Beneficial Effects of Forms of Information Support to OTC Drugs from the Perspective of Clients of Brick-and-Mortar Pharmacies

摘要

Launch of any new product and its sale, including over-the-counter (OTC) drugs, should be supported with a suitably chosen information support, targeted counselling and effective marketing communication campaigns. In doing so, it is necessary to respect the legal regulation of marketing communications for the product category and the extent to which purchasers of this product will be affected in purchasing by various forms and tools of communication activities. This article first describes the constraints of communication activities given by legislative regulation on marketing communications of OTC drugs in the Czech Republic and defines forms of information support, suitable for this category of products. It then summarizes results of quantitative research among clients of brick-and-mortar pharmacies in the Czech Republic, focused on the perception of the benefits of various forms of information support, counselling in particular.