Men's Health: An Untapped OTC Market
|出版商||Nicholas Hall & Company||商品編碼||305137|
Compared to women, men are less likely to visit a pharmacy, less likely to purchase OTCs, and more likely to die young. In contrast to prevailing opinions, research in the past two decades has suggested that these statistics are the result not of men's poor choices, but of men's poor options.
Backed with unique insight from the European Men's Health Forum, Nicholas Hall analyses not just why men's health is languishing, but what can be done about it.
It is clear that there are significant barriers in place - both social and commercial - which prevent men from taking a proactive stance in regards to their own health. These range from pervasive ideas about what constitutes masculinity (health concerns do not top the list) to more practical issues such as accessing healthcare professionals outside normal working hours.
On the frontline of healthcare, OTC marketers are perfectly placed to lead the charge in breaking down these barriers, and making healthcare more accessible and relevant to men. This report will investigate the options available to OTC marketers, considering men's health in context, the current OTC areas of particular relevance to men and how switch can expand the men's OTC market. It will analyse what can be done to change men's attitudes to their own health, how the role of the pharmacy can be expanded and which advances in technology offer solutions.
The vast majority of OTCs are gender-neutral, and more can be done to reach what should be 50% of the consumer base.