Brandperx survey identifies cost as a leading OTC differentiator
SCOTTSDALE, Ariz. — Health, wellness and the optimization of access to OTC medicines have emerged as significant themes coming out of NACDS Annual this past weekend.
More and more, shoppers are seeking to take control of their healthcare, noted Colin Mackenzie region head, Americas, GSK Consumer Healthcare, in an early morning presentation before attendees of the National Association of Chain Drug Stores on Sunday. "[Consumers] have access to more information and research than ever before and they are using it to [better] understand their own personal healthcare," he said. "Self-care is clearly a growing area for our business."
Mackenzie noted that personalization, convenience and the proliferation of digital tools — one-in-five Americans have downloaded a health-related app to their phones, for example — are all helping to drive growth across self-care solutions.
But according to a survey exclusive to Drug Store News, another significant driver behind that growing interest in self-care solutions appears to be cost. The price or overall value of an OTC product is the most important consideration when recommending a nonprescription solution to their patients — 26.4% of doctors suggested that value consideration leads to better adherence — according to a survey of more than 1,000 practitioners exclusive to the Brandperx network.
And cost is also the most significant benefit associated with OTC products, according to the survey. As many as 28% of doctors identified cost as the leading benefit when a new OTC is brought to market, followed by efficacy (25.6%).
Brandperx is a point-of-care marketing solution that offers demonstrated success creating brand discussions with consumers. The company works with some of the world’s top pharmaceutical and OTC brands and delivers more than traditional point-of-care marketing. The programs are designed by healthcare marketing experts who help turn providers and their patients into advocates and purchasers of a brand, the company stated.
