Request our Whitepaper
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.
