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10 Truths of OTC No. 6: Consumers must be at the heart of OTC
Truth 6: Consumers must be at the heart of OTC
Our first five articles talked about understanding big systemic truths – market, economic, technological – as good starting points to create a compelling OTC product journey. But even those insights will be found wanting without also understanding the underlying consumer and cultural truths. OTC businesses and their products need to offer answers to problems and needs states that consumers actually want to have solved, not what they think needs to be solved.