Here we bring you a review of our first regional North American OTC Conference, which took place last week in Morristown, New Jersey, America’s central business hub for consumer healthcare.
Nicholas Hall opened proceedings with his Keynote address and annual report, reviewing recent successes in the US market, and noting a particularly successful cough and cold season. He also delved into the seven market drivers leading the current growth in OTC, the most popular being consumption by women and the ageing population.
This was followed by a gloves-off panel discussion, hosted by Mike Tarino, Principal of Tiltas Solutions. Mike was joined by Sandra Morris, former Senior Benefits Manager at Procter & Gamble, Mike Thompson, President & CEO at National Alliance of Healthcare and Dennis Marco, Managing Partner of Hamilton Public Affairs. The panel discussed and challenged what the administration of Trump meant for consumer healthcare and OTCs. Tarino highlighted drastic changes impacting US healthcare, with the costs for a family of four seeing a near US$20,000 increase in the past 16 years.
Ed Rowland provided an update on Boots UK and implications for the Walgreens Boots Alliance in the US, exploring the differences in UK and US marketing. Scott Emerson, Founder & CEO of the Emerson Group, shortly followed with a presentation on Innovation and how it isn’t quite what you think! Scott asserted that we need to think about what it is consumers are looking for in their products. Brands need to question their white space and ask ‘is it truly white space?’ when it comes to being innovative in branding. Scott also stressed that we must not be afraid to be patient when it comes to launching new products.
Finally, seeing us into our lunch hour, Geoff Betrus, Senior Director Shopper Solutions and Lynn Hall, Senior Director of Health and Wellness Solutions, both of J&J, explored consumer healthcare and retail partnerships, and how these can be integrated to deliver new consumer solutions. Geoff explored the current diabetes epidemic, emphasising the importance of Diabetes wellcare and how education for diabetic patients / carers is vital in understanding how to live with the disease. Lynn addressed the need for marketers to help people change their behaviour and attitudes towards their well being, and how this is something that can be achieved through motivation enhancement – that is to say by enhancing our abilities and creating opportunities.
After an informative morning, our delegates once again congregated for an afternoon of presentations focusing on reaching new heights in consumer healthcare. The afternoon session began with Monica Wood, VP Global Consumer Healthcare and Member Insights for Herbalife Nutrition, detailing key learnings for OTC companies in benchmarking the direct selling industry to generate sales. Monica was swiftly followed by Tine Hansen-Turton, who discussed the value proposition of convenient care and how retail-based healthcare clinics can build a culture of consumer-driven healthcare.
After a brief networking break and injection of caffeine, Thierry Garrier, Director of Marketing, Dietary Supplements NA at DSM, presented some of the new technological advances in consumer healthcare, such as bone density scanners, blood cholesterol testing and lutein vision health, an area of tremendous growth. Thierry also showed us Vitascan, a finger prick blood test which gives results in ten minutes on a smart phone! Certainly food for thought in an industry constantly searching for the latest unique selling point!
Our closing presentation from Patrick Spear, President & CEO for trade association Global Market Development Centre, analysed how health & wellness can be packaged as a retail strategy, allowing marketers to meet consumer expectations. Patrick discussed the difference between the ‘consumer’ and the ‘shopper’, emphasising that the consumer holds the ambition but the shopper holds the reality of the purchase. Patrick also analysed some of the ‘disruptive innovations’ in the OTC industry; products such as wearables, which 70% of millennials now own. Patrick insisted that we must navigate towards health & awareness in the industry, enhancing transparency by connecting, collaborating, creating and using commerce.