OTC @ GKV | GKV Knows Over the Counter
15250
home,page-template-default,page,page-id-15250,ajax_fade,page_not_loaded,,paspartu_enabled,overlapping_content,qode-theme-ver-10.1.1,wpb-js-composer js-comp-ver-5.0.1,vc_responsive
 
The consumer focus on do-it-yourself healthy lifestyles continues to grow. With it, there has been an exponential increase in the supplement business, whether it be vitamins, powders, or foods and beverages fortified with beneficial nutrients. Few agencies have the depth of experience in marketing nutrients, supplements and weight-loss products as GKV.
Keep It Simple

Your product may offer many benefits. But if you try to state too much, consumers won’t hear any of them. Pick the single most important benefit and say it clearly. As an old professor used to tell me, “if you chase two rabbits, you won’t catch either one.”

Increase Your Online Presence

Gone are the days when primary care doctors gave patients all the answers. Consumers are increasingly relying on online channels to self-diagnose. Today, 96% of internet-using adults have used online health information to help them make decisions.

Packaging, The First Impression

Packaging for OTC medications is no longer just a carrier of the product. It is an integral part of connecting with the consumer. Keep it simple and targeted. For example, packaging for an all-natural dietary supplement should probably have a much more nurturing look than that of a bold, performance-enhancing sports supplement.

Keep Em' Coming Back

Many OTC medications are taken on an as-needed basis. However, vitamins and supplements are generally consumed daily. This frequent use makes the OTC industry ideal for customer loyalty programs, which can increase repeat purchases and provide a precious source of data.

No Guts, No Glory

The safe route is for the old guys who have been running the show for a long time. But their grip is loosening, and always will for the new guy who goes to where the ball will be, not where it’s been. But taking chances doesn’t mean risking it all.

KPIs... Fun? No. Critical? Yes

What makes advertising and marketing effective isn’t the numbers. It’s the insights, the creativity and sweating the details. But those skills need to be pointed in the right places. Start with the numbers, know what you are trying to accomplish, stay aware and stay nimble, so you can make your risks less risky.