The long and short of brand building in the UK OTC market
How do you effectively build brands over time with healthcare consumers in the UK OTC market?
In today’s highly competitive OTC (over the counter) healthcare market, short-term tactics often dominate brand plans. With pressure to deliver immediate sales, many businesses lean heavily on performance marketing, but is this at the expense of long-term growth?
Our white paper explores how UK OTC brands can achieve both short- and long-term success by building a distinctive, emotionally resonant brand, while leveraging the right mix of channels to support immediate activation.
Drawing on the proven principles of brand growth, including Field & Binet’s Excess Share of Voice (ESOV) theory – that if a brand increases its share of voice, it could result in market share growth – we examine how sustained brand investment translates to market share gains.
Key themes we explore include:
- Defining your brand’s identity and position in a crowded and often commoditised category.
- Mapping the competitive landscape to identify unmet needs and white space opportunities.
- Understanding your customer through segmentation and behavioural insights.
- Selecting the right channels such as digital, PR and out-of-home, to match brand maturity and audience behaviour.
- Bringing it all together with an integrated strategy that balances emotional brand-building with rational performance marketing.
