Understanding Trust in OTC Medicines: Consumer and ... · PDF fileUnderstanding Trust in OTC Medicines: Consumer and Healthcare Provider Perspectives ... •HCP views of OTCs are important,

Understanding Trust in OTC Medicines: Consumer

and Healthcare Provider Perspectives

Prepared by Nielsen and IMS

Released March 6, 2013

Contents

Objectives

Executive Summary

Research Plan and Survey Design

Key Findings: Consumers

Key Findings: HCPs

Understanding Trust in OTC Medicines – March 6, 2013 2

CHPA Wishes to Understand the Drivers of Trust in

OTC Medicines Across Various Constituencies

• The Consumer Healthcare Products Association (CHPA) launched the

Your Health at Hand initiative to underscore the value and solutions

OTC medicines provide to American families, to healthcare providers,

and to the U.S. healthcare system overall.

• In support of that initiative, CHPA is interested in conducting research to

examine what builds trust in OTC medicines across key audiences: – Consumers

– Physicians

– Pharmacists

• Key Research Objectives: – What drives trust in OTCs among consumers and healthcare professionals?

– How do trust drivers in OTCs differ between consumers and professionals?

– How do trust drivers differ by key consumer and professional groups?

Objectives


Survey Respondent Snapshot

• Surveyed adult consumers of all ages regarding 12 types of conditions;

doctor visits ranged from 0-10 times per year.

• Consumer respondents included households (HHs) with the following:

demographics: – HHs with kids<4

– HHs with kids 4-11

– HHs with kids 12-17

– Multi-generational HHs

– Respondents <65

– Respondents aged 65+

– Those who care for an adult outside of home

• Healthcare professional (HCP) respondents included: – Primary care physicians (PCPs)

– Nurse practitioners (NPs)

– Pediatricians (Peds)

– Pharmacists (Pharms)

Objectives


Contents

Objectives

Executive Summary



Key Findings: HCPs


Executive Summary

• Patient outcomes, efficacy and safety perceptions are the most important

drivers of OTC trust across consumers and various HCP segments. – Consistency is a key theme across all segments.

– Efficacy compared to a prescription is a key dynamic between consumer, PCP, and NP.

– Four HCP segments have a very high degree of agreement.

– Trust drivers vary little across types of OTCs taken (cough & cold; allergy relief; pain medication; upset

stomach OTCs).

– Pediatricians as well as consumer households with children <12 also need to know the product is safe to

give to children under 18.

Rank Consumers PCPs NPs Peds Pharms

1 Working

every time

(9%)

Is a treatment that

helps me achieve

successful patient

outcomes (17%)

Is a treatment that

helps me achieve

successful patient

outcomes (23%)

Is safe to give to

children under 18

(20%)

Is a treatment that

helps me achieve

successful patient

outcomes (22%)

2 As effective

as a

prescription

(8%)

Is something I

know will work

consistently (15%)

Is something I

know will be as

efficacious as a

prescription (13%)

Is a treatment that

helps me achieve

successful patient

outcomes (19%)

Is something I

know will work

consistently (14%)

3 Few side

effects (8%)

Is something I

know will be as

efficacious as a

prescription (13%)

Is something I

know will work

consistently (11%)

Is something I

know will work

consistently (11%)

Is made with

ingredients that I

know to be safe

(12%)

Patient outcomes Efficacy Works consistently Safety

Executive Summary

Understanding Trust in OTC Research – March 6, 2013 6

Executive Summary

• HCPs feel that OTCs can relieve symptoms before or without a prescription. – PCPs most frequently selected the statement, “To relieve symptoms before recommending a prescription

treatment.”

– For NPs and Peds, the statements were essentially equivalent “To relieve symptoms before recommending a

prescription treatment” and “To relieve symptoms without recommending a prescription treatment.”

– Pharms felt OTCs are… “To relieve symptoms without recommending a prescription treatment.”

– Note that “To relieve symptoms while also referring patient” is not highly rated.

• HCP views of OTCs are important, as many consumers use OTCs without

seeing a healthcare professional. – 84% of consumers say they trust their doctor’s advice on what OTC medicine they should take or give to

others.

– Households with kids <12 are less likely than other households to use OTCs without a doctor’s visit, but most

households with kids <12 are still using OTCs without a doctor’s visit.

• Consumers were more likely to say they have readily used allergy relief

OTCs for symptom relief compared to other OTCs. – Respondents were more likely to occasionally use the remaining OTC segments to alleviate symptoms.

– Seasonality may influence these results as the survey was fielded during Hay Fever season.

• About 98% of PCPs, NPs, and Pharms and 90% of Peds reported that: – They either “have no reservations recommending OTC medication to patients and caregivers” or “recommend

taking OTC medication and encourage caregivers and patients to read and carefully follow instructions.”

Executive Summary


Contents

Objectives

Executive Summary



Key Findings: HCPs


Survey Design – Overall and HCP Respondents

• The research plan addresses the survey’s objectives regarding trust

drivers in OTC medications.

• Nielsen and IMS partnered to conduct surveys among consumers

(Nielsen) and healthcare professionals (IMS) to help understand and

demonstrate what drives consumers and healthcare professionals to

trust OTC medications.

Healthcare Professionals:

• Approximately 10 minute online survey among 506

healthcare professionals.

• Results were analyzed among key groups: • Primary care physicians (n=125)

• Nurse practitioners (n=126)

• Pediatricians (n=129)

• Pharmacists (n=126)

• IMS used its prescription database to identify high

volume healthcare professionals for recruitment.



Survey Design – Consumer Respondents

• 1,500 households (HHs) that recorded purchases of OTC products on

Nielsen’s Homescan Panel in the previous 52 weeks were invited to

participate in a survey about OTC products. – Survey was available 8/20/12 – 9/10/12.

– The primary shopper was asked to complete the survey for all members of the HH.

• 1,194 respondents completed the survey. 82% of the respondents

confirmed that they purchased OTC products in the past 6 months.



Consumer survey responses were analyzed among

respondents who fall into the following groups:

• Pain relief medication given/taken yielding 461 responses

• Cold, cough, sinus or flu medications given/taken yielding 158 responses

• Allergy relief medications given/taken yielding 183 responses

• Upset stomach/acid reflux/antacid medications given/taken yielding 129 responses

• Medication taken by respondent yielding 658 responses

• Medication given to child/step-child in the home yielding 273 responses

• Households with Kids<4 yielding 60 responses

• Households with Kids 4-11 yielding 158 responses

• Households with Kids 12-17 yielding 130 responses

• Multi-Generational HHs yielding 39 responses

• Hispanic yielding 65 responses

• Non-Hispanic yielding 1,129 responses

• Respondents <65 yielding 778 responses

• Respondents Aged 65+ yielding 196 responses

• Care for Adult Outside of Home yielding 343 responses

Assessing Consumer and HCP Trust in OTC Medicines

Respondents answered approximately five minutes of profiling

questions, followed by approximately five minutes of an exercise

where they looked at 12 sets of four attributes that were repeated

in different patterns to result in an overall ranking of 20 trust

attributes.



• Both survey designs measure relative importance of potential trust

drivers.

Contents

Objectives

Executive Summary



Key Findings: HCPs


Efficacy and Safety Perceptions Are the Most Important

Drivers of OTC Trust Working every time, as effective as a prescription, few side effects, doctor recommended, and safe

ingredients are the most important pillars of consumers’ trust.

9.18.38.3

7.77.6

6.76.56.56.4

5.54.8

4.43.5

3.32.9

2.62.12.1

1.20.3

Is something I know will work every time

Is something I know will be as effective as a prescription

Is something that does not have many side effects

Is recommended by my doctor

Is made with ingredients that I know to be safe

Is backed by clinical research that it is safe to use

Is a brand I trust

Is backed by clinical research that it will effectively relieve…

Is recommended by my pharmacist or in-store healthcare…

Is something I would use before seeing a doctor

Is made by a company I trust

Is made with ingredients I recognize

Is available as a store brand

Has easy to understand instructions

Is safe to give to children under 18

Is something I would recommend to friends or family

Has been endorsed by a person, group, or information source I…

Is recommended by friends or family members

Is something my mother used to use or give to me

Is something I’ve seen advertised

Relative Importance of Attributes Studied (on a scale of 1-10)

Q10. Which of the following is most important and which is least important when you decide which <MEDICATION> that are available over-the-

counter you trust taking (giving to your child/step-child)?

Consumers


Trust Pillars Are Similar Across the Four OTC Categories Safe for children <18 is more important for Cough & Cold and Allergy Relief, but differences are not

significant.

9.1

8.2

8.4

7.5

8.8

8.3

8.1

7.7

9.1

8.7

8.3

8.0

9.3

8.6

8.2

7.6

Is something I know will work every time

Is something I know will be as effective as a prescription

Is something that does not have many side effects

Is recommended by my doctor

Relative Importance of Attributes Studied (on a scale of 1-10)

Pain relief medications

Cough, cold, sinus, or flumedications

Allergy relief medications

Upset stomach/acidreflux/antacid medications


counter you trust <taking/giving to your child/step-child>?

Consumers


Consumer Trust Attribute Insights by Demographic

Category


counter you trust taking (giving to your child/step-child)?

Consumers


• For HHs with children under 4 years-old, the most important trust attribute in

deciding which OTC medication to take or give to a child is that the medication is

recommended by their doctor.

• When choosing a medication for themselves, survey respondents choose a brand

they trust.

• Multi-generational HHs, Hispanic HHs, and HHs who care for an adult outside of

their home place a high value on pharmacist or in-store healthcare professional

recommendations.

• Multi-generational HHs trust products with easy-to-understand instructions.

• HHs with children under 0-17 years-old want to know the product is safe to give to

children under 18 years-old.

Consumers Use OTCs to Relieve Symptoms without

Seeing a Healthcare Professional

82

21

25

84

23

12

75

15

26

77

11

21

To relieve symptoms without seeing a healthcareprofessional

To relieve symptoms before seeing a healthcareprofessional

To relieve symptoms following a healthcareprofessional's advice

% respondents by OTC usage

Pain Relief Medication Cough and Cold Allergy Relief Upset Stomach/Acid Reflux/Antacid

Q8. When have you or others in your household used each type of over-the-counter medication? Please select all that apply for each type of

medication.

Sample Size = 969

Consumers


OTC Use with a Visit to a Healthcare Professional is

More Likely to Occur in Households with Younger Kids

Q8. When have you or others in your household used over-the-counter medication? Please select all that apply.

Consumers


• Households with children under 4 years-old are more likely to

use OTC medicines to relieve symptoms before seeing a

healthcare professional.

• However, households with children under four years-old are

more likely to see a healthcare professional for relief from

symptoms of colds, flu, fevers, or coughs (versus other

consumers).

• Households with children ages 4-11 years-old are more likely

to use OTC medicines to relieve symptoms before seeing a

healthcare professional and/or following a healthcare

professional’s advice.

More Consumers Readily Use Allergy/Relief OTCs than

Other OTCs

Q9. Which statement below best describes how you feel about medications that are available over-the-counter?

Sample Size = 931

Consumers


Most Consumers Visit HCPs 1-2 Times per Year

Q6. For each household member, please answer the following questions: Frequency of visiting

any type of doctor or healthcare practitioner in the past year

Sample Size = 974

Consumers


Most Consumers Buy Based on Symptoms and Trust

Their Doctor’s Advice on OTCs

Q12. Below are statements that may or may not describe you. We would like to know how much you personally agree or disagree with each statement.

Sample Size = 974

Consumers

17%

Strongly or

Somewhat

Disagree


Older Consumers Are More Likely to Use OTCs Based on

a Healthcare Professional’s Recommendation

Q9. Which statement below best describes how you feel about medications that are available over-the-counter?

Consumers


Respondents who were over 65 years-old were more likely

to use OTCs when recommended by a doctor or

healthcare professional.

Respondents with Kids Are More Likely to Use the

Internet for Diagnosis


Consumers


• Respondents were most likely to “almost always turn to the

Internet to diagnose my/others symptoms”:

- When the medication is taken by child

- Households with children under 4 years-old

- Households with children under 12 years-old

Higher Education Levels Lead to Better Understanding of

Ingredients and Being Asked for Advice


Sample Size = 974

Consumers


91%

85%

67%

65%

61%

52%

26%

19%

19%

19%

90%

83%

70%

66%

62%

64%

23%

27%

13%

26%

90%

86%

68%

64%

60%

64%

25%

24%

20%

29%

I choose which over-the-counter medication to buy based onthe symptoms it treats

I trust my doctor's advice on what over-the-countermedication I should take or give to others

When it's available, I prefer to use over-the-countermedications versus a prescription

I know what over-the-counter medications to take or give toothers to feel better faster

I avoid going to the doctor unless I absolutely have to

I understand what the ingredients in different over-the-counter medicines do

I avoid taking or giving others any type of over-the-countermedication

I almost always turn to the Internet to diagnose my/otherssymptoms

I avoid taking any type of over-the-counter medication

Others often ask me for advice about what over-the-countermedications they should take

Top 2 Box Summary - % of respondents who Strongly Agree/Somewhat Agree

Female High School or Less (227)

Female Some College (283)

Female College Graduate (388)

Family Health Influencers are more likely to use OTCs before seeing a

healthcare professional or based on a healthcare professional’s advice

84%

37%

32%

86%

32%

23%

To relieve symptoms without seeing a healthcareprofessional

To relieve symptoms following a healthcareprofessional's advice

To relieve symptoms before seeing a healthcareprofessional

% respondents by OTC usage

Family Health Influencers (Strongly/Somewhat Agree - Others often ask for advice on what over-the-counter medicinesthey should take)

General Consumers

Q8. When have you or others in your household used each type of over-the-counter

medication? Please select all that apply for each type of medication.

Consumers


Contents

Objectives

Executive Summary



Key Findings: HCPs


Successful Patient Outcomes, Consistency and Efficacy

Were the Top 3 Trust Attributes Rated by Most HCPs

Q6. Which of the following attributes (listed above) is most important and which is least important when you decide which OTC Medication you trust

to give to yourself or others in your household?

All HCPs


PCPs Largely Recommend OTC Medications to Relieve

Symptoms Before Recommending a Prescription Treatment

Primary Care Physicians

Q4. When have you recommended each type of over-the-counter medication? A. To relieve symptoms instead of recommending a prescription treatment; B.

To relieve symptoms before recommending a prescription treatment; C. To relieve symptoms while also referring patient to another healthcare professional’s

advice


NPs Mostly Recommend OTC Medications to Relieve

Symptoms Either Before Recommending or Without

Recommending a Prescription Treatment

Nurse Practitioners

Q4. When have you recommended each type of over-the-counter medication? A. To relieve symptoms instead of recommending a prescription treatment; B. To

relieve symptoms before recommending a prescription treatment; C. To relieve symptoms while also referring patient to another healthcare professional’s advice


Pediatricians Mostly Recommend OTC Medications to

Relieve Symptoms Either Without Recommending or Before


Pediatricians

Q4. When have you recommended each type of over-the-counter medication? A. To relieve symptoms instead of recommending a prescription treatment; B. To

relieve symptoms before recommending a prescription treatment; C. To relieve symptoms while also referring patient to another healthcare professional’s advice


Pharmacists Recommend OTC Medications to Relieve

Symptoms Either Without Recommending or Before


Pharmacists

Q4. When have you recommended each type of over-the-counter medication? A. To relieve symptoms instead of recommending a prescription treatment; B.

To relieve symptoms before recommending a prescription treatment; C. To relieve symptoms while also referring patient to another healthcare professional’s

advice


Most Specialists Either Had No Reservations

Recommending OTC Medications or Would Encourage

Patients to Read and Carefully Follow Instructions Before

Taking the OTC Medication

Q5. Which statement (in the table above) best describes how you feel about OTC Medication that are available over-the-counter?


0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

I have noreservations

recommending OTCMedication topatients and

caregivers

I recommend takingOTC Medicationand encouragecaregivers and

patients to readand carefully followinstructions before

taking OTCMedication

I avoidrecommending OTC

Medication topatients and

caregivers unless Ifeel I have to

I will onlyrecommend OTC

Medication tocaregivers and

patients if anotherhealthcare

professionalrecommends it

I am reluctant torecommend OTC

Medication topatients and

caregivers

% respondents describing how they feel about OTC medication that are available over-the-counter

Primary Care Physicians

Nurse Practitioners

Pediatricians

Pharmacists2.4

All HCPs

52.8

38.1

45.0

33.3

45.6

60.3

44.2

64.3

0.8 0.8 9.3

0.8 0.8 1.6

Patients and Caregivers Visit Different HCPs for Different

Reasons


Healthcare Professionals

Q11. What are the reasons that patients and caregivers have come to see you in the past year? Please select all that apply.

Top Reasons Consumers Visit Respondents

Primary Care Physicians Asthma; Cough and Cold

(n=125)

Pediatricians Asthma; Cold; Allergies; Routine Checkup

(n=129)

Pharmacists Cough; Headache/Migraine; Allergies

(n=126)

Nurse Practitioners Anxiety/Depression; Upset Stomach/

(n=126) Heartburn/Digestive Symptoms; Allergies

All HCPs

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Understanding Trust in OTC Medicines: Consumer and ... · PDF fileUnderstanding Trust in OTC Medicines: Consumer and Healthcare Provider Perspectives ... •HCP views of OTCs are important,