OTC Drugs – Disease focus or Health focus?

WITH PannonPharma Ltd.
Future Insights & Markets

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OTC Drugs – Disease focus or Health focus?

WITH PannonPharma Ltd.

Well-informed, health-conscious patient. Is this the drug market customer of the 21st century? Let’s dig deeper!

Future Insights & Markets

Background

Over-the-counter (OTC) drugs are products sold directly to a customer without a requirement for a prescription from health professionals. The OTC drug market is a growing and evolving part of the overall drug market, that also dominates the TV commercials. It is around 25% in Hungary.
Recent trends suggest that the pharmacy customer is no longer a passive person, but instead, a more health-conscious, smart buyer, a cooperating actor in its own health care. To better understand the apparently changed attitude and behaviour of customers on the OTC drug market, and the trends that are working in the background, we should investigate some important questions:
Is there raising awareness of patients, a better understanding of health-related problems, or is it the effect of the relatively free media communication on the OTC market? What does 'health' and 'disease’ mean for the different age groups? Etc.

Challenge

Have you got inspired? Let's find answers and real values that matter for customers, providing them with relevant information in an effective way!
Based on the latest trends and the current situation of the company, we need a foresight, comprehensive marketing strategy, that supports the drug company in meeting the demand of the 21st-century customers more effectively.

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