The latest from OTC Perspectives

Latest Consumer and Shopper Insights Revealed at the OTC National Conference

New Consumer and Shopper Insights will be Revealed at The OTC National Conference June 4-5, 2009 Boston. Leading Market Research Experts Presenting Include:

Rex Briggs, Author: "What Sticks? Why Most Advertising Fails and How to Guarantee Yours Succeeds", and CEO Evolution Marketing - Rex Briggs will share the surprising findings from research with P&G, J&J, Kraft, Ford and 2 dozen other blue chip marketers that revealed that 83% of ad spending is suboptimal and as a result how you can get more impact without spending a dime more.

Mike Bloxham, Director of Insights and Research Center for Media Design, Ball State University addresses "Practical Applications of New Media in an Integrated Media Mix" - Mike Bloxham will share surprising findings from the largest, most comprehensive cross-platform media consumption study: The Video Consumer Mapping Study, (conducted by Ball State University and Sequent Partners for the Nielsen-funded Council for Research Excellence). The study reveals the reality of how people's media lives are evolving and goes beyond the hype and fear-driven headlines. Bloxham will use the research as the jump-off point to explore what the missed opportunities are for healthcare brands to effectively use digital platforms within the media mix to achieve marketing objectives..

Lee Weinblatt, President, The PreTesting Company on "5 Principals for Healthier OTC TV Creative' - Based on research using cutting edge methodologies for thousands of ads, TV effectiveness research guru Lee Weinblatt will detail what works and why with quantitative analysis. Learn from the costly mistakes of others. The presentation includes a custom review and breakdown of many widely broadcast OTC ads of the past few years and the latest research findings that reveal principles on how to immediately improve copy effectiveness.

Fariba Zamaniyan, Senior Vice President, Healthcare, AC Nielsen with "Keys to Successful Rx to OTC Switch Implementation" - Joined by Dennis Callahan, Director, Nielsen, Zamaniyan and Callahan will evaluate the U.S. allergy market, expected to reach in excess of $10 billion by 2010, targets almost 50 million allergy sufferers. In the last several years, a number of Rx allergy medications have lost patent protection, typically resulting in manufacturers opting to make available OTC versions of the same drug. New research using single-source longitudinal consumption data for both OTC and Rx drugs has been aggregated by joint partnership of The Nielsen Company and Wolters-Kluwer that will reveal the following assessment of the much anticipated Zyrtec OTC switch in 2008:
″ How did the overall allergy category (Rx/OTC) landscape change?
″ How many Zyrtec Rx patients converted to the OTC form?
″ What was the impact of the Private Label Cetirizine launch which coincided with the Zyrtec OTC switch?

Jeff Froud, Strategic Planning Director, Ogilvy Action discussing "Surprising Consumer Insights for Winning at the Point of Purchase" - Shopper & Trade marketing expert Jeff Froud will share surprising & critical findings from Ogilvy Action's latest Shopping Decisions In Store study. Actionable insights marketers can leverage with in CPG and OTC categories customized for the Food, Drug, Convenience and Mass Merchant channels will be shared. Learn how shoppers are behaving across every major retail channel in the US, the decisions they make in store and what is influencing them. Learn whether your brand should invest in displays or demonstrations and in which channel should investment be prioritized.

Nigel Hollis, Chief Global Analyst Millward Brown, Author of "The Global Brand, Creating and Sustaining Successful Global Brands" - Using research from the 2008 BrandZ Top 100 Most Valuable Brands ranking, case studies and interviews with the architects of some of today's most successful global brands Nigel Hollis shares the critical insights necessary to determine how when and where it is best to take a brand global and when it makes sense to keep a brand local.

The OTC National also features an unprecedented gathering of healthcare marketing thought leaders, including presentations from Retail Expert and former SVP Marketing for CVS, Gary Charboneau on How to Compete with Private Label, Marketing Gurus; Bill Schley Author Why Johnny Can't Brand, Advertising Age's Bob Garfield, Case studies from Leading Marketers: Bob Casale, The Mastermind behind Mucinex's success, Jeanne Bennett VP Marketing Novartis, and many many more. The premier OTC National Advertising Awards and Top 25 OTC Marketer Awards will also be presented. For more information please visit www.otcperspectives.com

For the Full Agenda click here ~ To Register click here

About OTC Perspectives: OTC Perspectives is a division of DTC Perspectives Inc. the leading DTC training publishing and consulting company. Created by healthcare marketers for healthcare marketers, the OTC Perspectives division produces the OTC National Conference and publishes OTC Perspectives Magazine to provide a forum and timely strategic insight to address the emerging challenges facing consumer healthcare marketers. More information is available at www.otcperspectives.com