Deborah Wilkes is Editor & Publisher of OTC bulletin, the business newsletter for the consumer healthcare industry. Co-founder of OTC Publications Limited, which launched OTC bulletin in 1993. Deborah is Chair of the Judging Panels for OTC Bulletin and OTC Marketing Awards, and is actively involved with industry bodies and is regular speaker at industry events.
Q: As an industry insider what keeps you fascinated by the OTC health sector?
From an international perspective, the steady flow of shifts in business strategy and the rapid pace of mergers and acquisitions in the consumer healthcare industry.
Q: What do you think are the biggest challenges facing the OTC sector today for eg: the high street chemist/branded suppliers/overall?
One of the biggest challenges is forecasting how the difficult economic environment will affect the different product categories within the consumer healthcare sector.
Q: How do you think OTC retail is changing/may change in the next 5 years
Over the past few years, more OTC medicines have become available from supermarkets and other non-pharmacy retail outlets. This trend seems likely to continue over the next five years. Meanwhile, pharmacies may take a more proactive approach to their OTC business, as their prescription dispensing business comes under pressure.
Q: What do you see as the impact of online retailing on the sector?
Online retailing is becoming more important for OTC products, but the uptake varies considerably from one category to another.
Q: With the growth in online and multiples in the sector what do you see as the future for independent pharmacies? What is their usp and what support do you believe manufacturers must offer them?
The future looks tough for independent pharmacies, but many are located close to doctors surgeries and have a steady flow of customers picking up prescriptions. A lot more could be done to encourage customers to buy more healthcare-related products while they are in independent pharmacies.
Q: How do you think branded suppliers can maintain their position against own label value developments? What advantages do brands have?
Building brand loyalty is very important. Some manufacturers have done a very good job of building loyalty to their OTC brands, but others could do more.
Q: What do you think are the main challenges in marketing OTC products?
Working within the regulatory constraints that apply to marketing campaigns for OTC medicines, and dealing with the increasing regulatory caution as regulators become more risk averse
Q: What advice would you give to someone planning a career in OTC marketing?
The marketing budgets may not be as big as for other consumer brands, but consumer healthcare – with its regulatory constraints – is a fascinating and challenging area of marketing.
Q: How important is innovation for brands and retailers in the sector?
One of the most important forms of innovation in the OTC market – switching – can create completely new OTC product categories by taking prescription medicines and making them available OTC from pharmacies. More generally, innovation keeps brands one step ahead of the competition and retailers own-label products. Many innovations in the consumer healthcare sector in recent years have focused on making OTC products easier for consumers to take or more portable for them to use anywhere.
Q: How important are manufacturers in training and development of pharmacists and pharmacy assistants?
Manufacturers can play an extremely important role in training and development, particularly for independent pharmacies. When new OTC product categories are created by prescription medicines becoming available OTC from pharmacies, then it is absolutely critical for manufacturers to make sure pharmacy staff are fully prepared to handle consultations with customers.
Q: In your opinion, what makes a great marketer or account manager?
An inquisitive nature combined with an open mind.
Q: What is your view of RB UK as a player in your industry?
Good at building brand loyalty.
Q: What is your favourite RB product, and why?
It is too hard to choose a favourite, but from RBs long-established portfolio, Lemsip comes to my rescue most winters.
Q: What should be RBs next great product innovation?
A toilet cleaner that only has to be used once a year. RB would have lower sales volume, but the product could definitely command a premium price!
Tags: achievement, Challenge, company culture, new challenge, Opportunity, Success, taking responsibility
