Healthy Skepticism Library item: 8388

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: Journal Article

Abbott B.
Getting your OTC campaign in shape
Pharmaceutical Executive 1984 Sep; 4:60, 62, 67

Abstract:

A questionnaire survey of 1500 women (aged 18-64) was carried out to determine their attitude toward self-medication, the OTC preparations purchased, the source of brand information influencing selection and confidence in the quality of the products. The study asked questions in 5 major categories of physical fitness: body care, diet and nutrition, vitamins, preventive and curative medicines and dental health. Results showed an increasing trend for self-medication, particularly among younger women. Older women tend to buy more generic products than the younger ones. Brand loyalties were mixed. Four out of 5 respondents think OTC drugs are as safe as prescription drugs. Several sources of information were identified; about half ask the advice of a physician. By paying attention to the tastes and habits of these health conscious women, guidelines for targeting advertising can be developed by manufacturers and retailers.