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 insights generation process is similar to that in most other fields. "Sometimes we have no market research, sometimes we have too much," Boisseau said. What is important, whatever the product and market, is devising and executing a coherent plan.