Marketing medicine - A consumer perspective

Julian Rodway

This article considers the attitudes of consumers toward OTC medicine brands and advertising. Brand relationships in the OTC medicine market are fundamentally different to fmcg: consumers lack specialist knowledge and defer to a third party's advice (generally the pharmacist).

Marketing medicine - A consumer perspective

Julian Rodway of expressions planning sheds light on the attitudes of consumers to OTC medicine brands and advertising - there is scope for a more radical advertising approach that breaks away from the tired clichs

Julian Rodway

THE PURCHASE decision process in any market represents a complex number of factors, some logical and readily rationalised, others more emotively based and some just flippant. The complexity of a market is not necessarily reflected in the computations of the purchase decision process. Technologically-driven markets such as computers or software often cause consumers to regress and transfer...

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