--- title: "Video: Beyond the Claim: The Brand Narratives That Shape OTC Consumer Choice" description: What are the six key behavioural barriers to take up and how you can solve them image: https://blog.irrationalagency.com/hubfs/title-brand-pharma-1.gif --- hello@irrationalagency.com | +44 (0)20 7064 6555 Follow us: [![Irrational Agency](https://blog.irrationalagency.com/hs-fs/hubfs/raw_assets/public/Irrationalagency_September2022/images/irrational-agency-logo.png?width=1000&height=1663&name=irrational-agency-logo.png "Irrational Agency")](https://irrationalagency.com/) - [About](https://irrationalagency.com/about-us/) - [Services](https://irrationalagency.com/services/) - [Narrative qual](https://irrationalagency.com/narrative-qual/) - [System 3](https://irrationalagency.com/system-3/) - [Behavioral Conjoint](https://irrationalagency.com/behavioural-conjoint/) - [Hidden Stories](https://irrationalagency.com/hidden-stories/) - [Work](https://irrationalagency.com/work/) - [Blog](https://blog.irrationalagency.com/) - [Contact](https://irrationalagency.com/contact/) - Get free insight on... - [FCA Consumer Duty Guide](https://info.irrationalagency.com/fca-consumer-duty-guide?_ga=2.35805152.1357843051.1666273171-1379455377.1659466076&_gl=1*1mjfy27*_ga*MTM3OTQ1NTM3Ny4xNjU5NDY2MDc2*_ga_DSM5WT91R8*MTY2NjI3MzE3MC41LjEuMTY2NjI3MzgxNC4wLjAuMA..) - [Hidden Stories on Sustainability](https://info.irrationalagency.com/hidden-stories-report-on-sustainability-2022-landing?_ga=2.56850410.1357843051.1666273171-1379455377.1659466076&_gl=1*1ephb79*_ga*MTM3OTQ1NTM3Ny4xNjU5NDY2MDc2*_ga_DSM5WT91R8*MTY2NjI3MzE3MC41LjEuMTY2NjI3MzgxNC4wLjAuMA..) - [Guide to Behavioral Market Research](https://info.irrationalagency.com/guide-to-behavioral-market-research-download?_ga=2.30619775.1357843051.1666273171-1379455377.1659466076&_gl=1*7dbbmj*_ga*MTM3OTQ1NTM3Ny4xNjU5NDY2MDc2*_ga_DSM5WT91R8*MTY2NjI3MzE3MC41LjEuMTY2NjI3MzgxNC4wLjAuMA..) [![Irrational Agency](https://blog.irrationalagency.com/hs-fs/hubfs/raw_assets/public/Irrationalagency_September2022/images/irrational-agency-logo.png?width=1000&height=1663&name=irrational-agency-logo.png "Irrational Agency")](https://irrationalagency.com/) [Back to All Posts](https://blog.irrationalagency.com) ![](https://blog.irrationalagency.com/hubfs/title-brand-pharma-1.gif) # Video: Beyond the Claim: The Brand Narratives That Shape OTC Consumer Choice [Pharma and Healthcare](https://blog.irrationalagency.com/tag/pharma-and-healthcare), [Webinars and Videos](https://blog.irrationalagency.com/tag/webinars-and-videos), [Narrative Research](https://blog.irrationalagency.com/tag/narrative-research), [Guides and Reports](https://blog.irrationalagency.com/tag/guides-and-reports) Published by [![Leigh Caldwell](https://blog.irrationalagency.com/hs-fs/hubfs/leigh_bw.png?width=50&height=50&name=leigh_bw.png)**Leigh Caldwell** ](https://blog.irrationalagency.com/author/leigh-caldwell) If you work in OTC, you’ll know the frustration: many brands are working with similar ingredients, similar claims, and tight regulatory guardrails, all while generics sit there offering a cheaper alternative. So the real question isn’t usually *“how do we make a stronger claim?”* It’s *“what story do our claims add up to in consumers’ minds?”* In this recorded webinar, we explore how OTC consumers don’t process messages like a rational checklist. They combine signals  “fast”, “strong”, “trusted”, “gentle”, “clinically proven”, “long-lasting”, “for all-day relief”  into broader brand narratives that shape perceived value, confidence, and ultimately choice. ### What you’ll get from the session In the webinar we cover: - Why claims rarely work in isolation — and how meaning is created by the *combination* of cues - The narratives that show up consistently in OTC decision-making - What these narratives mean for brand positioning, comms, and pack design - How to pressure-test whether your messaging is reinforcing the story you *want* to own If you’re planning OTC brand, comms, pack, or innovation work this year, this is a useful lens for sense-checking how consumers are likely to interpret what you’re putting into the market. [You can also find the full downloadable report here](https://blog.irrationalagency.com/beyond-the-claim-the-brand-narratives-that-shape-otc-consumer-choice).      ###### Share this article on [Follow us on Facebook](https://www.facebook.com) [Follow us on LinkedIn](https://www.linkedin.com) [Follow us on Twitter](https://www.twitter.com) [Follow us on Instagram](https://www.instagram.com) [Back to All Posts](https://blog.irrationalagency.com) **Our offices** **United Kingdom** Paddington Works 8 Hermitage Street London W2 1BE **​Netherlands** Keizersgracht 391 A1016 EJ Amsterdam **Site map** - [Home](https://irrationalagency.com/) - [About](https://irrationalagency.com/about-us/) - [Services](https://irrationalagency.com/services/) - [Work](https://irrationalagency.com/work/) - [Blog](https://blog.irrationalagency.com/) - [Publications](https://irrationalagency.com/publications/) - [Contact](https://irrationalagency.com/contact/) **Keep up to date** Sign up for irrational insights **Follow us** Follow us: