This was the very strong message at this year’s
Consumer Healthcare Products Association’s (CHPA)
The importance of consumer insight to develop brand loyalty was a predominant
theme, as well as the challenges faced when products move from Rx to OTC and
the need to focus on building relationships with customers to ensure repeat purchases.
An ever increasing trend for consumer’s use of online sources to identify solutions to
their needs was discussed by presenters and attendees alike. The opportunity to
develop various digital marketing methodologies to reach the consumer at key
touchpoints, whether they are searching for a product or becoming part of a community
to provide support and encourage adherence was all part of the buzz.
The opportunities for manufacturers to meaningfully engage consumers online and at
retail through synchronized digital and packaging strategies are enormous. The messaging,
whether on a website, a Facebook page, a blog or on a package should all work together to
influence the purchase decision as well as create brand loyalty.