Evaluation of in-Market Communications of Selected OTC Products Targeted to Older Consumers

Abstract

This research establishes a framework to understand how older consumers respond to in-market communications for five OTC healthcare products: allergy medication, back pain relief patches, eye drops, gas relief and sleep aids, products commonly used by this segment. The research objective is to identify how the consumer processes currently publically available information, and whether there exists a higher order set of behaviours that transcend individual OTC topics. The study comprises a combination of self-profiling and the conjoint analysis, allowing us to understand the choice of features and communications. The study suggests a division of consumers into three segments: (1) those who want simple summaries of the situation; (2) those who want a statement of the benefit to them; and (3) those who want a detailed explanation of how and why the product works.

Keywords

OTC products segmentation seniors communications

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