Pharma Views
Using Consumer’s Intuitive Logic to influence OTC buying behaviour
This article was written by Anil Khanna for Express Pharma as the Business Head of CubeX – Business Intelligence & Strategic Consulting Division of Sorento Healthcare Setting the context When it comes to communicating to the consumer, OTC medicines communication largely follows a uniform formula: Show the problem (in a realistic or exaggerated manner) or the consumer’s pain or agony due to the problem ?introduce the product ? show how it works (scientific method) ? then the relief ? ending with the brand benefit The end result is that, more often than not, nearly all the brand communication for most OTC medicines looks quite similar if not exactly same. This...
Read MoreInto the minds of retails chemists
This article was written by Anil Khanna for Express Pharma as the Business Head of CubeX – Business Intelligence & Strategic Consulting Division of Sorento Healthcare There has been, of late, lot of action happening in pharma retail space. All India Organisation of Chemists & Druggists (AIOCD), which virtually controls the entire pharma retail industry, is corporatising itself and becoming a legal entity. Which means it will become the largest retail chain in the world! More than 700,000 chemists are part of this body, and this organisation, through its member chemists, dictates the terms of engagement. The numbers in perspective The number of chemists,...
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