Filomena Maiese, Marketing & Business Development Director at Australian Self Medication Industry (ASMI) presented on Innovation and Successes in OTC Marketing at Mumbrella's Health & Wellness Marketing Summit.

1. Filomena Maiese
Marke.ng & Business Development Director
AUSTRALIAN SELF MEDICATION INDUSTRY

2. What is OTC?
• Over-The-Counter (OTC) Products = Nonprescrip.on Medicines
Prescrip(on
74%
Non
Prescrip(on
[PERCENTA
GE]
S3
S2
Unscheduled
Pharmacist Only
(Behind Counter)
Pharmacy Only
(Front of Counter)
Self-Selec(on
(All Retail Channels)

4. What makes
OTC
Innova(on
so
challenging?

5. Medicines are NOT ordinary items of commerce
• Risks are greater
• Development to launch .me is longer
• Innova.on costs are higher
• More rules apply

6. That said…
OTC Innova(on is…

8. Market Disrup(on
Through Schedule
‘Switch’

9. New Brands/
New Categories
through
‘Prescrip(on-to-
OTC’ Switch
S4
PRESCRIPTION
S3/OTC
NONPRESCRIPTION

10. You used to need a script for:
• Allergy Meds – Clartyne/Telfast/Zyrtec….
• Thrush Treatments – Canestan/Diflucan….
• Nico.ne replacement – NicoreVe/Nicabate….
• Heartburn medica.on – Zantac/Somac/Nexium…
• Cold Sore medica.on – Zovirax….

11. In the future,
you may not need a script for…
• Erec.le Dysfunc.on (Viagra, Cialis….)
• Migraine Medica.on (Triptans)
• Oral Contracep.ve Pill
• Urinary Tract Infec.on An.bio.cs
• Cholesterol Lowering Meds
…will DISRUPT the market and (re)define categories

12. Innovation

13. 2 x beFer quit rates than going it alone
– Nico(ne replacement
3 out of 4 mums prefer the taste
– Children's Analgesics
9 out of 10 regrow their hair aNer 16 weeks
– Hair loss product
Brushing only cleans 25% of your mouth
– Mouthwash category
Understand the science to drive behavior
changing claims

14. BRAND

15. BEROCCA – Hangover Cure to Big Day Support

16. LISTERINE– 150yr brand s(ll growing
Germ Kill/Bad Breath Whole Mouth Clean/Daily Regime

17. Execute BIG IDEAS
with EXCELLENCE

18. OTC ADVERTISING…We’ve come along way!
2017
Don’t be
Pedestrian

19. NICABATE social media community to help qui`ers

20. Welcome to
Blackmores
Get 30% off* using
code WELCOME30
Hi Filomena,
Thanks for signing up to Blackmores.com.au.Your path to better health and
wellbeing has begun!
Now you can keep in touch with the latest health and wellbeing news,
exclusive promotions and hear all about our new products straight to your
inbox.
BLACKMORES online loyalty program

21. WOMAN’S
HAIRLOSS
JOURNEY
8/10
REGROW
HAIR
WOMEN’S REGAINE
The Hairloss Journey Owning Every Touchpoint

22. NICORETTE ‘No Gary’ Campaign
Engaging Insight-based Communica;on

23. Prescription
to OTC switch Clai
ms
Brand
Repositioning
BIG Ideas
Executed with
Excellence

24. SEE MORE
OTC INNOVATION AT ….
ASMI DIAMOND AWARDS ‘HIGH TEA’
19TH OCTOBER AT CONVENTION CENTRE DARLING HARBOUR
FIND OUT MORE: WWW.ASMI.COM.AU