Some day soon consumers will ask Siri or Alexa “What should I do for my headache?” And the answer is very unlikely to be “go to a physical store and buy branded product X.” So, just how can a very traditional OTC healthcare industry respond to digital consumers increasingly focused on wellness and prevention? We diagnose what’s ailing OTC and look at some possible cures…
"The inexorable rise of digital technology, wearables, wellness, and prevention has led to a power shift towards consumers who increasingly think very differently about how to manage their health."
Over the last twenty odd years, we’ve helped create and design some of the world’s most iconic and successful OTC brands. So we’ve got a deep appreciation of the visual and physical cues – and the regulatory limitations – of the self-care and OTC marketplace. Our knowledge enables us, on necessary occasions, to challenge those limits. And these occasions are becoming ever more frequent. The inexorable rise of digital technology, wearables, wellness, and prevention has led to a power shift towards consumers who increasingly think very differently about how to manage their health. Many traditional OTC businesses have been very slow to adapt to this, if at all, when compared the consumer product brands we work with.
"Pills and potions are falling out of favour. Consumers are increasingly concerned about what they put inside their bodies."
So we’ve combined our in-depth knowledge of what works for customers, healthcare professionals, and retailers with these wider economic, cultural and digital trends.
With its heritage of life-transforming innovation, OTC could and should be leading the way towards a new era of consumer healthcare. Dealing with these Uncomfortable Truths is the first step on that challenging, yet exciting, journey…
Originally serialised in Drug Store News, October – December 2017