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OTC Consumer Health Brands Should Not ‘Fear’ Promoting In Physician Channel – Experts

 
• By Eileen Francis

Consumer health brands with ads in doctors’ offices rank high in credibility among consumers and doctors, noted panelists in a recent CHPA-sponsored webinar. Doctors are significantly more likely to recommend brands advertised in their offices, and 73% of consumers are likely to purchase a brand their doctor recommended within one week, according to studies.

Doctor Recommended
• Source: Shutterstock

Advertising consumer health brands in doctors’ offices can be highly effective to keep brands in the minds of health care professionals, reach motivated consumers, and drive sales and category growth, says Tom Finn, former president of Procter & Gamble Co.’s global personal health division.

“From my experience, almost every single one of our sub-categories in OTC or consumer health are significantly undeveloped versus their...

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