RLA collective, BrandPerx dive deep on doctors’ OTC recs
Recommendations of OTC medicines by healthcare professionals has always been considered a key component to brand selection at shelf, but those recommendations differ according to the practitioner’s specialty, according to a recent survey conducted by BrandPerx on behalf of RLA Collective.
For example, of the medical professionals surveyed, gastroenterologists were most likely to recommend a brand by name so the patient can easily identify that product at the shelf. Howeer, primary care physicians were least likely to recommend a brand by name, but rather would make recommendations of those brands for which they had coupons. And 79% of pediatricians reported that having printed informational materials about an OTC brand was helpful when making a recommendation to their patients.
“The survey tapped physicians in four key specialties – primary care doctors, pediatricians, gastroenterologists and OB/GYNs – and created a snapshot into the areas where OTC brands might benefit from increased HCP – and patient – communication,” Robin Russo, CEO of RLA Collective, said. “Side effects, active ingredients and cost were key reasons for OTC recommendations, as were having samples, coupons, informational material and familiarity with and trust in the brand. It’s important that companies consider these factors when planning their OTC marketing.”
While many of the learnings derived from the survey confirmed long-held assumptions, there were surprises. “We expected OB/GYNs to report higher incidence of feminine itch and yeast OTC recommendations (75%),” Shauna Garshon, president of Brandperx, said. “[But] OB/GYNs [also] were the mostly likely of the four HCP groups to recommend vitamins (83%) vs. primary care doctors (61%), and second to gastroenterologists in recommending heartburn products (44% and 63% respectively), surpassing primary care physicians (32%).”
In addition, 59% of OB/GYNs reported that they were more likely to recommend OTC products when they had coupons available and 56% of OB/GYNs reported that having product samples in their office influenced their recommendation habits.
Russo suggested these and other insights should help brands explore the HCP/OTC relationship more closely.
RLA Collective, a health and wellness marketing agency for OTC and supplement brands, partnered with BrandPerx, a specialized point-of-care patient and HCP sampling and education company, on a 1,600 practitioner survey. The survey looked at what categories of over-the-counter products doctors are most often recommending to patients and what drives these recommendations.
One Brands unveils naturally-sweet One Basix Bars line at Expo
One Brands, the maker of One Bars, debuted their latest innovation, One Basix Bars, at the Natural Products Expo West. One Basix Bars are naturally sweetened with no artificial flavors or preservatives and are available in three flavors: cookie dough chocolate chunk, triple chocolate chunk and peanut butter chocolate chunk.
“We know through research and consumer feedback that many people desire a naturally sweetened protein bar and One Basix Bars meets this consumer demand without sacrificing anything One Bar stands for: decadent flavors, high-quality ingredients, complete nutrition, superior texture and taste,” Peter Burns, president and CEO of One Brands, said. “This is just one example of our ongoing commitment to innovation and providing the best protein snacks on the market.”
“As a leader in the protein category, we are always creating, testing and innovating – we go all the way with everything we do. One Basix took us years to get exactly right and we are proud to introduce it as a naturally sweetened protein option,” added Ron McAfee, founder of One Brands. “The deep relationship between One and our customers keeps us focused on delivering extraordinary products.”
Utilizing stevia, a leafy green plant native to South America, as a sweetening agent, One Basix Bars offer a new, simplified take on One Bars. They are free of gluten, sugar alcohols and sucralose and are certified Kosher.
One Basix will be available starting in May at select specialty stores and various gyms nationwide.
Triple W develops novel incontinence wearable device
Triple W, a San Diego- based startup company, on Monday announced the development of the first connected incontinence wearable device that can track the progression of bladder movements using non-invasive ultrasonic sensors.
“Health services globally are struggling with the burden of growing and aging populations and continue to put more emphasis on patients and caregivers to monitor their own well-being,” Atsushi Nakanishi, president and CEO Triple W, said. “I believe the potential for a device like DFree in the U.S. is vast and we are looking forward to making the product available later this year. Our mission is to help people with incontinence regain dignity and confidence so that they can live their life to the fullest.”
The device will help elderly and disabled people who suffer from incontinence by notifying them when they will need to go to the bathroom. As a result, users no longer have to worry about accidents and can often forgo the embarrassment of wearing diapers.
The device is placed on the lower abdomen and uses ultrasonic sensors to monitor the change in bladder size. The data collected is then sent to a server where it is analyzed using a patented algorithm. The notification goes to a smartphone or tablet used by the patient, nurse or caregivers, and informs them when it is necessary to go to the bathroom.
Triple W has won numerous innovation awards with the most recent one being the Pitch Innovation Prize by AgeingFit, an organization accelerating innovation for the senior market. Triple W will also be exhibiting the DFree at Medtrade, an international trade show and conference for the home healthcare industry, held in Las Vegas this month.
The company is currently exploring new partnership opportunities with U.S. retailers and distributors, as well as collaborative opportunities with other U.S. healthcare companies.