TRUTH 5: THE CUSTOMER JOURNEY IS IN CONTINUAL FLUX
The new reality for the OTC industry is an ever-evolving customer journey, which results in new obstacles and also plentiful engagement opportunities. Uncomfortable Truth 5 of 10 looks at how brands can adapt to this.
Read the article by partners Nick Vaus and Sara Jones, first published by Drug Store News on 29th October 2017.
Truth 4: It’s About Prevention And Wellness, Not Category And Cure
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