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TRUTH 4: IT’S ABOUT PREVENTION AND WELLNESS, NOT CATEGORY AND CURE

Health

Number 4 of our 10 Uncomfortable Truths for OTC focuses on the fact that brands must reposition themselves as a positive aid to prevention, rather than just a “have-to-use” cure, or risk vulnerability to all sorts of competition.

Read the article by partners Nick Vaus and Sara Jones, first published by Drug Store News 23rd October 2017.

Uncomfortable Truth 4: It’s about prevention and wellness, not category and cure

Further reading:
Truth 3: Technology is a Double-Edged Sword
Truth 2: OTC Isn’t Actually in the Pharmacy Business
Truth 1: OTC Isn’t in Particularly Robust Health