Brand or Generic?

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Over the counter (OTC) treatments are used universally for ailments such as headache, cough, cold and indigestion. People seek out a lot of information and want to know who makes the drugs they buy. However, when faced with a range of attitude statements the ones they were most likely to agree with applied to generics. Across 10 of the 11 countries participating in EHS 2008 there is a respect for generics* and people are generally happy to switch when they become available.

Agree
I've found generic medicines/remedies to be just as effective as more expensive products I've used in the past 68%
I'm usually happy to switch to cheaper generic remedies when they become available 74%

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However, when asked to name specific brands they do seem confused over the difference between “brands” and “generics”. When answering the question “what is your most trusted over-the-counter brand” for a range of illnesses (including migraine, indigestion and sore throat) response was low. In each country many people proposed generics such as “ibuprofen” or “paracetamol” without attaching any brand name, manufacturer, or retailer name and many skipped the question totally. They would also appear to use the same remedy for many different ailments. For country by country details please contact your Reader’s Digest representative.

More than half (56%) say that they have more confidence in the quality of a product if it’s made by a well known manufacturer and many believe that generic medicines are made by the big manufacturers (47%).

*These questions were supported with an explanation of the term “generic”.

Conclusion for Marketers:

Awareness of over the counter brands and treatments for specific ailments is low and people rely heavily on the recommendation of the pharmacist (71%). Use of, and trust in, generics is high. It’s important that remedies be promoted and heavily branded to give the consumer the confidence they’re seeking at point of purchase.