Kraków Conference Debrief

I hope you’ve now had a chance to explore our full-year 2015 OTC Market Stats update, which includes up-to-date OTC trends and sales data at global, regional and country level (with the addition of Algeria and Morocco this year). I’ll be covering the key results as usual in the next tutorial blog, but for now, here’s your exclusive round-up from Nicholas Hall & Company’s latest event – Regards, Owen Hartnett.

Another successful conference

Nicholas Hall’s OTC INSIGHT 27th European Conference & Action Workshop was held in the beautiful Polish city of Kraków. Representatives from some of the world’s leading companies detailed their strategies to build sustainable OTC brands while delivering real benefits to the consumer, with all in agreement that the consumer must be at the heart of the brand for it to succeed (this year’s theme was indeed “Building Blocks for a Successful OTC Brand”). It was a great pleasure to meet people so passionate about our industry during the Networking Hours and coffee breaks in which I was conducting live OTC DASHBOARD demo sessions.

FotorCreated

An OTC DASHBOARD segment will feature in the upcoming conference video

One standout topic for me was the need for the consumer healthcare industry to engage with digital by choice, not necessity. Nick Melnyk, Managing Director of Central & Eastern Europe at Sanofi, warned that we could end up working for tech giants in future if we aren’t better equipped and more willing to turn to a digital strategy, noting that it is not the most adaptable who survive, but those who disrupt. Our ever-growing OTC DASHBOARD client base suggests a lot of you are already utilising healthcare data in this way, but we are still a long way off in terms of digital, especially in comparison to industries such as media, telecom and FMCG.

Thursday evening saw the return of the prestigious OTC Marketing Awards Ceremony, sponsored by Medical Brands. With so many talented marketers in the room, picking a winner for each award was far from easy, but the recipients below are certainly worthy winners in their respective categories.

Flonase_asset2Most Innovative Global OTC Marketing Campaign 2016

GSK’s early-2015 launch of Flonase Allergy Relief (following Rx-to-OTC switch approval) has garnered over US$300mn in sales, while remembering to put the consumer at the very heart of its brand proposition. Nick Srikanth, Chief of Staff, Europe Americas Region, graciously collected the award.

Screen Shot 2016-04-29 at 11.13.44The 2016 Colin Borg Award for the Best European OTC Advertising

Focusing on the special connection between father and son, P&G’s #HugYourDad campaign for Wick VapoRub Germany is a great example of a brand connecting emotionally with its consumers. Anna Sacha, Global Head, Consumer & Market Insights, was on hand to claim the top prize.

Screen Shot 2016-04-29 at 11.35.40Most Innovative New Product of the Year 2016

RB’s Strepsils Flurbiprofen Spray (Dobendan / Benactivdol Gola in other markets) wins this year’s Most Innovative accolade as it is the first OTC flurbiprofen product of its kind in a convenient spray format. A delighted Akhil Chandra, Global Category Director Analgesics, received the award.

Nicholas Hall concluded that people must be at the heart of innovation (basis of the newly-launched OTC Training Academy) and closed the conference by revealing the destination for next year’s event: Munich, Germany. I very much look forward to seeing some of you then, or perhaps actually much sooner, as the next stop in the OTC DASHBOARD calendar is the 52nd AESGP Annual Meeting in Athens!

OTC DASHBOARD is a subscription-only web service powered by Nicholas Hall’s DB6 Global OTC Database. To find out how we can help you to save time, work smarter and keep connected, get in touch with us today at: otcdashboard@NicholasHall.com

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