Date post: | 22-Jan-2018 |
Category: |
Marketing |
Upload: | ruperta-daher |
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FilomenaMaieseMarke.ng&BusinessDevelopmentDirectorAUSTRALIANSELFMEDICATIONINDUSTRY
What is OTC? • Over-The-Counter(OTC)Products=Nonprescrip.onMedicines
Prescrip(on74%
NonPrescrip(on[PERCENTA
GE]
S3
S2
Unscheduled
PharmacistOnly(BehindCounter)
PharmacyOnly(FrontofCounter)
Self-Selec(on(AllRetailChannels)
WhatmakesOTC
Innova(onso
challenging?
MedicinesareNOTordinaryitemsofcommerce
• Risksaregreater
• Developmenttolaunch.meislonger
• Innova.oncostsarehigher
• Morerulesapply
Thatsaid…OTCInnova(onis…
MarketDisrup(onThroughSchedule‘Switch’
New Brands/ New Categories
through ‘Prescrip(on-to-
OTC’ Switch
S4PRESCRIPTION
S3/OTCNONPRESCRIPTION
You used to need a script for: • AllergyMeds–Clartyne/Telfast/Zyrtec….• ThrushTreatments–Canestan/Diflucan….• Nico.nereplacement–NicoreVe/Nicabate….• Heartburnmedica.on–Zantac/Somac/Nexium…• ColdSoremedica.on–Zovirax….
In the future, you may not need a script for…
• Erec.leDysfunc.on(Viagra,Cialis….)• MigraineMedica.on(Triptans)• OralContracep.vePill• UrinaryTractInfec.onAn.bio.cs• CholesterolLoweringMeds
…willDISRUPTthemarketand(re)definecategories
Innovation
2 x beFer quit rates than going it alone – Nico(ne replacement 3 out of 4 mums prefer the taste – Children's Analgesics 9 out of 10 regrow their hair aNer 16 weeks – Hair loss product
Brushing only cleans 25% of your mouth – Mouthwash category
Understandthesciencetodrivebehaviorchangingclaims
BRAND
BEROCCA–HangoverCuretoBigDaySupport
LISTERINE–150yrbrands(llgrowing
Germ Kill/Bad Breath Whole Mouth Clean/Daily Regime
Execute BIG IDEAS with EXCELLENCE
OTCADVERTISING…We’vecomealongway!
2017Don’tbePedestrian
NICABATEsocialmediacommunitytohelpqui`ers
Welcome to Blackmores
Get 30% off* using
code WELCOME30
Hi Filomena,
Thanks for signing up to Blackmores.com.au.Your path to better health and wellbeing has begun!
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BLACKMORESonlineloyaltyprogram
WOMAN’S HAIRLOSS JOURNEY
8/10REGROWHAIR
WOMEN’S REGAINE The Hairloss JourneyOwningEveryTouchpoint
NICORETTE‘NoGary’CampaignEngagingInsight-basedCommunica;on
Prescription to OTC switch Clai
ms
Brand Repositioning
BIG Ideas Executed with
Excellence
SEE MORE OTC INNOVATION AT ….
ASMIDIAMONDAWARDS‘HIGHTEA’19THOCTOBERATCONVENTIONCENTREDARLINGHARBOUR
FINDOUTMORE:WWW.ASMI.COM.AU