For marketer strategists and intelligence providers worldwide, our publications represent the leading edge thinking in marketing, advertising, media and market research.
This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.
This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.
SHOPPING BASKET
Your basket is empty
If you are an ESOMAR Member, please login to obtain Member Prices.
ESOMAR PUBLICATIONS Back
Back
Research Papers
The power of communication: Consumer dialogue for OTC products
| PDF Version (download) EUR 15.00 Members price: EUR 12.00 |  |
The Italian OTC drugs market is evolving. The last significant change occurred about two years ago with the so-called “Bersani Decree”, which ratified the exit of the OTCs from the pharmacy, giving consumers the chance to buy over-the-counter drugs from large-scale distribution centers as well, with the obligatory presence of a pharmacist.
But what is the consumers’ image of the OTC world? How do they gather information about it? Is there a feeling of confidence about OTC drugs, and how does it develop? And what is their approach to an increasingly wide variety of choice? To answer these and other questions, we have consulted the consumers themselves, collecting their experiences and opinions, inviting them to discuss present and future scenarios, and sought confirmation in the experience of the family physicians.
Author(s): Elena Anfosso, Giuliano Meroni
Date of publication: 06.02.2008
ISBN: 92-831-0216-9
Order Code: S326_012
Number of pages: 17
Themes: Healthcare / Pharmaceutical
Conference collection: Global Healthcare 2008
All papers from Global Healthcare 2008 :
- Do I want to be beautiful?: Consumer decision making for cosmetic surgery
- How potent is my potion?: Intuitive judgments in consumer decision making for OTC products
- What do you do when everything is OTC?: Understanding consumer choice in the Arabian Gulf
- Determining the market for a new vaccine: The use of “last patient analysis''
- Contrasting two cultures: Consumer choice differences between Japan and Australia
- Who’s eaten my porridge?: Discovering brand image differences
- Brand iconography: The power of images in the consumer’s mind
- Fast moving consumer and OTC products: Zoom on marketing effectiveness
- A matter of belief: How RTBs can make a difference in efficient healthcare branding
- Effective communication through market research: Case study on colorectal cancer
- Consumers going online: The demand of online patient communication
- The power of communication: Consumer dialogue for OTC products
- The 65+ Consumer: Addressing specific needs enhancing communication
- The healthcare journey: Understanding clinical experiences from the patient and caregiver perspectives
 | Purchase the complete collection with all papers from Global Healthcare 2008 - Consumer Choice for only | |
| EUR 150.00 Members price: EUR 120.00 More information | | |