The effect of consumer perceptions on generic OTC usage among the elderly
Article Abstract:
Generic over-the-counter (OTC) drugs would be effectively marketed on the basis of emphasizing the efficacy of the drug and the price/quality relationship is the conclusion of a study of attitudes of elderly generic OTC drug users and non-users. The most important difference in the two groups was the percetion of the efficacy of generic OTC products. The study involved questionnaires sent to a random sample of 1,000 elderly people, stratified by age, with 770 questionnaires used in the analysis. Response group included a higher proportion of white people and women and people with higher than average income and educational levels than the national averages. Older people are seen as a key market for generic products, since those over the age of 65 are responsible for 43% of OTC drug sales, though comprising around 12% of the population.
Publication Name: Health Marketing Quarterly
Subject: Health care industry
ISSN: 0735-9683
Year: 1992
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Marketing mental health: a case study of the INTERACT mental health newsletter
Article Abstract:
A marketing study was done of a mental health newsletter, INTERACT, which was marketed to medium to large companies for use in their Employee Assistance Program as a fringe benefit. The newsletter received high praise from psychologists and using a direct marketing strategy it is still in business after the first year. However, more research into the financing of the newsletter such as selling advertising would have allowed more budget for research.
Publication Name: Health Marketing Quarterly
Subject: Health care industry
ISSN: 0735-9683
Year: 1992
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