Irrational Agency
The world of Over-The-Counter (OTC) pharma and healthcare products is a challenging one. Combining a limiting regulatory setting, similar products all containing the same active ingredient, and cheaper generics taking a chunk out of the market for named brands, has created a hyper competitive retail environment. In such a saturated landscape, how does a brand truly stand out?
One answer lies in the narrative a brand tells and the way the human mind processes these narratives.
OTC brands carry more messaging on their packaging and advertising than nearly any other category—over two-thirds of brand collateral features three or more key claims. These typically centre around efficacy, speed, and relief. But do all these messages carry equal weight in the consumer’s mind, and are do these common claims build the most effective narrative to impact consumer choice?
It’s not just what you say, it’s how all your claims come together to tell a compelling story. Our latest research explores how brand narratives in OTC healthcare shape consumer perceptions of value, trust, and ultimately, purchase intent. These unconscious associations, crafted through competing or complementary messages, are what make the difference between being noticed and being chosen. This brand story determines perceptions of value and reward associated with your product and significantly influences trust and propensity to purchase.
In our new report, Beyond the Claim, we deep dive into brand narrative to help you:
- Understand the key elements in positive narrative threads for four OTC pharma and healthcare categories
- Rank all the well-known brands in each category based on the current perception of brand value linked to narrative associations
- Show how to leverage narrative threads to boost consumer perceptions and drive brand preference
Download the report today and unlock the consumer narrative for your brand to help you make significant market gains.
Irrational Agency will also be hosting a webinar on brand narrative in OTC pharma and healthcare where we will be discussing key findings from the study as well as exclusive insights not included in the report. You can sign up to the webinar here.
