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.
Pain relief sales rise as consumers turn to OTC
Back pain is one of the leading reasons adults under the age of 45 years call in sick to work, second only to the common cold, according to the American Pain Foundation. All told, back pain results in about 83 million lost work days each year and is cited as one of the more common work-related injuries, especially among those working in physically demanding jobs, and the leading cause of job-related disability and work limitations in those under 45 years of age.
And yet, according to a 2011 CareerBuilder survey, almost 72% of all workers typically go to work when they’d otherwise call in sick, which suggests a lot more people are suffering through the pain at work than nursing those sore muscles or bad back at home. That might explain at least some of the recent growth across external pain relief solutions. Across analgesic rubs, hot/cold packs, and muscle and body support devices, sales at food, drug and mass (minus Walmart) are up almost 5% with more than $830 million in collective sales, according to SymphonyIRI Group data.
New product introductions in the second half of 2011 included McNeil Consumer’s BenGay Cold Therapy and both Performance Health’s Perform Pain Relieving Spray and Perform Pain Relieving Singles.
The article above is part of the DSN Category Review Series. For the complete External Pain Relief Buy-In Report, including extensive charts, data and more analysis, click here.