Teamwork with Health Authorities to Support OTCs and Dietary - - PowerPoint PPT Presentation

The

Teamwork with Health Authorities to Support OTCs and Dietary Supplements in Colombia

Christine Johnson, General Manager, Pfizer Consumer Healthcare, Andean Region

October 8, 2015

Consumers are ready for and demanding a better self care environment.

2

92%

Like being able to have better control of their health

Source: Survey conducted by National Council on Patient Information and Education (NCPIE) and Pfizer in the U.S. in 2015

64%

Feel they could be making more decisions about their health and wellness

88%

Feel confident in their abilities to take responsibility for their health They have become increasingly adept at using various tools to self-manage common medical conditions.

Colombian consumers research before they visit the doctor or buy a medicine.

• 31 million people are Internet users in Colombia.
• More than 100,000 health issue searches hourly in Colombia alone.
• More than 9,000 hourly searches in “Pharmacy.”
• 900,000 searches on analgesics,
• 49% through mobile devices.
• Most popular searches are related to sexuality, digestive system

and mental disorders.

• Mobile devices are increasing in usage,
• 43% of health issue searches are

through mobile devices.

3

Source: Google Research, Colombia

4

OTCs and dietary supplements are an important tool for Colombian consumers.

They help alleviate the healthcare system through prevention and self-medication of non- serious ailments, and they follow consumer habits.

40%

OTCs & Dietary Supplements are 40% of the retail market

3 channels

OTCs & Dietary Supplements are sold through drugstores, supermarkets and Mom & Pop stores

Low Price

Healthy OTC competition enhances market & product selection and keeps prices low Self Medication provides multiple benefits to the consumer and the Health Care System

Source: IMS, Colombia

Consumers in Colombia are Comfortable with OTCs

5

77.5% of

consumers surveyed in Colombia have self- medicated at least once in their lives.

1/3 of consumers

surveyed had self-medicated within the past month.

OTCs are a preferred

• ption for addressing

many common self- treatable symptoms

Source: Machado-Alba, JE. Et al. “Social, cultural and economic factors associated with self-medication,” Biomédica, Oct./Dec. 2014

Survey responses: Likely treatment approach for specific symptoms

An informed consumer can thus make better decisions.

Source: “Social, cultural and economic factors associated with self-medication,” Biomedica 2014;

Ads Reach Consumers When They are Deciding Whether to Purchase – In Advance

6

82% 85% 77% 76% 78% 66% 18% 16% 23% 24% 23% 34% Analgesic Fever Reducer Antifungal Antacid Muscle Pain Cough

Impulsive Planned

Was Your Last Purchase Impulsive or Pre-Planned?

Average of 6 Latin American Countries

What was your main reason for purchasing an OTC?

Over 95% of consumers in Latin America make OTC purchase decisions to treat a product-appropriate current or future symptom

Source: ILAR/OPINAIA OTC Medicines Advertisement Study, July, 2013

Advertising Impact on Selection of OTC Medicines

0,7% 2,3% 2,8% 16,0% 18,2% 30,0% 30,1% 0% 20% 40% 60% 80% 100%

Internet Other Media Other Health Care Professional Doctor Other People (Friend, Family) Drugstore Clerk Advertising

How do you find out about the OTC medicines you buy?

Base: 478 Base: 144

94,4% 5,6% Yes No

Did the advertising you see in mass media help you to identify the product you could take for your symptoms or illness?

Source: ANDI Questionnaire “Purchasing Habits and Use of OTCs,” 2011, Colombia

f OTCs, 2011, Colombia

Better-informed consumer product choices Consumer comprehension of appropriate self-care Reduction of cost to health system The consumer health products industry has a responsibility to educate consumers through advertising. Responsible advertising leads to: Responsible advertising follows best practices of regional industry associations and regional and country boards of health Reduction of sanitary risk and misuse

OTC Advertisements in Colombia are highly regulated… Yet the regulations are not adapted to a modern consumer environment

9

Colombia

• Advertising regulations come under 2004 General Advertising Resolution

(4320).

• Not specific for different media vehicles, digital, or modern promotional

activities.

• Needs to be updated.
• Digital Search & Advertising developing quickly.
• Approval of digital responses slow down and frustrate consumers.
• Google, Banners, YouTube, Social Media

The OTC and Dietary Supplements Strategic Group Supports Further Growth in Colombia

Mission

Contribute to the consumer’s care of himself and make his life better through responsible self-medication.

Objective

• Facilitate the access to OTCs to reach Colombian

consumers

• Educate the consumer about the use of OTCs
• Work closely with INVIMA, the Health Ministry and
• ther government agencies for appropriate

interpretation of laws

• Encourage the reclassification of common

molecules from Rx to OTC

• Promote communication forums between

government agencies and the industry for constructive discussions

• Assure that agreements and dates are implemented

10

Overview of the Strategic OTCs and Dietary Supplements Group

Formed three years ago

• Includes 15 companies
• Close work with INVIMA

Three sub-commissions have had success 1. Advertising

• Use of “new” in advertising
• One-time approval of advertising pieces, proportionally adapted to different media

formats

• Definition of valid & current advertising end when product is renewed (also must be

renewed)

• Promotional units & Retail promotions do not need new pre-approval in Invima as long

as they do not communicate claims

• 2. Rx to OTC Switch
• Seven molecules approved in 2015
• 3. Dietary Supplements
• DS definitions included in Pacific Alliance discussions (Mexico, Peru, Chile, Colombia)

11

We Are Already Seeing Results… But There is More to Be Done

• Dietary Supplement

Definition & law refinement

• Better understanding of

Advertising and Search on Digital

• Reclassification of more

molecules from Rx to OTC

• Alignment with the Pacific

Alliance on topics as they develop

12

13

Thank You

Christine Johnson General Manager, Pfizer Consumer Healthcare, Andean Region