven. Diabetic feet often have dry skin. Foot care products which are used in this skin state are intended to balance the skin‘s lack of moisture and lipids, and improve its barrier function. If such effects are advertised, they must be proven according to the most recent state of scientific know-ledge. This is what the Association of Dermopharmacy requires in its guideline for dermocosmetics to care for dry skin.

Proven benefitsGEHWOL med Lipidro Cream is a possible care option for diabetics. For instance, it has the required quality evidence. A study published in the International Journal of Cosmetic Science 2011 shows: One appli-cation of the cream is enough to signifi-cantly increase the skin‘s moisture content within only one hour, and ob-tain significantly improved hydration over 24 hours. The cream also reduces excess callus, reduces moisture loss

and improves the barrier function without impairing natural transpiration. The overall recipe with urea, glycerine, allantoin and a mineral-rich algae extract in a balanced base of skin friendly, skin regenerating lipids is responsible for the effect of the cream.

Which pharmaceutical form do patients prefer?

52 %Creams / balms

21 %Lotionen

12 %Cream foams

7%Gels

5%Sprays

3%Other

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Ware knowledge CURRENT


About eleven years ago, the success story of Gerlach‘s representation in Poland began. The company Miralex from Posen is a partner who is locally well known for their professional work. The company trains foot care specialists - from basic courses to advanced knowledge. In 2010 and 2011 alone, for instance, 100 professional foot care pros started their professional future here after successfully completing their training.

Campaign programme “Healthy feet”Poland’s conditions differ from the German market. “Customers in Poland decline a ‘dry pedicure’. A foot bath which takes about ten minutes is absolutely standard”,

Agnieszka Skiba, vice depart-ment head of cosmetics, explains. The awareness of the positive effects of professional foot care in general is definitely on the rise. But there is still a lot of potential. Via media such as radio, newspapers or TV, Miralex is intensively working on generating this awarenews and simultaneously informing people further within the national “Healthy Feet” pro-gramme which it helped to found.

Using braces and pressure relief articles as well as finishing treatments with red or clear nail polish is becoming more and more popular in Poland at the moment. “GEHWOL products are increasingly popular as well. Even now, nearly the entire product range is available at professional cosmetics institutes and in pharmacies”, Skiba states. Statements by Polish pharmacists also indicate high product loyalty. Nearly all users continue to use GEHWOL products in the long term once they have tried them. Polish customers are especially enthusiastic about small product samples which contain about 20 milliliters, since they can take them along for soothing foot care on the go.

Mutually successfulThe cooperation between Miralex and Gerlach has now existed for eleven years. “Gerlach knows that each country thinks differently. Maybe that’s one of the secrets of the very successful cooperation”, Agnieszka Skiba happily observes. “Each new idea or requirement is carefully analysed by both sides and introduced to the market if it is suitable. Any importer would want a partner like Eduard Gerlach GmbH, and we think that Gerlach says this about Miralex as well.”

Engaged for rising foot care awareness in Poland: the team of GEHWOL importer Miralex

The old city hall in Posen: well worth viewing. The city can look back at a settlement history of about 12,000 years. This historically signi-ficant place is about halfway between Berlin and Warsaw..

Eduard Gerlach GmbH is represented in 55 countries of the world. In this series, FUSSPFLEGE AKTUELL presents branches from various countries and outlines local market features. We start with Poland, where GEHWOL has now been successfully represented by the company Miralex since eleven years.

Rising awareness of foot careGerlach in Poland

Miralex modernises the Polish foot care market - with a modern atmosphere..

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Silk and water lilyStrong combination

Silk and water lily are two modern beauty substances which are contained in the new GEHWOL FUSSKRAFT Soft Feet Lotion. They ensure silky soft, well groomed legs. Whether young or old: who doesn‘t want to look fresh, youthful and attractive?

“Silk was invented so that women can walk naked in their clothing”, an Arabic saying goes. It expresses that silk is much more than a precious material. It also feels extremely good - for the skin and the soul. It’s often difficult to tell where the fabric ends and the skin begins. Silk, which has been produced since millennia, originated in China. From there, it reached Europe via the silk road.

Pure luxury - even in body care Silk is a natural endless fiber. High-quality silk comes from the silk worm. It is the larva (caterpillar) of the mulberry spinner (bombyx mori), a butterfly which originated in China. The fluid from its spinning glands rapidly becomes rigid in the air, forming threads which the caterpillars spin into their cocoons. Finally, the silk is obtained from these cocoons.

That which feels soft and silky on our skin in clothing was also discovered for cosmetics and body care. In the 1930s, a Japanese silk manufacturer found out that his workers all had soft and supple hands. This laid the cornerstone for the development of valuable skin care based on silk proteins. They are obtained from silk fibers. They contain the so called fibroin. This consists of long chained fiber proteins which are similar to the structure of human skin. Therefore silk is also very tolerable for the skin. Silk

proteins are not water soluble. To collect them for cosmetic purposes, the silk fibers are rendered water soluble using hydrolysis.

Moisture kick and shineThe valuable silk protein is used as an additive in skin and hair care, for instance in hand soaps, shower gels, creams, body lotions and shampoos. Decorative cosmetics also swear by silk, which makes for an especially radiant complexion in the form of silk powder. Another benefit of silk proteins: They can store up to 300 times their weight in moisture, ensuring the ultimate freshness kick. In this way, they lend the skin a youthfully smooth and supple appearance. And the skin receives a gentle sheen: For silk proteins develop an extremely thin structure on the skin, leaving behind silk’s typical shine.

Calming and astringent careWater lily (white pond lily, “Nymphaea alba L.”) extracts are a perfect skin comple-ment to silk. The plant, which also symbolises beauty and purity, consists of its radiantly white flower, the leaves and the root stock (rhizome). The cosmetics industry uses its many positive attributes: The tannins contained in the root stock have astringent effects, drawing pores together and making them smaller. This refines the skin surface. The antibacterial and wound healing properties of water lily are also

held in high esteem. Its essential oils also have soothing effects on stressed skin and tired legs. Flavonoids are among the secondary plant substances of water lily and are radical-catchers with antioxidant properties. In these ways, water lily extracts simultaneously have supportive anti-aging effects for a youthful appearance.

New recipeSilk and water lily are two modern beauty substances which are contained in the new GEHWOL FUSSKRAFT Soft Feet Lotion, with the benefits of an easily distributed pharmaceutical form. Building on this in addition, hyaluron stores moisture into the deeper skin layers, and there’s also algae extract from the red algae “Palmaria palmata“. It activates the skin microcircu-lation and contributes to relieving unpleasant sensations of heaviness in the legs.

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Versatile honeySince millennia, human beings have used honey as more than just a sweet energy supplier and for special dishes. Even the ancient Romans regarded honey as a “heavenly medicine” for rough and dry skin areas, and Cleopatra also improved her milk bath with a shot of honey for extra silkiness. Medicinal effects are often ascribed to honey in addition to its culinary and cosmetic significance.

The first records of a medicinal use come from a clay tablet from the year 2000 before Christ, which describes a preparation with honey, most likely to treat a wound. How-ever, experts believe that honey has already been used for medicinal purposes since about 10,000 years. Today, this bee product plays a role especially as a home remedy and in alternative medicine. So far, its heal-ing attributes are primarily based on expe-rience. According to medical experts, addi-tional studies are required to prove honey‘s clinical efficacy.

Honey - the cure-all?Sugar is a natural preservative. Therefore good honey cannot spoil. Due to its high sugar concentration, it draws moisture out of the tissues, therefore making it difficult for bacteria to survive. Other substances are flushed out of the tissues along with the moisture, such as coatings, bacteria and their toxins. But certain enzymes in honey also have antibacterial and anti-inflammatory effects. The bee enzyme glucose oxidase, for instance, is activated by being diluted with wound secretions, and forms small amounts of the compound hydrogen peroxide, which merely inhibits bacterial growth at low concentrations, but is not toxic to cells.

While it was formerly thought that a wound would have to dry in the air for a rapid healing process, it is known today that injuries heal best and with the least amount of scars in a moist environment. When applied to a wound, honey keeps it continuously moist by drawing water from the tissues. But the bee elixir also positively influences wound healing. Even Cleopatra

appreciated the smoothing effects of honey. Based on observations, honey even reduces scar formation.

There are numerous products available which are registered as medicinal products and make use of the positive attributes of honey. Fundamentally, affected persons should not rely on the pharmacological effects of honey in existing infections, since the amount of the enzyme which it contains is barely sufficient for a medicinal effect. However a spoonful of honey in addition to conventional therapy certainly won’t do harm.

Honey extract: high care benefitsIts hydrating effects are also utilised by the modern cosmetics industry. It has rediscovered some ingredients of honey as a beauty elixir for the skin and hair. Oligosaccharides in particular - large, water-loving sugar molecules - bind moisture and hold it in the epidermis. This effect lasts for more than 24 hours. In this way, honey extracts effectively and very lastingly protect the skin against dehydration.

Due to its high sensitivity and tolerability, honey extract is particularly utilised in the care of sensitive skin.The mildly antibacterial effects can also be a benefit in cosmetic products, lending e.g. foot care creams a mildly foot fungus inhibiting effect. In GEHWOL FUSSKRAFT Soft Feet Cream and GEHWOL FUSSKRAFT Soft Feet Scrub, honey extracts complements

the skin nourishing effects of the products - for daily natural beauty and feel-good care.

Honey in cosmetics is not a medicineThe healing effects of honey described by its supporters, however, only apply to the concentrated or undiluted and unheated honey (if at all), and not to extracts which are used in cosmetic products. The enzymes responsible for the formation of antiseptic hydrogen peroxide, for instance, are no longer present. And at a pH of 6.6 and 7.0 for the Soft Feet Cream and 8 to 9 for the scrub, the pH is too high for the activity of glucose oxidase. Its highly nourishing and skin moisturising effects, however, remain unaffected.

Myth or cure-all?

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If a motor cannot handle E10, damage may occur. It‘s similar when using low quality polishers and grinders. Rotational precision is lost, and there is a higher risk of bearing damage to motor hand pieces.

Preventing motor damageGrinding work, e.g. on nails, is part of everyday work in the foot care practice. The technical devices for this are part of the core of any practice equipment. Device failure is expensive and should be avoided with proper use. Using lower quality rotating instruments can cause lasting damage to micromotor hand pieces and call warranty claims into question.

The biofuel E10 is less expensive than the normal super fuel. However, only newer models can usually handle the mixture, which is combined with ten percent bioethanol. If someone‘s car cannot handle E10, they won‘t use it. Fears of lasting damage to the engine are too great. No expense and effort is spared with one‘s own car.

When materials which are unsuitable for the respective environment are used for certain types of work, this may result in serious consequences. The motor hand pieces of the GERLACH TECHNIK foot care devices are tailored to tested quality levels. The high quality hand pieces require equally high quality rotary instruments. Just as E10 with an engine, using low quality rotary instruments may cause problems. Imbalances result if the polishers and grinders do not rotate completely evenly. At rotation speeds in the five-digit

range, enormous forces act on the ball bearings in the hand pieces. In the long term, this can cause device damage and failure.

Significant consequencesRotary instruments from GERLACH TECHNIK have a hardness level of 45 to 48 HRC (hardness test according to Rockwell). Lesser qualities, e.g. made from automaton steel, often have a hardness of only 28 to 30 HRC. In principle, the following applies: The softer the shaft material, the more easily they can bend. Using instruments with a material quality which is not licensed for their purpose may lead to hand piece failure and loss of warranty claims. Any required temperatures are then usually made on goodwill. However there is no claim to repair at no charge.

Instruments are easily tested using the grinder testing gauge. The shaft is inserted into the testing gauge. If it can be inserted

and removed without problems, the shaft is straight. But if insertion is not easy and without resistance, this indicates that the shaft is bent. Even mild imbalances are easily determined in this manner, preventing further damage. For grinders or polishers which are imbalanced also no longer fit precisely into the hand piece chuck. Rotary precision, which is needed for both patient safety and to preserve device and hand piece function, is thereby lost.

Loosening instrumentsIt‘s also important to pay attention to dirt. The grinder or polisher is normally inserted 32 millimeters into the hand piece. If dirt collects in the chuck, this depth may be reduced. The shop at GERLACH TECHNIK reported one case in which an instrument could only be inserted into the shaft to a depth of 5 millimeters. This absolutely does not permit safe work, since grinders or polishers can detach, seriously injuring patients and treating persons. Rotary precision also lessens as the instrument extends farther out of the shaft. This results in

imbalances and bearing damage, and event-ually, loss of function-ality.

Using high quality mate-rials in terms of alloys,

hardness level and wear as well as regular device maintenance are

economical actions. Costs are incurred if the heart of the foot care practice fails due

to low quality grinders and polishers. Even if repair due to wrong use is performed on goodwill, the device may be absent for treatments for a long time, and therefore, for the actual main professional activity. There-fore, it supports your professionality to avoid such opportunity costs.

Quality hand pieces need quality accessories

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Care consultation CURRENT

The consultation: “Yes, you can”

Getting tired legs going Women almost never perceive their body as attentively and intensively as during pregnancy. Unfortunately the weight gain also often leads to water embedments in the legs and feet. Use this attention - and give your pregnant foot care customers a relaxing feel-good experience with your treatment and a few tips.

Foot care pro: Hi, Ms. Kindler!Customer: Hello! I look forward to relaxing with you.Foot care pro: I see that you‘re almost there.Customer: Yes, exactly, I‘m now 8 months pregnant. Unfortunately my legs feel heavier and more swollen all the time. I can barely reach my feet when putting on shoes - the belly gets in the way now. Foot care pro: Yes, I can see that you have oedemas. Those are usually harmless, hormone related and will disappear again after birth, fortunately. I‘ll give you something for pleasant relief.Customer: What a good idea! I can really use that right now!Foot care pro: First: When your legs are swollen, it helps to put them up and to give them alternating hot and cold showers. Compression stockings are also recom-mended - or an enlivening footbath such as the GEHWOL FUSSKRAFT Herbal Bath. Customer: Let‘s try that right now. Foot care pro: The bath activates the circu-lation to carry out excess fluids. It contains essential oils and has a soothing scent.Customer: Essential oils? I‘ve heard that pregnant women should not use those.Foot care pro: Some aromatic oils, such as ginger, cloves, cinnamon or verbena cause contractions, but only when used internally. The substances are not as strongly ab-sorbed via the skin. You can therefore rest easy when using my foot care products. Customer: I have one more question: Since my pregnancy started, I have noticed more callus on my feet.Foot care pro: The bath has the advantage of softening your callus. It formed due to the greater pressure on your soles. After the bath, you can then easily rub it off with a callus file.Customer: I don‘t want to complain, but I‘ve also had severe calf muscle cramping lately. Foot care pro: Calf muscle cramps are triggered by a lack of magnesium. Whole grain products and green vegetables, bananas and enriched mineral water, for instance, contain a lot of this mineral. Regular exer-

cise also helps with prevention. One more tip: If you have to stand a lot, you should walk on the spot now and then and wiggle your toes.Customer: Well, you have plenty of good tips! I do have to stand for longer periods in my job as a salesperson.Foot care pro: It‘s also important to pay attention to your shoes: not too tight, with flat heels - and also comfortable clothing. Especially in late pregnancy.Customer: Banning my high heels is hard!Foot care pro: I understand. Maybe take along a pair of comfortable shoes to change into. I‘ve got something new for your legs. Let‘s try that right now.Customer: I look forward to it.Foot care pro: I‘m first massaging your feet with the GEHWOL FUSSKRAFT Soft Feet Scrub after the foot bath - it will activate the skin circulation. Then I‘ll treat your legs to the new GEHWOL FUSSKRAFT Soft Feet Lotion.Customer: What makes it special?

Foot care pro: It refreshes your tired and swollen legs with algae extract from the red algae “palmaria palmata”. The active substances of water lily and silk also refine and smooth your skin‘s appearance.Customer: Hm, the scent is pleasantly fresh. Foot care pro: It should be applied twice daily. The lotion is easily distributed, and absorbed rapidly. I can also recommend the GEHWOL FUSSKRAFT Soft Feet Cream with milk and honey for your stressed feet. It provides excellent protection against callus and will render your stressed feet beautifully supple.Kundin: You’ve convinced me. I’ll take some home after the session.

Light, beautifully groomed legs and feet - many customers wish for this. The advice and service of the foot care pro are in demand, also and especially during pregnancy.

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Customer management in the practice, part 5: Customer evaluation and development

Good data, great customersDoes my customer have a value? Can I find out what it is and raise it? The answer is yes. Knowing your customer is an impor-tant foundation. Using data based analysis techniques, you can improve your own products and services, develop new ones and successfully offer them, optimise customer service and internal processes, and open up target groups and markets.

Advertisements or campaigns can also be targeted more specifically. It‘s not about selling customers something which they do not need. On the contrary, customer qualification allows foot care pros to address customer wishes much more specifically. Maybe some clients want no preferential treatment, but others need a social environment and lots of time.

Data form the basisCustomers with the highest sales are not always most important. From a business perspective, the most important ones have the best relation between expense and earnings. But how to determine important customers? Evaluating collected customer data is the basis for evaluation models (see the box).

Determining the customer structure is only the first step, though. This is the decisive question: “What can I do with this?” Imagine that an important customer tells you how they enjoy a slight massage when cream is applied to their feet. Recording and using this information is already an important customer qualification point and gives you a basis for taking the customer’s needs seriously and addressing them. Another customer con-stantly complains about being stressed and not having any time. By making appoint-ments with him which fit into his schedule, the foot care pro satisfies the customer and relaxes him.

Experts estimate that only 40 percent of consumer providers systematically evaluate their customers. Not all customers are equal. Foot care pros also see this in their daily work. Some customers are thankful for good work, while others complain about minor things. Systematic customer management to evaluate and categorise customers initially sounds overblown. But it often holds enormous potential which can be directly transformed into good customer satisfaction and later, sales.

More time for the important onesIt‘s true - since the NSA affair, the collection and storage of data is associated with negative attributes such as control and espionage. But proper, safe use of data (see parts one to four of this series) allow solid knowledge about your own customers and how existing information is structured. First, however, there must be clarity on how to evaluate a customer. The common definition is this: The customer value is the entire profit which is obtained from this customer for the entire duration of the business relationship.

This may differ widely. A complaining customer generally takes up a lot of time. One has to wonder about profitability, especially when such a customer results in little profit. But if you know the customer‘s value, you can better control the use of practice resources, e.g. by taking more time for important customers and less for the time consuming small customers.

Improved services Individual requirements can definitely be managed intuitively. But when analysing customer wishes and needs, electronic methods as offered e.g. by MS Business-CLASS from GERLACH TECHNIK are recommended. If data are properly main-tained, the foot care pro can see at the touch of a key that e.g. x percent of customers would like more massage ser-vices, or some clients have trouble enter-ing the treatment chair.

The foot care pro can use this knowledge to improve the quality of his services and further boost customer satisfaction. This, in turn, is the basis for long term customer binding and increasing customer value. One can also, for instance, plan thank-you campaigns for especially important customers, e.g. by passing on the GEHWOL natural discounts to them. Measures such as bonus programmes, special consultations and services also bind customers more strongly and raise the barrier to switching. Also, price sensitivity drops noticeably when satisfaction is high. Over-all, this results in higher sales potential.

Data analysis can show foot pros the best way to their customers.

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This method evaluates customers by sales, but leave a lot of play. For instance, in a practice with 200 customers, one can define that an A customer must lead to at least 400 Euros of sales annually. Evaluations such as the following are possible: 25 percent of customers lead to 50 percent of sales; another 30 percent lead to 35 percent of sales (B customer with 200 to 400 annually, average of approx. 250 Euro) and the remaining 45 percent only contribute 15 percent (C customer less than 100 Euro annual sales, average of approx. 50 Euro).

Possible objective: Transforming B and C customers into A customers.

This method includes development options. For instance, custo-mer B leads to major sales in the overall view, but that‘s the limit in the foreseeable future. Customer A, on the other hand, already buys a lot, but has further potential. Customer B+ is also especially interesting for marketing activities. He has good potential which was not yet raised. The benefit of this method is that other criteria pairs can also be selected, based on existing data: Payment morals / continuity, risk of switching / willingness to recommend, cost / earnings, etc.

Possible objective: Raise sales with B-, B+ and A- customers, e.g. using targeted marketing measures.

Many criteria come into play here. With their weighting and allocation of points, comparability is more objective compared to the previous two methods.

The weighting prevents all criteria from having the same effects in the evaluation. The value of the respective customer is determined by analysing existing data. This results in a customer ranking. Using this method, it is possible to obtain a very detailed customer evaluation.

Possible objective: Increase customer point numbers.

Three paths to customer value1. ABC analysis

2. Sales and sales potential

3. Decision matrix

Customer classification Classification by sales

Evaluation criterionWeighting (factor)

Weighting of customer 1(evaluation of existing data; 1= weak, 10 = very good)

Points number(weighting xevaluation)

Sales

Coverage amount

Willingness to make recommendations

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2 of 20

50 of 50

Special wishes

Creditworthiness

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Visual marketing

Letting product presenta-tions speak for themselvesThe practice window, the reception shelf or the display case in the waiting area - there are many ways of presenting offered services and products. Without high costs, you can radiate safety, quality and structure which properly showcases your daily work. And the presentation is a reason for communicating. In FUSSPFLEGE AKTUELL, visual marketing designer Alexandra Chrobak tells you how to use this for sales without having to say anything.

Ms. Chrobak, what is visual marketing?It describes the optical presentation of pro-ducts and services. It’s about showing what you offer. The goal is to sell products and services by gaining attention with your presentation. It’s important to speak with a single voice. That is, the design must match the podologist or foot care pro and the practice overall.

What options for visual marketing are available in a foot care practice, and are easily implemented?The display window captures attention and makes the first impression. It can attract new patients and customers to the practice or show novelties to existing customers. A sales shelf at the reception or a display case in the waiting area also works for presenting foot care products - especially for practices without a display window. Interest can be generated with the right presentation. Customers will ask the foot care pro about it. This makes first contact. Ideally, the conversation leads to a sale which was not initiated by the foot care pro. This is often more pleasant for both sides, and can also be more promising.

Why do visual depictions stimulate and activate us so strongly?It’s part of human nature. We perceive about 70 percent of incoming information with our eyes. As babies, we did not under-stand speech yet and were dependent on images. Even now, images are easier to understand than text describing the same thing. This is because writing first has to be decoded. For example: In a display case, a foot cream is placed on some moss next to small sticks and stones, and a hiking boot. The presentation immediately tells me that this is about ideal care before hiking. I don’t need any further explanation.

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An attractive window decoration with simple means: a photo background which is optically extended in reality and a light spot on the Soft Feet products..


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This approach can also be used in a display window, right?Yes, exactly. It’s important to show realistic scenes. They should show how the customer can use the product. A display window is usually roomier. One can also use photos showing the application - e.g. with a poster or photo background. Such aids are not especially expensive. For instance, a massage situation can be shown for wellness care. The window design should generate curiosity to create the communication trigger. The display must also ensure attention because the presentation competes with many others.

So my presentation should be larger and more colourful than the one next door?That which presents the entire practice and the way it works is permitted. More colour-ful is not always better. Maybe safety and exclusivity make more sense. The latter can be communicated e.g. by a high quality presentation. Sophisticated materials and fine accessories could be used. A tidy display window also symbolises structured work in the practice. On the other hand, too many products in a pile quickly look messy. But one thing is especially important: One must be brighter.

Do you mean the lighting?The best presentation fails if the light is wrong. A dark display window gives the impression that the practice is closed, even in the daytime. It fails to attract customers. Neuromarketing tells us that we do not control our eyes - rather, our eyes control us. Our eyes cannot get enough of light, and draw us to the light source. But if the “stage” is lit too evenly with bright light, observers cannot identify what is important and get lost in the large display window.

What does the right lighting look like?It’s best to use base lighting and add a bright spot here and there on the most important elements - e.g. the product.

Simple construction floodlamps are rarely enough to work against daylight. Room and lighting designers or the local electri-cian are better sources. One really shouldn’t skimp on lighting. It may seem contradictory, but one has to spend more on lighting in summer than in winter.

But even the best light cannot get past old decorations? That’s right. Presentations have to be main-tained. It’s best to make a yearly plan to set up new optical stimuli every four to five weeks. Seasonal events as well as vacation periods and seasons offer themselves as occasions here. But a complete redesign is not needed every time. Often, a basic design can be further developed and changed just be switching something. This makes it look new with fewer costs.

And what do things look like inside the practice? What options exist for clever product presentations?It’s important to create focal points and avoid too many optical attention-getters. In the waiting area, a display case can work to show products similarly to how it’s done in a display window. Foot care pros can work at the reception with a sales shelf behind the counter. They can display pro-ducts here and directly access them after the treatment. A clear structure is recom-mended here as well. Products can be structured e.g. according to applications, such as wellness or various problem solu-tions.

Can the sales counter also be included into the presentation?Yes, definitely. Companies offer displays for new products. Even if they are very high quality and attractive, you can add some-thing to better integrate them into the over-all design. Just as in the display window or case, real elements are suitable. For instance, samples can also be placed in this small world. What customer doesn’t

want to try some? But they won’t do so without talking to the foot care pro or podologist. Once communication gets started, you can recommend the displayed product or another one, depending on care requirements. But the design has fulfilled its purpose: The sale was initiated.

Thank you for the consultation.

is an IHK-certified designer for visual marke-ting and diploma salesperson in marketing. Her company DURCHDACHT (web: www.durchdacht.com) has offered Germany-wide services covering the entire range of display advertising since 1996. Her offerings range from purchasing via ware presentation and store design/concepts for visual merchandi-sing to trainings and seminars.

Alexandra Chrobak


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“Customers come back for more”Nearly 170 colleagues participated in this year‘s survey on customer satisfaction. One conclusion: The customers of the foot care pros are highly satisfied with GEHWOL products. The echo was also positive in many other areas. The survey showed starting points for further improvements as well.

More than 20 percent of the approx. 170 survey participants assessed the quality, variety, product benefits, expectations linked to the applicable product, informa-tion about the products and the product design as good, while about 70 percent assessed it as very good. There were almost no negative assessments. These positive results are also reflected by numerous comments on feedback from their customers. “Fully satisfied“, “very positive response, customer is buying more“, “creams are bought well“, and “the pro-ducts show success with the customer, and therefore satisfaction“ are just a few examples.

The results particularly mean one thing: Quality asserts itself, and customers notice it. As a foot care pro, you have a product range which successfully supports your customers with foot care problems and daily care requirements. With innovations such as the new GEHWOL FUSSKRAFT Soft Feet line with modern ingredients, the product range constantly adjusts to customer requirements by providing added-value products. As your clients grow more satisfied, they will also become less price-sensitive. Customers know: Good quality has its price.

Technology which gets attentionResponses about the technology range are also positive. About 75 percent, respectively, assessed quality, product benefits, variety and provided background information as good to very good. Shelf life, appearance and product expectations were not far behind. About 15 percent made no state-ments here. This allows us to conclude that these colleagues are not using Gerlach Technik products. Negative evaluations within this theme complex are in the lower, single digit range in all cases.

Good serviceThere is more innovation potential, specifi-cally in the field of GERLACH TECHNIK. The carbide grinders which were developed with Hager & Meisinger (see page 3), for instance, are proof of the company’s constant efforts to simplify your everyday work and make it more pleasant. The survey participants are largely satisfied with product information, sales aids and terms. Both here and in train-

ings, about ten percent see more upward potential. This also applies to internal tele-phone services. Overall, accessibility and friendliness were evaluated very positively, and service and advice quality as good.

Never standing still Overall, the survey results were very posi-tive. Nonetheless, we continue to make all efforts in the GEHWOL and GERLACH TECHNIK product fields to improve quality and service, making the foot care pro’s everyday work more efficient, simple and lucrative. One example of this is the new electronic fixing brake in the CONCEPT F3

treatment chair, which can be operated via the remote foot switch. We have traditionally worked shoulder to shoulder with the service trade, which will continue in the future. The many indicators in the survey comments play an important role here. Only our dialogue with you allow us to offer and further optimise our services to your needs in the long term.

Survey 2014

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GEHWOL campaign for diabetics

For better risk awarenessThe GEHWOL Diabetes Report 2014 shows that diabetics pay too little attention to their feet. There is often too little knowledge about the consequences of neglected feet, or insufficient care awareness. About 42,000 amputations per year are the sad proof. GEHWOL therefore started the campaign: “Standing up to diabe-tes!“ to provide information about possible risks and sensitise as many diabetics as possible to the health of their feet. As a foot care pro, you can support this campaign.

63 percent of diabetes patients don‘t think that they have to pay attention to their feet. As many affected persons feel poorly in-formed. Even these two values from the GEHWOL Diabetes Report 2014 show that there is much to do for diabetic foot health. The diabetes campaign picks up on this. With the informational campaign “Stand-ing up to diabetes!“, GEHWOL aims to inform affected persons and sensitise them to the need of practicing their own regular foot care.

The vehicle is a quiz with eight questions on diabetic foot health, in which your patients can also participate. The already existing diabetes manual is updated with a participant coupon during the campaign. Distribute the manual, which you can order directly from Gerlach, to your clients. Gerlach will raffle 100 preventive care sets, consisting of four tubes of GEHWOL med Lipidro Cream, two tubes of GEHWOL med Callus Cream and a

fluffy foot towel, among all participants who correctly answered all questions.

Expertise of foot care prosThe questionnaire is also pro-vided on the internet at www.fussvital.info and can be completed there. If participants cannot answer questions directly and on their own, the website contains the required information. Or you can provide expert advice. The last issue of GEHWOL JOURNAL also focused on diabetes, and can likewise serve as a source of informa-tion for the quiz.

Aside from the end consumer magazine and the internet site, “Standing up to dia-betes!” is also advertised in extensive press work. In the foot care practice, you can also generate attention by ordering the matching campaign poster before and during the campaign period (the quiz sub-

mission deadline is 31 August 2014) and pass out the manuals.

Utilising conversations It also makes sense to comment on the diabetes campaign during the treatment, since you can specifically address those patients who would especially profit from this information.

This is how you can make your campaign successful!

Targeted campaigns by foot care pros for their clients fulfill several objectives. They can be used to address new customer groups. But existing customers may also be interested in advisory weeks on specific themes or discount campaigns. The following tips can help in careful planning:

Good campaigns are easily understood and have a discernible benefit for the target group.

Give your planned campaign a title which arouses curiosity, but is also easy to remember.

It’s elementary to set out the goals which you want to reach. They may be monetary (increasing the number of sold products, higher sales) or consist e.g. of improved customer binding effects.

Take enough time for preparations. Define the measures with which you want to reach your set goals. Pay attention to ensuring that all advertising materials, sales products and other components are ready at the start of the campaign.

Think about how your customers will find out about the cam-paign. Classic advertisements, mailings and radio advertising are some possible channels. Word of mouth advertising can also be used effectively.

Follow-up is necessary after the campaign. Was the campaign worth it? Did you reach your goals? Did planning and imple-mentation go well? How can you determine starting points for improving subsequent campaigns?

Diabetic skin needs special protection. Special products are needed to effectively counteract risks such as dry skin, callus, fungal infections, cracks and inflammation. But care motivation can only be developed with consistent information. As in all customers, it‘s important to take the individual wishes and skin findings of diabetics into account. A broad product range is the right foundation for specific individual consultations. GEHWOL therefore sent its product range to the testing lab again and scientifically confirmed suitability for diabetics in 27 individual products.

EDUARD GERLACH GmbH · Postfach 1249 · 32292 Lübbecke Telephone +49 (0)5741/330-0 · Fax +49 (0)5741/347300 · www.gehwol.de

27 individual products

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