Vicks offers natural relief
CINCINNATI — This cough-cold season, Procter & Gamble showcased four new Vicks Nature Fusion products — traditional cough-cold-relieving medicines infused with honey. And while none of the Vicks formulations are for kids, the move toward a more natural remedy could be reflective of what’s happening over in the kids’ cough-cold space. With the safety and efficacy of cough-cold medicines called into question several years ago, that category is now stocked with homeopathic remedies and natural buckwheat honeys. So what might be good for the kids could be good for adult cold and cough relief, too.
WAG promotes Halls via Twitter
In a recent campaign, Walgreens used LocalResponse’s Direct Response to reach customers in-store to disseminate store promotions, such as flu shots and coupons for Kraft Foods’ Halls cough drops. Average click-through rates for Direct Response are greater than 50%, according to LocalResponse. Specifically, those consumers who “checked in” at their local Walgreens, be it through third-party apps like FourSquare, Google Places or Yelp, were targeted with a Halls-branded message. According to reports, Walgreens sent out 5,000 of those branded messages in January via Twitter.
The article above is part of the DSN Category Review Series. For the complete Cough-Cold Sell-Through Report, including extensive charts, data and more analysis, click here.
CHPA study: OTC meds save U.S. $102 billion
WASHINgTON — A Consumer Healthcare Products Association study earlier this year supported what everyone has known all along: Use of over-the-counter medicines saves the U.S. healthcare system money. A lot of it.
For every dollar spent on over-the-counter medicines, the U.S. healthcare system realizes a savings of between $6 and $7, or $102 billion all told, according to CHPA’s study, “The Value of OTC Medicine to the United States.”
According to the study, an estimated 240 million people rely on OTC medicines for symptomatic relief of the seven most common self-treatable conditions. The study evaluated how consumers would treat these seven conditions if they did not have access to OTC medicines. The total value equates to the total direct savings from avoided clinical visits and diagnostic testing ($77 billion) and use of less costly OTC medicines, rather than more costly prescriptions ($25 billion).
The study also found that by keeping the American workforce healthy and at work, OTC medicines offer $23 billion in potential additional productivity benefits from doctor’s office visits avoided and time not having to be away from work for medical appointments. Booz & Co. surveyed 3,200 consumers for the study.