Healthy Skepticism Library item: 14096

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: news

Web lags behind in search for OTC drug information
PM Live 2008 Aug 5
http://www.pmlive.com/pharm_market/news.cfm?showArticle=1&ArticleID=6978

Full text: Despite the rise of online blogs and digital communities, patients still turn to company-led information when researching over-the-counter (OTC) drugs, according to a survey by Millward Brown.

The company’s UK healthcare division surveyed 1,000 UK consumers and only 3 per cent of people had used online sources for information and advice about OTC medicines, compared to 18 per cent and 15 per cent respectively for digital cameras and holidays.

However, company information such as leaflets in doctors’ surgeries, information on packaging and company websites are a popular source of patient information, with 53 per cent turning to them.

“Healthcare brands have a long way to go before their products are as talked about online as other sectors. However, they still need to keep their finger on the pulse about what is being said about their brands online as well as offline. Word of mouth has a big influence on purchase decisions that cannot be ignored,” said Trevor Acreman, UK head of Millward Brown Healthcare.

Negative feedback
When patients do talk online about OTC drugs the feedback is more likely to be negative. However, this was the case with all product categories including digital cameras and car insurance.

Positive recommendations were more likely to come from offline personal contact and word of mouth recommendations.