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TRUTH 5: THE CUSTOMER JOURNEY IS IN CONTINUAL FLUX

Health

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 5: The customer journey is in continual flux

Further reading:
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