This document discusses Anacin and opportunities for its brand. It summarizes that: - Aspirin is commonly used to prevent diseases and regular intake is cited to reduce cancer, heart attacks, and strokes. - Anacin is not only for healing but its caffeine content can result in quicker, more effective pain relief. - Many consumers rely on word-of-mouth over brands when making healthcare decisions, so Anacin should strengthen brand awareness. - Anacin could demonstrate the benefits of caffeine for pain relief and be part of the mobile health revolution to reach consumers.

1. ANACIN
Trends & Landscape
Jennie Ericsson | AP2 | Fall 12

2. A MEDICAL WONDER
Aspirin is commonly used to prevent rather than heal. Regular intake of aspirin
has been widely cited for its positive side effects, such as reducing the risk of
cancer, heart attacks and stroke. In addition, its ability to “thin out” blood is one
of the leading reasons many doctors recommend aspirin to middle-aged men.
Source: Forbes. ”Study: Aspirin decreases risk of cancer” Maj 2013. Mintel. Academy of Art. San Francisco, CA. Sep. 22 2013 | http://jama.jamanetwork.com/article.aspx?
articleid=645205 | http://www.drugstorenews.com/article/study-aspirin-regimen-could-benefit-prostate-cancer-patients

3. LET’S ACKNOWLEDGE THE FACT THAT
ANACIN IS NOT ONLY FOR HEALING.

4. WE’RE ALL DOCTORS
Everyone is researching their own medical conditions these days. In doing so, we
risk being trapped in what Eli Pariser describes as a “filter bubble.” In it, people
only see what’s interesting to them—a trap created by the social web. This may
prevent people from learning all the facts, and even help increase the risk of
unnecessary pill intake.
43 MILLION 6 BILLION
American adults take aspirin every Painkillers was bought during 2011
day or every other day.
Source: U.S. Agency for Healthcare Research and Quality 2005. | Health Day ”46 million regularly use aspirin”. Mintel. August 2007. Academy Of Art. San Francisco. CA. September 23,
2013 | Over 16 million people visit webmd.com every month:www.quantcast.com/webmd.com | Eli Praiser http://www.ted.com/talks/eli_pariser_beware_online_filter_bubbles.html

5. HOW CAN ANACIN INFILTRATE THESE
BUBBLES AND EDUCATE PEOPLE WHEN
THEY NEED IT MOST?

6. BRAND EQUALITY
The current pharmaceutical market is exploding due to the bad economy and
discount brands. For many people name brands no longer matter. Instead,
consumers are much more likely to rely on information from friends and family
to make important medical decisions.
Top OTC/pain relief brand
- Private label
- Advil
- Tylenol
- Aleve
- Bayer
Source: Drug store news. ”top 10 OTC/pain relief brands/tablets”. Mintel June 2006. Academy Of Art. San Francisco, CA. 22 Sep 2012 | https://docs.google.com/
viewer?a=v&q=cache:EiHxXuzbCwoJ:businessperspectives.org/journals_free/im/2006/im_en_2006_03_Lodorfos.pdf
+&hl=en&gl=us&pid=bl&srcid=ADGEESh-4nzu3D6m4fyNGb8T9o3uleuYf1_pvTNM8uhNE1nUkzfwRcWRgo9fvuEBvHxjOUdCOCGPtXqO216n1PoXfFbleUBiWj_dY
ZPjJGrlT5q3lT_i0fchzsN9XfRvPZt0kX1_wHcP&sig=AHIEtbSIxG94-uXtSZ2Jd1EmHyufQloPsw | http://www.pgstorebrands.com/article-
otc_gets_a_good_prognosis-1502.html

7. LET’S TAKE THIS OPPORTUNITY TO
STRENGTHEN ANACIN’S BRAND
AWARENESS.

8. CAFFEINE AS A TREATMENT
Even with more and more people searching for alternative ways to cure pain,
caffeine is still flying under the radar. Caffeine, which can help inhibit muscle
pain and headaches, is an active ingredient in Anacin aspirin. This combination
can result in quicker, more effective treatments.
http://www.naturalawakeningsmag.com/Natural-Awakenings/January-2012/Alternative-Goes-Mainstream/ | Beverage Daily ”Caffein reduces muscle pain”. Sep 19 2003.
Mintel. Academy of art library. San Francisco, CA. 22 Sep. 2012 | http://my.clevelandclinic.org/disorders/headaches/hic_caffeine_and_headache.aspx

9. ANACIN HAS AN OPPORTUNITY TO
DEMONSTRATE THE BENEFIT OF ITS
SECRET ACTIVE INGREDIENT.

10. HEALTH HAS GONE MOBILE
As technology continues to emerge, people are exposed to more information
about their everyday health. Many of these new advancements are now mobile
which may help consumers gain access to fast, efficient diagnosis. And help
prescribe the right treatment.
Source:http://beforeitsnews.com/healthcare/2012/03/mobile-health-an-emerging-trend-in-us-healthcare-market-1849843.html | http://mobihealthnews.com/16310/12-
trends-for-mobile-health-in-2012/ | http://www.slideshare.net/PSFK/psfk-presents-future-of-health

11. LET’S FIND A WAY FOR ANACIN TO BE A
PART OF THE MOBILE HEALTH REVOLUTION.

12. THANK YOU
Jennie Ericsson | AP2 | Fall 12