Episode 03: Why We Need To Rethink Over-The-Counter (OTC) Marketing
Walking into retail pharmacies these days is a very different experience - and no one understands this better than Rhett Hemedes, who began his career in advertising in global agencies like Leo Burnett, Lintas and BBDO, working on accounts like Glaxo Smithkline and Boehringer Ingelheim.
He is currently an Independent Advisor on Strategy & Innovation in Health, Wellness & Marketing Technology. He began consulting at Sasin School of Management where he advised on Edtech partnerships, Blended learning and Executive Education. Prior to this, he had a long tenure of over 20 years in Pharmaceuticals. His latest role was as AVP, at Great Eastern Drug (GED) where he managed multiple categories & brands in OTC & Medical Channel.
Rhett and I discuss the pitfalls of marketing programs that typically fall into a discounting rut, and the challenges of building differentiated brands in a pharmaceutical industry that is so regulated. He finds that the marketing messages had become irrelevant because they all come across the same - more so now than ever, since we are constantly bombarded by data.
“Real value of marketing lies in the uncovering of insights.”
Rhett has previously given talks relating to sales, promotions and the "End of OTC Marketing As We Know It". We explore if marketers can overcome the challenges and problems in this area, and how does a sense of curiosity change that.
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Key topics in this episode:
How he started in advertising
How the different buying journey for OTC products affect marketing decisions
Why marketers fall into short-term tactics that contradict brand values
Are marketers curious… enough?
Why we shouldn't start with numbers (targets) in marketing plans
Reevaluating value of marketing with the advancement of technology and AI
When “soft skills” like resilience and curiosity matter more than technical skills
How the focus on soft skills change the way adult learning develops in the current climate
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You can find Rhett at https://th.linkedin.com/in/rhetthemedes
Listen to the episode here: