The dynamic Lower GIs category – which includes laxative products, antidiarrhoeals, antispasmodics & IBS remedies (plus GI-oriented probiotics) – is currently outperforming the consumer health market, as it grew by nearly 7% in 2018, adding $653mn in net global sales. According to recent market research studies, key growth drivers include high-profile consumer promotions, new product developments (including new formats, increased efficacy, multi-symptom presentations) and pharmacists’ brand recommendations (advice given by pharmacists on specific brands when consumers ask for a GI medicine).
Like any other go-to-market strategies – brand recommendation is crucial for any pharmaceutical brand willing to increase market penetration and sales. Based on BeMyEye’s field research, pharmacists’ advice on specific OTC brands influences up to 70% of the consumer decision-making process.
By keeping on top of the importance of band recommendation as a key sales driver, we have now extended our series of pharmaceutical brand recommendations releases by focusing on the dynamic Lowes GIs category. We have revealed the most recommended Lower GIs brands across 7 European countries (Italy, UK, Spain, France, Poland, Germany and Russia) and collected data from more than 700 pharmacies.
In the last section of our study, we have provided detailed insights on how to translate brand recommendation data into action by leveraging the innovative “Lean Go-to-Market” model, which can boost your field force productivity and eliminate the burden of any data collection task, allowing them to be 100% focused on selling