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Pharmacists Affect Brand Purchases
By: Cindy Wendland
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The number of over the counter (OTC) health products on the market totals over 75,000. That is a huge number of products. So imagine a consumer trying to select the best product for their needs and many times not feeling well at the time they are doing it. The decision can be overwhelming. Pharmacists to the rescue! Pharmacists make recommendations to their patients and recommend certain brands which US News and Pharmacy Times compiles each year. What a great place for your brand to land and what a great resource for consumers!

Pharmacists make OTCs recommendations on a regular basis. Pharmacists are the most accessible and trusted health care providers and make 80 million OTC recommendations each year. As a brand manager, wouldn’t you want to make sure your product was one of those recommended? Pharmacists have their clear favorites. For sunscreen, 40 percent of the pharmacists surveyed preferred Neutrogena to Coppertone (24 %) and other brands. Communication and education to this group of professionals is one way to impact an OTC brand.

We continue to look for champions to help sell and market our products. That’s why celebrities are used in commercials and as spokespeople. We want these people to convince the buying public which products are best to purchase. Pharmacists take an unbiased approach to their recommendations which they base on their health background, usage and feedback from customers. Pharmacists know what sells, and they know what works.

Pharmacists are great champions for OTCs. It would be helpful to make sure they have firsthand knowledge of your OTC products. As marketers in other market segments, wouldn’t it be great to have a champion out there selling for you too?!


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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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