OTC National Conference 2014

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  • Tuesday, June 10, 2014
  • 6:30 PM  -  7:30 PM
    OTC Networking Cocktail Party
    7:30 PM  -  9:00 PM
    OTC Awards and Distinguished Marketer Ceremony
  • Wednesday, June 11, 2014
  • 9:00 AM  -  9:15 AM
    Welcome to the 2014 OTC National Conference
    9:15 AM  -  9:45 AM
    Consumer Attitudes on OTC
    Monica Feldman, Global Head of Consumer Research, Euromonitor
    9:45 AM  -  10:30 AM
    Competing With Private Label At the Store
    Eric Talbot, VP Brand Solutions, Univision
    10:30 AM  -  11:00 AM
    Networking Break
    11:00 AM  -  11:45 AM
    Mind Control at Retail -- Seconds to Seduce You

    Teri Goldstein, CEO, The Goldstein Group

    Brand sensory attributes such as colors, shapes, sounds and scents reach the emotional center of consumers' brains to drive purchasing behavior in only a few seconds when seen on shelf. In this forward-thinking session, you will learn to navigate these sensory drivers and gain insight into how your brand performs in your target consumer’s heart and mind. You will understand why it is crucial that brand marketers give consumers “something to talk about" so they select your package over the competitive set and learn about the disparate verbal and visual territories that men and women respond to, as well as their shopping habits, rituals, wants, needs and aspirations. Although men and women must be targeted differently at shelf, it is important to also build in crossover cues that will instantaneously resonate with consumer sensibilities!

    11:45 AM  -  12:30 PM
    What’s Really in that Shopping Basket?

    Dave Wendland, VP, Hamacher Group

    Given the broad spectrum of retailers selling over-the-counter (OTC) medicines, this presentation discusses the types of products that may be most often found in a shopper’s market basket as they checkout of various formats. In addition, key influencers to the purchase decision will be considered and examined.

    12:30 PM  -  1:30 PM
    Lunch
    1:30 PM  -  2:00 PM
    The Current OTC Political Landscape

    Speaker TBA, Polsinelli Shughart

    What is the real impact of ACA on OTC advertising? What different legislative issues currently on the table will affect OTC marketers? What other changes in national or state regulations do OTC Marketers need to be aware of? Our political expert will review what's really happening in Washington and help the OTC industry best prepare for likely outcomes. Learn what may change in the healthcare landscape and what you can do in response.

    2:00 PM  -  2:30 PM
    The Rx to OTC Switch Landscape

    Julie Aker, CEO, Concentrics Research

    Over the past several years there have been significant OTC brands brought to market through Rx-to-OTC switches. Each of these new products has served to expand their respective categories and help offset impacts of economic recession. Additional switches are expected over the next few years that are likely to have significant impacts on the industry. Learn which therapeutic classes are likely to generate future switches and what their impact on the OTC market will be.

    2:30 PM  -  3:00 PM
    Networking Break
    3:00 PM  -  3:45 PM
    Driving Growth: Recent Case Studies in Rx-to-OTC Switch

    Susan Lavine Coleman, President, NCI Consulting

    Bernie Simone, VP Rx to OTC Switches, Chattem

    Rx-to-OTC switches launched in the past 10 years have produced over $3.7 billion in US retail sales and, in the past 5 years, nearly 1/3 of total OTC category growth. Using recent switch case studies, this presentation will provide insights on how to maximize switch revenue potential through regulatory and marketing strategies that address different OTC market and competitive conditions. In the process, it will illustrate how seemingly minor changes in labeling can impact switch approvability and business potential. Examples will include: • First-in-category switches, such as Oxytrol for Women • First-in-class but existing category switches, such as Nasacort Allergy 24 HR, • Follow-on switches, such as Allegra Allergy and Prevacid 24HR

    3:45 PM  -  4:30 PM
    How OTC Marketers can Increase Brand Value through Social Engagement

    William Martino, SVP, Director of Strategy, Wunderman World Health

    In a world of fragmented consumer behavior, increased competition from other brands (including private label), and reduced resources, it’s harder than ever for OTC marketers to differentiate their brands and win over the hearts and minds of consumers. Using proprietary data and research, we’ll look outside our industry to see how social engagement (winning on platforms like Facebook, Twitter, YouTube, and Pinterest) is directly linked to brand value and differentiation, helping luxury automakers and consumer goods companies stand out from their competitors. We’ll deconstruct their success, compare it to OTC brands, and provide tangible ways for marketers to take action and grow their own brands.

    4:30 PM  -  5:00 PM
    A Roundtable on Tapping into Today's OTC consumer

    Moderator: Monica Feldman

    Panelists: Teri Goldstein, Dave Wendland, Eric Talbot, William Martino

    Today’s OTC marketplace is very complex. With fragmentation of media markets, increased utilization of digital advertising, improved competition from private label, and smaller consumer budgets, how should brands decide where to spend their advertising dollars? Our expert panel of representatives from different areas of the OTC world discuss the best ways to engage consumers in your branded OTC product.

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