Hispanic Consumers' Route To OTC Drugs Stops At Pharmacy Counter
This article was originally published in The Pink Sheet
OTC drug companies seeking to capture Hispanic consumers' attention at retail should engage with pharmacists, who are more influential to Spanish-speaking customers than other, finds a Nielsen and Univision survey.
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Half of US Hispanic consumers are seeking information on OTC products, say experts on Hispanic marketing during a CHPA webinar on the Hispanic path to purchase. Thirty-six percent of Hispanics glean data on OTCs from TV ads, compared to 19% of non-Hispanics.
OTC drug and supplement marketers could benefit from stronger outreach to independent pharmacists, via product education and patient sales collateral, pharmacists say in a Healthcare Distribution Management Association survey.
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