Filomena Maiese, Marketing & Business Development Director at Australian Self Medication Industry (ASMI) presented on Innovation and Successes in OTC Marketing at Mumbrella's Health & Wellness Marketing Summit.
You used to need a script for:
• Allergy Meds – Clartyne/Telfast/Zyrtec….
• Thrush Treatments – Canestan/Diﬂucan….
• Nico.ne replacement – NicoreVe/Nicabate….
• Heartburn medica.on – Zantac/Somac/Nexium…
• Cold Sore medica.on – Zovirax….
In the future,
you may not need a script for…
• Erec.le Dysfunc.on (Viagra, Cialis….)
• Migraine Medica.on (Triptans)
• Oral Contracep.ve Pill
• Urinary Tract Infec.on An.bio.cs
• Cholesterol Lowering Meds
…will DISRUPT the market and (re)deﬁne categories
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
Understand the science to drive behavior
OTC ADVERTISING…We’ve come along way!
NICABATE social media community to help qui`ers
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The Hairloss Journey Owning Every Touchpoint