Nicholas Hall’s Conference Report

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Nicholas Hall sends this report from the 30th European CHC Conference, held last week in Vienna.

Well, after three days packed with expertise and insights, my key takeaways from the Vienna are as follows:

• Consumers are increasingly demanding personalisation of products and services, with digitalisation key to both driving and meeting this demand

• Digital is disrupting conventional paradigms of healthcare

• The empowered consumer expects to sit at the centre of their wellbeing, playing an active role in their healthcare choices. The role of HCPs is moving away from paternalism and closer to that of a mentor or coach

• In terms of technology, we must ensure we are delivering real added value to the consumer, using insights to generate a deeper understanding of what motivates them

• Don’t be afraid to partner with other companies and service providers to deliver the holistic care consumers increasingly seek

After I took to the stage to give my keynote reviewing the trends of the past year and outlining what is next for CHC, Tamara Rogers, SVP & Region Head, EMEA Consumer Healthcare, GSK reviewed the Consumers of the Future = CEOs of their Own Bodies.

She explained that the wealth of data available offers great opportunities to the consumer healthcare industry, but that we must have the ability to interpret it and leverage insights to better know, understand and connect to the consumer.

Tamara was followed by Luca Pagano, Group CEO, BeMyEye, who explained how the BeMyEye disruptive technology allows marketers to maximise the performance of their brands in the retail space, delivering actionable insights to constantly monitor their in-store execution. The most transformational companies are implementing new methodologies for their go-to-market strategies. BeMyEye allows marketers to respond to retail trends in real-time, enabling them to implement continuous performance improvements.

After the presentation of our Awards shortlists, Grigoris Karelos, Country Director, Greece & Cyprus, J&J, asked us “whether we create “Love Brands”? He argued that, by definition, communication about healthcare products is negative as we discuss illness and symptoms. Therefore, the way we talk about our brand is crucial. We must create emotional connections based on consumer insight to create impactful and relevant communication. It is important to have a clear and consistent brand belief if we want to create long-lasting relationships with consumers. However, the ways in which we communicate this message must evolve in order to stay relevant.

We were then lucky to be joined by Daragh Anglim, Managing Director, Prohibition Partners, to explore the Medical Cannabis landscape of Europe.

This is such a fast-paced and exciting category, yet Daragh explained there is a real lack of education for HCPs on this subject – it has been legal in the UK since November 2018, but has yet to be prescribed on the NHS, with doctors taking a risk-averse approach.

There is a need for education and clarity about the medical use of cannabis. There’s an existing user base for the product, so it’s not about educating on what it is, necessarily, but rather its safe usage, therapeutic applications and medical benefits

Medical cannabis offers huge growth potential, but independent and reliable data is necessary to drive the category forwards.

The Business of Being & Feeling Well was the next topic presented by both Dr Rodney Collins, Regional Director, EMEA, McCann Truth Central and Harjot Singh, Chief Strategy Officer, McCann Worldgroup EMEA. They argued that the notion of wellness and what it means to be well have evolved, with people today regarding it more as a state of mind, and one of the largest unmet needs is helping people to be happy and stay positive. Technology is improving peoples’ sense of wellness, but we must ensure that the technology is relevant and delivers added value, or else it becomes technology for technology’s sake.

Dr Iris Hardewig, Senior Consultant, Analyze & Realise explored Digitalisation in the Natural Health Space, and identified key areas in the natural health sphere where digitalisation plays a role, including growing interest in personalised products. Consumers increasingly want to know more about themselves, possible through tools such as tracking and genomics, and are willing to invest in personalised natural health products to supplement their health and lifestyles. Prevention has been a growing theme in recent years, albeit at a slower pace in Europe, and we see continued investment in this segment. Much of the investment in personalisation of supplements and natural products – achieved via digitalisation – comes largely from start-ups, rather than established pharma players.

Iris was then followed by a series of Innovation talks over coffee, led by Don McKernan of Impact and our partners at The CHC Innovation Connection.

Back to the main stage, the next presentation showed us How Digital is Changing People’s Relationship with Health, and was led by Milena Leone, Head of Innovation & Digital Consumer Healthcare, Sanofi. She argued that in terms of digital, pharma lags far behind other industries. Through the creation of the ÜWell digital platform, Sanofi has sought to meet the needs of consumers who are becoming more curious, demanding and impatient. She explained how the ÜWell digital health platform is designed to simplify, speed up and improve consumer access to HCPs and healthcare services. ÜWell is an omni-channel strategy that allows consumers to manage their health independently, acting as a personal digital health coach.

Our final presenter of Day 1 was Dave McCaughan, who took a lighthearted look at the “History of Underwear” to explain that we must recognise and react to social change in order to maintain a meaningful relationship with the consumer, adapting to an evolving society in order to remain relevant. Stressing the importance of recognising social shifts to create meaningful relationships with consumers, Dave stated, “we live in a world driven by emotional benefit. Science and technology are the support”.

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Opening Day 2 was Niklas Larsson, PhD, Research Director, Probi, who took a detailed look at Probiotics and Female Health , exploring New Benefits and New Consumers.

He reviewed how probiotics for women’s health have historically focused on vaginal health, yet Probi is going beyond this and addressing other concerns that primarily affect women: anaemia (largely in teenagers and women of child-bearing age) and osteopenia and osteoporosis (in post-menopausal women). Niklas proudly reported that the products have strong efficacy, backed by animal trials and clinical trials, and offer health benefits for women throughout various stages of their lives.

Next up was CEO of Austria’s Institut AllergoSan, Anita Frauwallner, with a presentation entitled “With a little help from my friends” Or How Tiny Bacteria Helped Me to Outperform the German and Austrian OTC Market.

Established in 1991, Institut Allergosan began with a focus on innovation, employing a different approach to probiotics which included high CFU and multiple strains. Its first clinical trial was so successful that it’s still viewed as one of the Top 12 ever probiotic clinical trials in the world, according to the World Gastroenterology Association. Highlighting the importance of R&D in her business model, Anita detailed that they have more than 40 trials running currently, and research co-operations with all five university hospitals in Austria, as well as international co-operations. For Anita, research not only helps you realise what’s possible, but it builds trust in what you do.

Our data partners for France, OpenHealth Company, were represented by Nicolas Grelaud, Commercial & Marketing Director, who explored Meeting New Health Consumer Expectation: Engaging Experiences and Naturals. A complex subject by definition, we face challenges in multiple areas, including changes in demographics, culture and technology. Nicolas recognised that we must recognise the increasing demand for natural products, with 1 in 4 consumers preferring to take a natural treatment rather than a medicine. We are witnessing a shift in the consumer paradigm. Our health consumers used to be patients, and then became consumers, and they have now evolved to “Consum’actors”, who are open-minded and engaged in their healthcare decision-making process, often seeking natural and local alternatives and asking for personalised solutions. Nicolas stated that pharmacists must evolve, adapt and reinvent in light of this new healthcare consumer, becoming the place of truth that the consumer is expecting.

Our next presenter was Martyn Hilton, Chief Global Commercial & Marketing Director, HRA Pharma, who explored How the Digital Landscape is Changing the HRA Pharma Business Model. Detailing the digital strategy behind HRA Pharma’s two focus brands, ellaOne and Compeed, Martyn explained the importance of understanding the role the digital environment plays in the consumer journey today, as well as tomorrow, and also urged delegates to identify where we can look to intercept and influence consumers. We must create content that‘s relevant and in the right format for our intended audience.

Pointing to disruption in the way consumers access medicines, through tools such as telemedicine and mail-order, Martyn detailed that HRA Pharma invests in click & collect and delivery methods for ellaOne in certain markets, which have been received positively.

Alessia Scarpocchi, Market & Digital Strategies Director, Apoteca Natura, Strategic & Web at Aboca Group gave a presentation reviewing An Integrated Digital System to Evolve Customers’ Healthcare Journey: The Apoteca Natura Experience.

She explained what Abioa are doing to keep ahead in the digital age – going beyond simply providing products and services to purchase, the company instead wants to offer health solutions for people, with the individual at the heart of its mission. Digital tools are key to supporting  this ambitious positioning, with a range of training materials available for pharmacists, as well as a multi-channel approach to its direct-to-consumer communication. The company launched its Health & Wellness System 1.5 years ago, with digital dashboards developed for all stakeholders, including the possibility of loyalty system for consumers. The MyApotecaNatura app includes a number of tools and functions to allow consumers to engage in their health management, including tracking metrics, creating a health profile and accessing healthcare information. Initial result are very encouraging, with around 175 thousand app downloads and impressive levels of user engagement.

From TV-centric to Digital-led: A Paradigm Shift in Consumer Healthcare – our final speaker was Maurizio Luongo, Corporate Consumer Health BU Director for Menarini. Pointing to the evolving consumer who demands more digital tools to make personal healthcare choices, Maurizio outlined how Menarini has risen to the challenge of the shifting paradigm, with two of the key elements in the digital journey being attention and relevance. He concluded that we must combine technology, processes and organisational structure if we are to achieve digital operational excellence.

Alongside these inspirational sessions, we were so proud to host various networking opportunities, and of course to celebrate successes with our Marketing Awards. We were grateful to be joined by MSF to discuss their charitable activities, and to present them with a donation from The Nicholas Hall Group.

As I wrapped up the event yesterday, I announced that our 2020 meeting will be in Athens, where I hope to see many of you again!

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CHPA Report & Conference

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Last week, to tie in with its Annual Executive Conference (AEC), the Consumer Healthcare Products Association released a white paper that found, on average, every dollar spent on OTC medicines saves the US healthcare system around US$7.20, resulting in nearly US$146bn in savings annually. CHPA President & CEO Scott Melville commented that the “healthcare system undervalues the contribution of our industry’s products”, and explained that the research will support legislative initiatives promoting financial incentives for consumers to buy OTCs using health insurance flexible spending plans.

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Done in partnership with IRI, the study was conducted in part to raise the profile of OTC products in USA. It found that around 90% of people who buy an OTC product for a condition would seek medical care if the OTC product had not been available. The study analysed nine OTC categories to identify the primary contributors of cost savings to the healthcare system. The categories include allergy, analgesics, antifungals, cough / cold / flu, lower GI, medicated skin, upper GI, sleep and smoking control. The research showed that OTC medicines provide additional value through expanded access to more than 27mn consumers who would otherwise forgo treatment – more than 13mn Americans for allergies alone.

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Writing from Florida, Nicholas Hall said: “Trust was a major theme of CHPA’s Annual Executive Conference … Edelman presented data showing that consumer trust of healthcare is improving after plummeting last year. Speakers agreed that trust goes beyond building brands. In a session I moderated on Tuesday, Bayer CH President Heiko Schipper said that our industry needs to, “articulate better what we do. We are doing a lot of good things like being responsible for the environment and employee diversity”.

Taisho Executive VP Ken Uehara agreed: “Trust can’t be built instantly, certainly for our company, it’s our most important asset.” Alan Main, Executive VP, Sanofi, commented that in the past it was about building the brand: “I still think the brand comes first in people’s minds, but we have to look after the brands, not just for five years but for 30-40 years.” Katie Devine, who is moving into a new leadership role at J&J, said companies can choose not to reply to every tweet, but should maintain a fact-based conversation about being responsible in the treatment of employees, the population and planet.

Other questions I addressed to the Leadership Panel concerned the lack of Rx-to-OTC switch (Alan Main said switch has an important role to play in the future of self-care); CBD (all panellists believe it will develop well beyond the current US$500mn quoted by IRI, although Katie’s point, “I know how to switch from Rx to OTC, but not from illegal to legal”, was well taken); and the number one item on their wish list — speed to market and improved innovation were favourites … I liked the concentrated format of this year’s AEC, with two half-day sessions, which allowed time for networking, and was proud to have been one of three Preferred Sponsors of the meeting, in the good company of Google and the Emerson Group.”

Nicholas Hall will discuss the latest Market Trends and Innovation impacting the CHC market at our annual North American CHC Conference (26-27 June) in collaboration with our partners EverythingHealth. As well as the chance to network with other industry players, you can hear from Google, Jefferson Health, Persuadable Research and other industry experts. Don’t hesitate — book before 31 March to save with our generous early-bird booking discount! To find out more about this event, please contact elizabeth.bernos@NicholasHall.com.

Latin America: Focus on Brazil

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Nicholas Hall’s 4th Latin American Consumer Healthcare Conference was held in Sao Paulo, Brazil last week and attracted a large and enthusiastic audience. This vitality is reflected in OTC growth trends – according to the latest MAT Q3 2018 figures, which will be published along with trend reports on the OTC DASHBOARD website soon, Latin America remains the fastest-growing region in the global OTC market, with sales up 12.8% to US$8.5bn in the year to end-September 2018.

Brazil is at the heart of this upturn, as shown by our chart below displaying the Top 5 countries in the region. Brazil’s OTC market is enjoying continued double-digit growth, and accounts for almost half of regional turnover, ahead of Mexico and Colombia. There is currently a proposal to create a legal mass market for CHC products in Brazil, which could provide further fuel for OTC growth, however there is currently strong opposition from doctors, pharmacists and, surprisingly, consumer associations, so the proposal is unlikely to be approved in its present form.

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Here’s a brief roundup of all presentations at our 4th Latin American Consumer Healthcare Conference – a fuller review will be in the next issue of OTC INSIGHT Latina:

  • Juan Thompson (ILAR): Huge savings for public health systems could be made by encouraging OTC treatment of common, non-serious conditions, thereby reducing public expenses.
  • Andre di Donato (MyPharma2go): By understanding the intricacies of the region’s regulatory systems, we can take advantage of legislation, rather than being restricted by it, and gain in-depth market insights. In particular, MyPharma2go is detailing Brazilian doctors to write prescriptions for high-strength supplements imported from the USA, which are delivered to individual consumers / patients in under 14 days — in the case of Celebrity Vitamins, the company is generating 2,000 prescriptions a day.
  • Rodrigo Ribeiro (GSK): Recommendation is the most powerful tool we have, so we cannot underestimate the importance of investing in HCP promotion and education, in addition to informative consumer-oriented advertising.
  • Tatiana Raposo Pires (Herbalife): It is likely that the food supplements industry in Brazil will benefit greatly from ANVISA’s new category definition, including specific and simplified legislation; however, there are still some obstacles to overcome, particularly relating to probiotics, which offer high-growth potential.
  • Rodrigo Garcia (Pfizer): There are many regulatory barriers to switch in LatAm, including political and social; but public education and encouraging regulatory agencies to recognise increasing consumer understanding of OTCs are key to pushing for switch.
  • Rosana Sun (Adigo) reminded us of the importance of human emotions and the essential human differences in developing relationships and interacting with others in the business world.
  • Julio Cesar do Monte (J&J): In order to survive in a changing and increasingly-digitalised environment, companies need to remain open and flexible to change, looking to technology for new ways to gain a competitive advantage.
  • Keith Garrity: Outsourcing and brand fostering is increasingly popular as part of companies’ global growth strategy, recognising the importance of local nuance and market specifics.

Stay up to date with the latest trends and developments impacting Latin America in Nicholas Hall’s OTC INSIGHT Latin America. This bi-monthly publication includes new product activity, recent LatAM news, a global OTC update and much more. To receive a sample issue or for details of subscription rates, please contact melissa.lee@NicholasHall.com

Further FDA delays to NSURE guidance on Rx-to-OTC switch

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One of the key topics at our North American OTC Conference to be held in Morristown, New Jersey this week (20-21 June) is Rx-to-OTC switch, and opportunities for marketers in the dynamic US regulatory climate. Hopes that the FDA would publish guidance this year on the Nonprescription Safe Use Regulatory Expansion (NSURE) were recently dashed after the Notice of Proposed Rulemaking date was changed to February 2019.

NSURE was introduced in 2012 to encourage utilisation of technology to “ensure” the safe use and self-selection of innovative Rx-to-OTC switches, but the programme has been stalled for several years.

At the Consumer Healthcare Product Association’s recent Regulatory, Science & Quality meeting, FDA Deputy Director for Regulatory Programs, Dr Doug Throckmorton, assured attendees that the 5-year delay had “nothing to do with our interest and support”, but was a result of administrative priorities. He encouraged sponsors to bring ideas to the FDA. This request has been voiced for several years, but manufacturers appear to be waiting for the draft guidance.

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For those that can’t make this week’s meeting, Nicholas Hall’s Opening Address will be live-streamed here at 8.30-9.10 on Wednesday 20 June.

Following this, you can also view these live presentations:

Dave Wendland, Hamacher Resource Group, will be presenting on Independent Pharmacy Opportunity: Myth or Reality? on Wednesday 20 June 09:40-10:10 here 

Join the CHC Institute Launch with Steve Sowerby and Ed Rowland on Wednesday 20 June 14:15-15:15 here 

See Joseph McGovern, Everything Health, review the Key Issues of Switch on Thursday 21 June 09:00-09:30 here 

Plus, join Everything Health’s Mary Alice Lawless & Joseph McGovern to review how you can Change the Words to Change the World in the move from OTC to Non-Prescription, followed by Nicholas Hall’s Summary & Close of the meeting on Thursday 21 June 12:40-13:30 here 

All timings EST. To ensure you enjoy the event in full (download the brochure here), including panel sessions and networking opportunities, reserve your place now by contacting lianne.hill@NicholasHall.com

Barcelona Conference Report

In this week’s blog, we report back from Nicholas Hall’s OTC INSIGHT 29th Conference & OTC Training Academy Workshop in Barcelona, the first to ever see Nicholas Hall’s keynote address livestreamed to an audience across the globe via YouTube.

Nicholas’ opening address to delegates explored the 4 elements of PACE, which all marketers need to adopt in order to increase their pace and move faster:

P = Pharmacy and retail, the bedrock of the OTC market = 80% of revenue outside US (70% if inc US)

A = Adjacency, reaching beyond the 6 core categories of OTC and seeing where we can branch out (i.e. diabetes, Alzheimer’s, hearing screeners, etc)

C = Consumer (Nicholas was joined on stage by Luca Pagano of BeMyEye who explored how social changes have impacted how and when people buy, and the power of crowdsourced insights to transform in-store execution)

E = Engaging with the consumer and e-commerce (as Nicholas said, the topic of e-commerce would be deserving of a whole conference of its own)

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Nicholas Hall encourages OTC marketers to pick up the PACE

On Day 2, another packed schedule of speakers was rounded off with David Blair, Google’s Head of Industry Heath. His presentation to delegates explored three major trends which are impacting everything we do: chip, cloud computing and AI / machine learning.

Today we practically live online, and the smartphone is now the consumer’s main device – through which nearly all traffic passes – a fact that is having a massive impact on the health industry. Blair said that voice search is going to become the next key driver and could have implications for healthcare marketing (see our recent blog on this topic), as we move from Point of Care, where we expect the consumer to wait for appointments, visit the doctor and then the pharmacist, to a space where we can have care anywhere.

In 2017, there were 160bn searches for healthcare globally via Google, with 2bn alone just for the allergy category! Almost two-thirds of these searches were conducted via a mobile device. There was also an increase for searches for “best non-drowsy allergy medicine”, “best cold & flu medicine” and so forth. Last year, Google also saw a 60x increase in searches for “near me”, highlighting the shift towards immediacy.

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Google’s David Blair closes out proceedings

For more updates on consumer healthcare trends, and a full round-up of Day 1 and Day 2 proceedings, be sure to follow Nicholas Hall on Linkedin

NHC North America Conference: Day 2

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Here’s the second and final blog review of our recent regional North American OTC Conference, which took place last week at The Westin Governor Morris hotel in Morristown, New Jersey.

Our first speaker on Day 2, Bernie Simone, Head of Rx-to-OTC Switches NA, Sanofi, discussed the growth engine for consumer healthcare and improved consumer self-care relating to Rx-to-OTC Switch, and highlighted how 43% of OTC industry sales are associated with a Switch, with almost half of proposed Switches failing. Bernie also explained the concern that Switch will no longer be possible if the medical community does not approve, and so it is imperative that we as an industry think of new initiatives to involve communities in the earlier stages of the Switch process in order to identify viable and novel Switch candidates.

Following Bernie on stage was Chuck Jolly from Baker Donelsen, who reviewed legal risk amelioration strategies that can be adopted by marketers to safeguard their practices, leading us into our first networking hour of the day.

Vidhu Dev, VP, Rx-to-OTC Switch & R&D, GSK, then gave us an informative outlook on Switch overseas and the likely future challenges and successes, before focusing back on the local US market – for example, the US OTC allergy market has continued Switch activity, is highly competitive and dominant. Vidhu also identified possible categories for OTC switch candidates, such as antifungals, anti-diabetics and cough & cold, and the evolving role of the pharmacist will be integral in making this possible.

Our panel then took to the stage, debating the establishment of collaborative relationships with payer, retail and CPG entities to put the consumer first and deliver superior outcomes.

Shannon Huneke of UHC, Colleen Lindholz of Kroger & Chris Jobes of J&J came together to discuss their collaboration in the healthcare ecosystem. Together they discussed their marriage of information on consumer insight and their segmentation of this, and how this equips them in the battle against industry challenges, and transforms the behavioural science behind consumer healthcare. The panel also mapped the patient’s journey through their condition, with each journey presenting an opportunity to translate individual patient requirements. They concluded by asserting that we can’t get where we want to be in healthcare without partnerships – and if we can create a healthier population, we all win!

Our unplugged panel session continued as Christina Speck, Head of Brand Partnerships & Sponsorships, Aetna, and Brian Doherty, Executive VP, Managing Director, Ogilvy CommonHealth, joined forces to discuss partnerships, technology and engaging healthcare consumers in the real world. Together Christina and Brian discussed consumers living in a digital age, with Christina mainly focusing on Aetna’s partnership with Apple products and apps. Christina highlighted how healthcare and well-care are not exactly fun (but they should be!), which is where the combination of technology creates a vision for this, connecting clinical and well-care, and demystifying healthcare communications.

Our panel discussions certainly gave some food for thought in time for lunch, with many delegates taking the time to discuss and debate the key learnings with industry peers. Returning from lunch, we saw Walmart executives Alex Hurd, Senior Director of Health & Wellness Transformation, and Jamie Grace, Senior Director & Merchandise Manager, explore the role of retail in providing access to high quality care at lower costs.

John Delfs from The Foundation for Health Smart Consumers shared with the audience the need to empower consumers through motivation and collaboration with HCPs, and was followed by Randy Vogenberg from the National Institute of Collaborative Healthcare, who gave us an insight into access trends for OTCs, delving into innovation, incubation and implementation.

Mary Alice Lawless, from our conference partners, EverythingHEALTH, then took to the stage to identify and analyse new strategies for unlocking the next generation of Rx-to-OTC Switch, before an esteemed panel of moderators debated the next steps in consumer healthcare transformation. Panellists included Joseph McGovern of EverythingHEALTH, Andrea Leondard-Segal, former FDA Director of the Division of Nonprescription Clinical Evaluation, Helmut Albrecht, President of H2A-Associates, and Dennis Tze, Biograph Inc. Together they asked whether we should provide case studies for the Switch industry, questioning how we can enhance changes in Switch through branding and digital.

Overall our first North American conference was a real success, with a fantastic turn out, excellent insights, a riveting display of speakers and plenty of industry knowledge. We certainly hope to see you next year and thank you all for joining us in this first time North American conference experience!

#NHOTC17: Day 2

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This week we publish our second and final blog update on our 28th European OTC INSIGHT conference, which took place in Munich earlier this month and was centred on the theme of Making the Most of New Technology. Below is a quick round-up of proceedings on Day 2.

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Ed Rowland opens Day 2 proceedings

Ed Rowland opened the conference with an update on key drivers and dynamics in the US OTC strategic landscape. Akhil Chandra of Reckitt Benckiser led us into our final networking hour with a discussion on what makes an iconic brand in a world of biosimilar products. Chandra based his talk around the “iconicity” of Nurofen, insisting that when it comes to brands we should challenge the tendency to default, and instead create, identify and nurture iconic / symbolic elements.

Following an hour of networking with OTC peers, our delegates returned for our final session with Jesus Carrasco, Head of Healthcare at Société Générale, who discussed consolidation and the increasing attractiveness of the consumer healthcare industry from a corporate and investor perspective.

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Thornsten Umland from Bayer gave the final presentation on strategic growth and how to build OTC businesses and brands via well executed acquisition and true product innovation.

And finally, a personal message from Nicholas: “Thank you all for making a brilliantly successful conference, the array of speakers and topics covered have certainly left us all with food for thought on the OTC landscape in a world of digital!

As an official announcement, now the conference has ended, we hope to see you next year in… BARCELONA for our 29th European OTC conference #NHOTC18. Auf Wiedersehen or should I say… Adios!”

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