A look at the Canadian OTC drugs market, and examples on how market research can help brands in this market on differentiating themselves to get ahead of the competition.
How can OTC drug brands get ahead of the competition and differentiate themselves in the market using market research?
10 ten best, average and worst Points of Pharmaceutical marketingAnjum Iqbal
10 ten best, average and worst Points of Pharmaceutical marketing.
Basically this presentation is related to the pharmaceutical marketing. . . that which type of strategies become best , worst and average for the pharmaceutical marketing.
10 ten best, average and worst Points of Pharmaceutical marketingAnjum Iqbal
10 ten best, average and worst Points of Pharmaceutical marketing.
Basically this presentation is related to the pharmaceutical marketing. . . that which type of strategies become best , worst and average for the pharmaceutical marketing.
Social Media: How To Harness The Power Of Social Media In Pharmaceutical eM...Eularis
For most of us, the Internet is a fact of life. However, we still flounder when it comes to justifying online marketing to both ourselves and our CFOs. We’re still stumped by the ideas of effectively reaching our audience in the vast reaches of the Internet, meeting their needs while also meeting our marketing objectives, and simultaneously being able to measure our success in financial terms rather than simply ‘activity tracking’ for our CFOs.
This challenge can be troublesome enough to prompt some companies and marketers to sit it out apart from the obligatory corporate Website, or to half-heartedly engage in some online activities like a product.com Website, some banner ads and blogs and a Facebook page without a real plan to meet the customer and CFO objectives. New initiatives are started and neglected, or focused entirely on the wrong things. As a result, companies miss out. Potential customers - both physicians and patients - don’t get the message, or feel alienated.
That’s what can go wrong. It’s the potential of wasted time, money and opportunity. However, what can go right is even more striking. An eMarketing campaign that is built on strategy and a deep knowledge of an audience, whilst firmly keeping the marketing objectives in mind, can be extremely powerful.
An eMarketing campaign that effectively uses the Internet as a platform, a ‘jumping off’ point to create value and relationships, and a means to speak specifically to marketers’ targets and create two-way value, is one that can succeed beyond many marketers wildest expectations.
How does it work? In this report, we find out. We examine the Internet as it stands today for physicians, patients and Pharma, and analyze how the old marketing strategies must change to reflect the times.
The Book has received the Pharmacy Council of India Endorsement by the President. It gives a creative landscape for Pharmaceutical marketing filled with innovative and practical marketing strategies for all pharmacy students and marketing professionals.
For the first three years since its publication, The Rx Factor stayed among the top three titles, from among 665 books on Healthcare marketing and advertising worldwide. It has also been judged as one of the most reviewed Pharma-marketing books, has figured among the best books in its genre and even been recommended by Kip Piper- perhaps the best known Healthcare strategists in the world, who has even served as Advisor to the US Presidential committees on healthcare.
Leading pharmaceutical marketing services in chandigarhAbhishek Nayak
Find here top leading pharmaceutical companies in chandigarh in India. There companies provide pharmaceutical marketing services, pharma franchise service and pcd distributorship.
Social Media: How To Harness The Power Of Social Media In Pharmaceutical eM...Eularis
For most of us, the Internet is a fact of life. However, we still flounder when it comes to justifying online marketing to both ourselves and our CFOs. We’re still stumped by the ideas of effectively reaching our audience in the vast reaches of the Internet, meeting their needs while also meeting our marketing objectives, and simultaneously being able to measure our success in financial terms rather than simply ‘activity tracking’ for our CFOs.
This challenge can be troublesome enough to prompt some companies and marketers to sit it out apart from the obligatory corporate Website, or to half-heartedly engage in some online activities like a product.com Website, some banner ads and blogs and a Facebook page without a real plan to meet the customer and CFO objectives. New initiatives are started and neglected, or focused entirely on the wrong things. As a result, companies miss out. Potential customers - both physicians and patients - don’t get the message, or feel alienated.
That’s what can go wrong. It’s the potential of wasted time, money and opportunity. However, what can go right is even more striking. An eMarketing campaign that is built on strategy and a deep knowledge of an audience, whilst firmly keeping the marketing objectives in mind, can be extremely powerful.
An eMarketing campaign that effectively uses the Internet as a platform, a ‘jumping off’ point to create value and relationships, and a means to speak specifically to marketers’ targets and create two-way value, is one that can succeed beyond many marketers wildest expectations.
How does it work? In this report, we find out. We examine the Internet as it stands today for physicians, patients and Pharma, and analyze how the old marketing strategies must change to reflect the times.
The Book has received the Pharmacy Council of India Endorsement by the President. It gives a creative landscape for Pharmaceutical marketing filled with innovative and practical marketing strategies for all pharmacy students and marketing professionals.
For the first three years since its publication, The Rx Factor stayed among the top three titles, from among 665 books on Healthcare marketing and advertising worldwide. It has also been judged as one of the most reviewed Pharma-marketing books, has figured among the best books in its genre and even been recommended by Kip Piper- perhaps the best known Healthcare strategists in the world, who has even served as Advisor to the US Presidential committees on healthcare.
Leading pharmaceutical marketing services in chandigarhAbhishek Nayak
Find here top leading pharmaceutical companies in chandigarh in India. There companies provide pharmaceutical marketing services, pharma franchise service and pcd distributorship.
"Differentiating the generics in emerging markets"Ferudun Kandemir
How are generic products perceived in emerging markets?
What are the key points in order to create a good product strategy?
What is customer oriented contextual segmentation?
How do you examine current dynamics to create preferable generics in emerging markets?
First partBegin with a brief narrative description how the plan .docxvoversbyobersby
First part
Begin with a brief narrative description how the plan budget will achieve profitability.
Part two
Gaining approval from the company leadership often depends on the allocation of the marketing plan budget. Show that you know how to spend it wisely.
B2C Objective: Become preferred brand and to increase customer loyalty to our product lines amongst:
· Young Adults (business/career builders)
· Children
· Young Families
Goals:
Tactics:
Budget:
Timetable:
Responsibilities:
1) increasing market penetration to 80%
1. Increase the number of direct sales force and in-house sales personnel who support the retail channels by 20%
2. Increase b2c advertising by 10% each
3. Lower the prices of cold medicine and make it affordable to the target groups
1.
$25M
2. 39M
3. N/A
Christopher
Anita
Yasser
2) increase usage of cold medicine to 3.0 bottles/period among the preference groups
1. Offer volume discounts of 15-40% of the manufacturer’s suggested retail price and promotional allowance of 10-20 percent
2. Spend $20 million dollars on all round's advertising campaign, mainly for commercials aired on network television.
3. Increase competitive advertising budgets
1.
35M
2. $20M
3. 39M
Yasser
Mohammed
Anita
3) increase the demand for cold medicine
1. Reviewing and tracking competitors’
marketing mix decisions, performance, and resources
2. Understanding what benefits the customer is seeking, how they learn about products, what their motivation for purchasing is, where they buy the product, what they consider when choosing a product, and the like
3. Determine the current and future size of the market in units and dollars through market research
n/a
N/a
2. $100,000
Mohammed
Anita
Christopher
B2B Objective: Claim a larger market share over specific channels with shelving
· Supermarkets
· Pharmacies
Goals:
Tactics:
Budget:
Timetable:
Responsibilities:
1) increase gross margin of All round from $145.3 million, to $172.3 million.
1. Reduce advertising and promotional expenses
2. Minimize sales force and administrative costs
3. Reduce the purchasing of marketing research
1. 24M
2. 5M
3. 10M
2) Outshine the competitors in the industry like supermarkets and pharmacies
1. Understanding the dynamics of market competition
2. Discern competitors’ strategies
3. Changing the advertising decisions to increase the market share.
1. n/a
2. n/a
3. n/a
3) to maintain long-term profitability and market share in an increasingly competitive and changing environment
1. Embrace skillful marketing which will be pivotal to the long-term success of all-star brands.
2. Assign each member separate assignments, but all are concerned with the performance of the Allround brand and any new brands that might be forthcoming.
3. Make proper decisions in the areas of product choice, distrib ...
CompanyInformation is very important part of anything that exist.docxdonnajames55
Company
Information is very important part of anything that exist in the world but the correct information is the worthy part that actually plays a role in the success of the company. The correct information provided can only become the source of the right decision in the company. The case enables the reader to communicate the detailed description about the company and the shows the depth of the information. It tells that the All- Star Brands Medicine Groups is among one of the leading manufacturers of the packaged goods since 1924 and keep on expanding its network by acquiring or merging with the various small brands in the market. It gives the detailed overview about the company which shows it has three divisions including Consumer products, international and the pharmaceuticals. It also tells about the offering products of each division like the consumer products include detergent, laundry, bar soap and the shampoo. It is quite good that the company clearly tells about its global presence for which the international division is responsible for and also the leading brand of the group. The pharma division is engaged in the activities of marketing as well. The All- star Brand’s All- round is the market leader in Over the counter (OTC) cold and allergy remedy market. The company clearly tells about the profitability of the company through its leading brands and also the decline in the sales due to the tough competition. The group itself is concerned with the marketing activities and the decision of the brand and its extensions as well as the introductions of the new products. The marketing management group is responsible for the marketing activities. The depth of the information about the company is very important while taking the critical decisions of the company. All- star brand provides the information about the company and presents its overview in a clear manner but it should also present some more facts about the company and its pharma division as it the main focus and the subject matter of the case.
Surveys
The first and most important distinction that the surveys point out is the type of medicine Allround is perceived to be, and who are our target customer should be going forward. Allround is primarily a cold medicine and is perceived as a cold medicine. The target audience for Allround as cold medicine is young and mature families. The surveys suggest that Allround is rarely perceived as an effective medication for allergy symptoms. Allround is perceived as the number one medication for aches and cough among the target audience of young and mature families. The market penetration for families is 67%.
Although we have more overall satisfaction than all of our competitors in every category, we do not currently lead in any category within any demographic. Our brand awareness is excellent, with 82.3% of families being aware of Allround prior to making a purchase. 19% of the buyers that know about Allaround are actua.
Blue Team Part 2 Assignment Score -11 pts. (14 out of 25 points).docxAASTHA76
Blue Team Part 2 Assignment Score: -11 pts. (14 out of 25 points)
Note, by making the corrections to the mistakes shown below, you may recapture ½ of the points lost. Due by Friday at midnight.
Strengths
· Our brand formulation covers a variety of fields with our diverse use of ingredients, no other brand compares.
· Having the highest brand awareness, trials, frequency of purchases, and conversion ratio plays to our advantage as the top dog in the market.
· Through our brands recognition, effectiveness, and loyalty in the market we are able to control the price of our products more freely allowing us to out compete our rivals and maintain price leadership (in controlling cost of medication without fear of hurting our profits). Good list of Strengths. -0 pts.
Weaknesses
· Alcohol Based product denies some markets (children, young families).
· Our retention ratio is lower than desired – we need to establish a stronger and more reliable following.
· Lack of direction in advertising at the moment – we have only recognized our rivals we have not decided what we will do as a company whether it be spread consumer awareness more, push or pull strategy, etc.
· Unsure if we will stick with BMW or go to S&R or LLC for our advertising agencies.
Good list of Weaknesses. -0 pts.
Opportunities
· We can possibly take the alcohol aspect out of our formula so that it is more family friendly and people can take it during the day without worrying about becoming drowsy.
· Changing our formula to a capsule brand over a liquid for easy travel.
· Cold medication has seen the largest growth in market share at 6.6% so we should capitalize on pushing an intensive marketing strategy to bring in the most profit. In other words, we do not necessarily have to focus on other markets except cold medication.
Threats
· Besthelp controls the second largest share in cold medication (they use a 4 hour capsule strategy – more on the go friendly).
· B&B as a company covers multiple markets in allergy and cold while Allstar Brand (us) only cover multi-symptom cold. Our market is not necessarily narrow but it is not as specified or broad as some of the other competitors.
· Ethik Incorporated may be one of the biggest threats overlooked in terms of market shares because they have stakes in three markets and may be looking to expand further into ours.
1)
The 3rd Opportunity in the SWOT analysis is written correctly from an external, market perspective. The other two are written from an internal perspective, but should be re-written to show how the market is providing opportunities. (Opportunities and Threats are externally generated and should be expressed as such.) Example: “Increased consumer demand for cold products that work with different lifestyles provides an opportunity to add a capsule version for easy travel.” -3 pts.
The Threats ARE written from an external perspective. -0 pts.
2) Place
All-round products have adapted both the direct a ...
A local business owner in Oxford Mississippi, Good Nutrition manager, Ms. Cynthia Bolden, asked for ideas to make her business prosper further in the Lafayette county community. Good Nutrition is an all natural supplement store and distributor of Nature's Sunshine products.
Should healthcare companies be investing in multicultural? How to formulate their media plans? It has become common to discuss the changing demographics of America yet the advertising dollars targeted these markets haven’t followed to the same degree.
Winning PharmaSim Marketing Game StrategyLaura Winger
With a symphony of heavy data mining and simulation, my team was able to beat the competition (teams of fellow classmates) with no spending on pricey market research reports in this marketing game.
Discussion Therapy for Clients With Personality DisordersClient.docxmadlynplamondon
Discussion: Therapy for Clients With Personality Disorders
Clients with personality disorders often find it difficult to overcome their problems and function in daily life. Even when these clients are aware that they have a dysfunction with their personality and are open to counseling, treatment can be challenging for both the client and the therapist. For this Discussion, as you examine personality disorders, consider therapeutic approaches you might use with clients.
Learning Objectives
Students will:
· Analyze therapeutic approaches to treating clients with personality disorders
To prepare:
· Review this week’s Learning Resources and reflect on the insights they provide.
· Select one of the personality disorders from the DSM-5.
By Day 3
Post
· A description of the personality disorder you selected. (personality disorder).
· Explain a therapeutic approach (including psychotropic medications if appropriate) you might use to treat a client presenting with this disorder,
· including how you would share your diagnosis of this disorder to the client in order to avoid damaging the therapeutic relationship.
· Support your approach with evidence-based literature.
Class Rules
A clear purpose statement (The purpose of this paper is to...) is required in the introduction of all writings.
you are required to cite scholarly resources including peer-review journals and current practice guidelines
Please, all bullets points, bold, red and highlighted area must be attended to.
As the rapid growth of emerging markets gives millions of
consumers new spending power, those consumers are encountering
a marketing environment every bit as complex and swiftly evolving
as its counterpart in developed countries. Product choices and
communication channels are exploding; so is the potential of digital
platforms; and, as everywhere, consumer empowerment is on the
rise.
The impact of these changes has been so profound in developed
markets that three years ago, our colleague David Court and his
coauthors proposed a new approach for understanding consumer
behavior.1 On the basis of research involving 20,000 consumers
across five industries and three continents, our colleagues suggested
replacing the traditional metaphor of a “funnel” in which consumers
start at the wide end, with a number of potential brands in mind,
before narrowing their choices down to a final purchase. Envisioning
Companies that harness word-of-mouth effects, emphasize
in-store execution, and get their brands onto shoppers’
short lists for initial consideration are more likely to capture the
loyalty of emerging-market consumers.
Building brands in emerging
markets
Yuval Atsmon, Jean-Frederic Kuentz, and Jeongmin Seong
1 See David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik, “The consumer
decision journey,” mckinseyquarterly.com, June 2009.
S E P T E M B E R 2 0 1 2
m a r k e t i n g & s a l e s p r a c t i c e
2
consumer behavio ...
Drive Business Success & Growth-Market Research Services-Damco Solutions .pptxAndrew Leo
Uncover new opportunities, find untapped customer segments, and understand the demographics of your target market and consumers with market research services
Read here inspired the blog: https://www.damcogroup.com/blogs/fuel-business-success-and-growth-with-market-research-insights
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This is the ppt translation of the second part of 25 keys to sales & marketing, an audio portable MBA course, which has been developed by New York Times publishing, with the contribution of some of the best known business academicians and practitioners of the contemporary world. This is only a reproduced graphical version of the same with no commercial motive. It has been developed for better self learning and for assistance to the large community of several business practitioners & students, who are in constant pursuit for quality stuff on-line.
This is the ppt translation of the second part of 25 keys to sales & marketing, an audio portable MBA course, which has been developed by New York Times publishing,
with the contribution of some of the best known business academicians and practitioners of the contemporary world. This is only a reproduced graphical version of the same
with no commercial motive. It has been developed for better self learning and for assistance to the large community of several business practitioners & students, who are in
constant pursuit for quality stuff on-line.
Similar to Taking the Red Pill - How Can OTC Drug Brands Penetrate More Households (20)
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
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• Three (3) key tips to maintain a disciplined workplace.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
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Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
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"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
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"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Taking the Red Pill - How Can OTC Drug Brands Penetrate More Households
1. Tak t Re l
How Can OTC Drug Brands
Penetrate More Households
A look at the Canadian OTC drugs market, and examples on how
market research can help brands in this market on differentiating
themselves to get ahead of the competition.
brought to you by
2. Tak t Re l
How Can OTC Drug Brands
Penetrate More Households
brought to you by
01
03
06
The State of the Market
How Can OTC Drug Brands Stand
Out In the Crowded Marketplace
OTC Drug Brands Can Differentiate
Using Market Research
07
09
How to Conduct Market Research
Studies
Mobile Market Research Solutions
Tapping Pharmaceuticals
11 Case Studies of Companies
Leveraging Market Research
3. Tak t Re l
How Can OTC Drug Brands Penetrate More Households
1
Introduction
The State of the Market
Average Revenue per Person
Source: Statista Industry Research, July 2017
Just like many other categories, Pharmaceuticals are reaching a
state of commodity. Simply looking at the overall revenues of
the Canadian market shows us a deep negative trend in year
over year revenues. The reduced retail prices, proliferation of
private-label brands and other variables are making sustainable
growth unachievable for many brands.
According to Statista’s industry research in July 2017, Canadian
OTC Pharmaceuticals market revenue is in decline. The size of
the total revenue was $1,850BN in 2010, where it has been
$1,837BN in 2017. Along with these numbers, average
revenue per person has declined from $54.42 in 2010 to
$50.23 in 2017.
According to the reports the Government of Canada has
published, Canadian pharmaceutical prices have been on
average lower than foreign countries; where foreign countries
are France, Germany, Italy, Sweden, Switzerland, the United
Kingdom and the United States.
4. When we look at the top 10 players in 2015 Canadian Pharmaceuticals
market, 47.7% of the market has been occupied by these companies,
where the smallest company owns 3.4%.
This shows the dominance of large corporations in the market. When we
shift our focus to retailers, we see that in Shoppers Drug Mart, there are
202 anti-acid SKUs, 382 cough/cold/flu SKUs, 261 painkiller SKUs, and
676 multivitamin SKUs listed. In Loblaws, there are 337 cough/cold/flu
SKUs, 176 digestion SKUs, and 57 allergy SKUs listed. (as of 26/02/2018)
More and more SKUs are being introduced everyday, which is making it
more difficult for brands to stand out.
There are many other variables affecting the overall category beyond
what we mentioned above. Some variables are population change, new
entrants to the market, and government regulation changes. However, all
this leads to uncertainty for the consumer and points in the direction of
commoditization for brands overall.
But, how can brands get ahead of the competition and differentiate
themselves in the market?
Introduction
The State of the Market
Market Share (%)
Source: IMS Pharmafocus 2021
2
Tak t Re l
How Can OTC Drug Brands Penetrate More Households
5. Getting Ahead of the Competition
How Can OTC Drug Brands Stand Out In the Crowded Marketplace
Examples of Alka Seltzer, Voltaren, Aspirin, Advil, and Aerius shows us one
thing; the importance of brand and marketing in the market.
Imagine a consumer with a terrible headache entered a Shoppers Drug
Mart and wanted to buy a painkiller immediately. She went to the
painkillers section directly, and now, she has 261 options. There are four
probable ways she will follow according to her instincts;
1. She will purchase the product she bought before and has worked on
her.
2. She will purchase a product that her friend suggested to her, or she
saw ads on television, on billboards, or somewhere else.
3. She will purchase a product that differentiates itself from other
products with its packaging design, which gives a to-the-point
message.
4. She will purchase the product with the lowest price, since she doesn’t
think there is a real difference between brands.
This example shows us the importance of the brand awareness, customer
experience of a product and product’s marketing elements like messaging
and packaging design.
3
Tak t Re l
How Can OTC Drug Brands Penetrate More Households
6. At markets in commodity stage, the brand is the most
influential variable on shopper decisions. If rightly
positioned, brand differentiates products from each other.
Brand
Audience Product Marketing Service Experience
Understanding the usage
and attitude of the target
audience is the first step
for brands’ positioning and
brand strategy.
According to the consumer
consumption behavior,
products must have the
right packaging and
portion.
Positioning the product
with the right message and
packaging design, at a
right price, and promoting
it through right channels.
When shopper journey
starts, marketing materials
and products must be in
place to avoid any missing
opportunities.
Providing a good customer
experience with product,
service, and support,
affects the customer loyalty
on the brand.
4
Sustainable Growth consists of 6 elements that need to be invested for the brand to continue its
growth within any market. These elements are brand, audience, product, marketing, service, and
experience. Let’s evaluate the OTC Pharmaceuticals market according to these elements, and
express what they mean for Pharmaceutical companies.
The shift in the market is a given. Brands who want to achieve a sustainable growth need to apply
a customer-centric strategy to be within the shoppers’ minds.
Tak t Re l
How Can OTC Drug Brands Penetrate More Households
Getting Ahead of the Competition
How Can OTC Drug Brands Stand Out In the Crowded Marketplace
7. 5
Number one thing OTC drug brands need to do is, strengthening their brand awareness
across the target audience of the product.
Understanding the audience will allow companies to identify best marketing channels,
implement product’s positioning in the right orientation, identify consumers’ triggers to
develop better promotion campaigns and marketing messages. Audience’s consumption
behavior helps companies to drive their product development efforts.
Brands can create traffic to the desired retail channel by conducting the right marketing
campaigns. According to the product category, they can affect shopper decisions by
applying relevant trade marketing activities.
Product must fit into consumers’ consumption behavior. Product portions, package
materials, and shape must fit the lifestyle of the target audience.
The shoppers engage at the retail level, brands must be ready and communicate
effectively in-store. Marketing promotions must be well displayed, along with correctly
applied discounts and products. Everything must be ready on the shelves for shoppers to
engage with.
Tak t Re l
How Can OTC Drug Brands Penetrate More Households
Getting Ahead of the Competition
How Can OTC Drug Brands Stand Out In the Crowded Marketplace
8. Market Research Helps Differentiate
OTC Drug Brands Can Differentiate Using Market Research
6
Market research helps companies to be data-driven for each step of the sustainable growth.
Companies can understand their target audience, measure their performance at each step, develop
better marketing materials and build better strategies for their products.
OTC drug brands can use the following market research methodologies to achieve sustainable
growth.
● Usage & Attitude Research
Better understand how consumers use, consume and
look at the specified product category.
● Customer Segmentation
Cluster the customers of a product according to their
behavior, demographics and perception.
● Product Testing
Get feedback on the product prototypes or
on-the-shelf products.
● Concept Testing
Select the best packaging designs, apply the right
pricing, use the right marketing message.
● Pre-test and Post-test
Understand how the ads are performing before
publishing it, and after publishing.
● Brand Tracking
Track the brand awareness, usage, perception, and
purchase intent of the target audience.
● Enter & Exit Surveys
Learn why and how consumers purchase OTC drug
products in-store.
● Store Audits
Audit out-of-stock and price status, availability of
marketing materials.
Tak t Re l
How Can OTC Drug Brands Penetrate More Households
9. Online Market Research
Consumers who are members of an online panel receive an email each time there is a new
research study they can attend to, and share their answers on their web browser. Benefits are the
reach and the approach to the consumers, but it is not in-the-moment. Instead, rather answers
get collected after the experience.
7
Taking Action
How to Conduct Market Research Studies
Tak t Re l
How Can OTC Drug Brands Penetrate More Households
When it comes to conducting market research studies, there are several options brands can
consider.
Traditional Market Research
Traditional market research companies offer extensive solutions; they conduct this kind of studies
via pollsters or surveying consumers when they are within central research facilities. When the
vendor is selected right, results include high quality in some studies but might fail to provide
correct answers at some studies due to the approach to the customer.
Mobile Market Research
The difference mobile research companies bring to the market is since they are using mobile
technologies like cameras, microphones, and GPS, and since the answers are collected from
consumers directly; results are richer, have a higher quality, and collected in-the-moment when
customers have the experience.
10. Taking Action
How to Conduct Market Research Studies
8
POLLSTERS
TARGET AUDIENCE
PAPER/TABLET SURVEYS
DATA ENTRY
INSIGHTS
TARGET AUDIENCE
BEHAVIORAL, RICH MOBILE FORM
INSIGHTS
TRADITIONAL
MARKET RESEARCH
MOBILE
MARKET RESEARCH
The O Way The
Weeks to Months Days to Weeks
Tak t Re l
How Can OTC Drug Brands Penetrate More Households
11. The Power of Mobile Insights
Mobile Market Research Solutions Tapping Pharmaceuticals
9
Tak t Re l
How Can OTC Drug Brands Penetrate More Households
As mentioned, mobile market research is a research methodology that connects businesses with
consumers via smartphones. By connecting businesses with consumers directly, mobile market
research allows businesses to collect insights from consumers and shoppers on their product usage,
consumption behavior, shopping decisions, or in-store experience. Leveraging smartphone
technologies, consumers/shoppers can be triggered according to their behavior, and answers can
include rich multimedia (voice, pictures, videos), location and different types of answers.
How does it work? There are four steps you need to follow when conducting a mobile market
research study.
1. Create
Create your project by
specifying your
objective, target
audience and
questionnaire.
2. Collect
After your launch your
project, targeted
consumers/shoppers
start sharing their
answers.
3. Validate
Collected answers get
validated through the
platform via algorithms
and data auditors.
4. Insights
Access to the collected
data, and generate
insights out of them via
web services.
12. 10
The Power of Mobile Insights
Mobile Market Research Solutions Tapping Pharmaceuticals
Tak t Re l
How Can OTC Drug Brands Penetrate More Households
Two main differentiators mobile market research bring to the market are, connecting businesses
with real consumers/shoppers directly, and collecting in-the-moment answers from them.
Even though some mobile market research providers do not cover all steps of sustainable growth in
an extensive way, Twentify covers all steps with its market research solutions.
Audience Product Marketing Service Experience
Customer
Segmentation
U&A Research
Product
Testing
Concept
Testing
Concept
Testing
Ad
Pre/Post-testing
Store
Audit
Mystery
Shopping
Enter/Exit
Survey
In-store
Experience
Brand
Brand
Tracking
13. 11
Case Studies Customer Experience
A Drug Store Brand Measure Flu Shot Experience In Their Stores
Tak t Re l
How Can OTC Drug Brands Penetrate More Households
Problem
A drug store brand provides free flu shots across Canada in its
stores. To be sure they are executing against the regulations and
understand the consumer behavior and preferences, they want to
measure the performance, the attitude of their pharmacists and
in-store experience from people who had flu shots.
Solution
The brand wanted to conduct a mystery shopping study, where a
person enters the specified store, gets in the line for the flu shot,
takes the flu shot and shares their experiences. Since the brand
wants to collect insights from real people, they preferred mobile
market research provider, Twentify.
Results
Within 10 days, 50 people from 8 cities have visited the
specified stores, took the flu shot and shared their
experiences. Thanks to that information, the brand saw the
uplift of offering a free flu shot on their revenue via other
products and measured the performance of their employees
to take instant actions on the field for better customer
service.
14. 12
Case Studies Ad Testing
An FMCG Company Wants to Select the Best Advert
Tak t Re l
How Can OTC Drug Brands Penetrate More Households
Problem
When a company plans and executes a marketing campaign, it
needs to be aware of the local market dynamics and act according
to the consumer demand and opinions. The company is going to
run a mass marketing campaign for their toothpaste brand and
wants to be sure about the advert they are going to use.
Solution
The brand wanted to conduct an Advert Concept Testing study,
where they want their target audience to evaluate the packaging
design options. Since the brand seeks to collect insights from real
people, they preferred mobile market research provider, Twentify.
Results
In 1 hour, 422 consumers are surveyed, evaluated the
adverts and shared their comments on the advert concepts.
The company identified the best advert option between the
alternatives to ensure that the right message is being
communicated and represented.
15. 13
Case Studies Package Testing
Packaging Design and Naming for a New Multivitamin Product
Tak t Re l
How Can OTC Drug Brands Penetrate More Households
Problem
A pharmaceuticals company develops a new multivitamin product.
Before the product launch, the company wants to understand which
name alternative and packaging design would reflect the attitude of
the target audience the most. The selection will be made across six
name alternatives and eight packaging options.
Solution
The brand wanted to conduct a concept testing study, where they
want their target audience to evaluate the packaging design and
naming options. Since the brand wants to collect insights in an
efficient and trustable way from real people directly, they preferred
mobile market research provider, Twentify.
Results
Within 5 days, 400 people across the country have shared
their thoughts on the name and packaging design
alternatives, and their positive and negative thoughts on
them. These insights helped the brand to select the best
performing option across the list to ensure that the right
message is being communicated and represented.
16. 14
Case Studies Mystery Shopping
A Tobacco Company Audits and Observes In-store Activities
Tak t Re l
How Can OTC Drug Brands Penetrate More Households
Problem
One of the biggest global tobacco companies is running mystery
shopping continuously to audit appliance of trade marketing
activities and see competitive activities. However, their current
vendors are slow, and visits are not 100% trustable due to the lack
of technology integration.
Solution
To be faster and move with a trustable partner, the company
preferred Twentify to audit their trade marketing activities and
observe the market. Every month, they wanted to run mystery shops
at 2,200 different stores across the country.
Results
In 14 days, the company audits 2,2000 stores with Twentify
and sees trade marketing appliance. At this monthly
recurring solution, the company is auditing different criteria
by leveraging flexibility at Twentify platform.
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Tak t Re l
How Can OTC Drug Brands
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