Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Filomena Maiese's (ASMI) presentation at Mumbrella's Health & Wellness Marketing Summit.

281 views

Published on

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.

Published in: Marketing
  • If you want a girl to "chase" you, then you have to use the right "bait". We discovered 4 specific things that FORCE a girl to chase after you and try to win YOU over. copy and visiting... ♥♥♥ http://t.cn/AijLRbnO
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • ➤➤ 3 Reasons Why You Shouldn't take Pills for ED (important) ▲▲▲ https://tinyurl.com/rockhardxxx
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Filomena Maiese's (ASMI) presentation at Mumbrella's Health & Wellness Marketing Summit.

  1. 1. Filomena Maiese Marke.ng & Business Development Director AUSTRALIAN SELF MEDICATION INDUSTRY
  2. 2. What is OTC? • Over-The-Counter (OTC) Products = Nonprescrip.on Medicines Prescrip(on 74% Non Prescrip(on [PERCENTA GE] S3 S2 Unscheduled Pharmacist Only (Behind Counter) Pharmacy Only (Front of Counter) Self-Selec(on (All Retail Channels)
  3. 3. What makes OTC Innova(on so challenging?
  4. 4. Medicines are NOT ordinary items of commerce • Risks are greater • Development to launch .me is longer • Innova.on costs are higher • More rules apply
  5. 5. That said… OTC Innova(on is…
  6. 6. Market Disrup(on Through Schedule ‘Switch’
  7. 7. New Brands/ New Categories through ‘Prescrip(on-to- OTC’ Switch S4 PRESCRIPTION S3/OTC NONPRESCRIPTION
  8. 8. 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….
  9. 9. 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
  10. 10. Innovation
  11. 11. 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 changing claims
  12. 12. BRAND
  13. 13. BEROCCA – Hangover Cure to Big Day Support
  14. 14. LISTERINE– 150yr brand s(ll growing Germ Kill/Bad Breath Whole Mouth Clean/Daily Regime
  15. 15. Execute BIG IDEAS with EXCELLENCE
  16. 16. OTC ADVERTISING…We’ve come along way! 2017 Don’t be Pedestrian
  17. 17. NICABATE social media community to help qui`ers
  18. 18. 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! Now you can keep in touch with the latest health and wellbeing news, exclusive promotions and hear all about our new products straight to your inbox. BLACKMORES online loyalty program
  19. 19. WOMAN’S HAIRLOSS JOURNEY 8/10 REGROW HAIR WOMEN’S REGAINE The Hairloss Journey Owning Every Touchpoint
  20. 20. NICORETTE ‘No Gary’ Campaign Engaging Insight-based Communica;on
  21. 21. Prescription to OTC switch Clai ms Brand Repositioning BIG Ideas Executed with Excellence
  22. 22. SEE MORE OTC INNOVATION AT …. ASMI DIAMOND AWARDS ‘HIGH TEA’ 19TH OCTOBER AT CONVENTION CENTRE DARLING HARBOUR FIND OUT MORE: WWW.ASMI.COM.AU

×