Don't undervalue creative OTC product claims

17 April 2015 - Deborah Wilkes


“Creative product claims are undervalued and under-prioritised by the consumer healthcare industry,” according to Dr Kevin McFarthing, founder of Innovation Fixer and former head of global research and development for Health & Personal Care at Reckitt Benckiser (RB). He maintains that “subtle, motivating and inspiring new claims offer really fertile ground for innovation”.

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