TRUTH 1: OTC ISN’T IN PARTICULARLY ROBUST HEALTH
The inexorable rise of digital technology and an attitudinal shift towards wellness and prevention finds consumers starting to think very differently about how they manage their health. Many traditional OTC businesses have been very slow to adapt to this, if at all, when compared to consumer product brands.
Our partners Nick Vaus and Sara Jones took a step back to look at what works for customers, HCPs, and retailers against a backdrop of wider economic, cultural and digital trends. The result is 10 Uncomfortable Truths that OTC has to deal with to survive and thrive in the 21st century – published by Drug Store News from 4 October 2017 over 10 weeks.
The first one is recognising there’s a problem in the first place – big switches mask the underlying stagnation in OTC: