Consumer choice for over-the-counter drugs and supplements in the health care arena

Hollis Ashman, John Himmelstein, Dorothy Minkus-McKenna, Samuel Rabino and Howard R. Moskswitz

A framework is presented to understand how consumers respond to eight topics for OTC health care, ranging from simple physical examinations to medicinal shampoo.

Functional foods, supplements
Non-prescription, OTC products
Conjoint analysis
Strategy

Consumer Choice For Over-The-Counter Drugs And Supplements In The Health Care Arena

Approaches to a macro-database across topics

John Himmelstein Home Healthcare, Pharmaceutical DistributionHollis AshmanThe Understanding & Insight...

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