Four marketing tips for OTC pharma brands in Asia
Low Lai Chow
Despite the regulatory issues and unique purchase occasions applicable to most brands, the over-the-counter (OTC) pharmaceutical sector is not as different from other consumer-facing industries as is frequently assumed. That was the message Dr Sebastien Boisseau, regional strategic planning director, Asia Pacific at Ogilvy Health, the agency, delivered to attendees at the OTC Pharma Asia 2013 Conference.
"We all share the same kind of needs," he said. To take just one example, while pharma manufacturers are seeking to understand distinctive stakeholder groups like patients, doctors and pharmacists, the...