Marketing Pharmaceutical and Personal Care Products
Issued Date
2022-01-01
Resource Type
ISSN
21928096
eISSN
2192810X
Scopus ID
2-s2.0-85162066052
Journal Title
Management for Professionals
Volume
Part F379
Start Page
149
End Page
170
Rights Holder(s)
SCOPUS
Bibliographic Citation
Management for Professionals Vol.Part F379 (2022) , 149-170
Suggested Citation
Moschis G.P. Marketing Pharmaceutical and Personal Care Products. Management for Professionals Vol.Part F379 (2022) , 149-170. 170. doi:10.1007/978-3-031-13097-7_8 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/87674
Title
Marketing Pharmaceutical and Personal Care Products
Author(s)
Author's Affiliation
Other Contributor(s)
Abstract
Older adults use disproportionately larger quantities of pharmaceutical products than younger adults. However, the average older user has limited knowledge about these products, their benefits and risks, and must rely on experts’ opinion (doctors and pharmacists) or information on packages and other sources such as advertising and the Internet. Older users of these products need to be better informed by manufacturers, physicians, and pharmacists about the benefits and risks of prescription drugs and OTC products. For effectual marketing, products for age-related ailments should either not show people in their ads or should be advertised using chronologically-younger persons than the target audience, emphasizing the benefits of the product than the age(s) of potential users. Multiple uses/benefits of a pharmaceutical product should be mentioned in advertising, if some of its benefits have multi-generational appeal. Over-the-counter (OTC) products that consumers may find offensive should use either a cartoon character or not use a spokesperson at all. Pharmacies should emphasize convenience, the provision of helpful information, and personal relationship with the customer. Manufacturers of personal care products should consider the diversity of older consumers’ needs that stem from biophysical and psychosocial aging in developing marketing strategies and tactics.