Don't ever forget the consumer

Don't ever forget the consumer


14 April 2015 - Deborah Wilkes

Creative product claims, technological developments and switching are just some of the OTC innovation opportunities discussed in Edition 4 of NEW IDEAS BETTER WAYS. The common theme running through this edition is how business potential can only be unlocked through insights gained from a deep understanding of the consumer.

Dr Kevin McFarthing, founder of Innovation Fixer and former head of global research and development for Health & Personal Care at Reckitt Benckiser (RB), discusses a wide range of topics including creative product claims, consumer insights, incremental innovations, open innovation and managing innovation.

Buy and download today to read about:
- Successful OTC innovation requires consumer insights
- Merck puts a spotlight on consumer-centric innovation
- Refresh consumer healthcare with customised clinical studies
- Using MRI to differentiate consumer healthcare products
- The seven sins of innovation.


Edition 4 takes a look at Merck Consumer Health's consumer-centric approach to innovation, including the German company's Ideas Portal and recent additions to its Apaisyl, Bion, Nasivin and Seven Seas brands.

Dr Dave Richards – the author of a new book called 'The Seven Sins of Innovation' – discusses technology push and other major obstacles to innovation across all industries, as well as providing some ways of overcoming these obstacles. 

Also in this 40-page edition, OTCToolbox talks to the team behind Orange OTC Research, which describes itself as "the first clinical research organisation (CRO) to focus specifically on consumer healthcare in Europe". Orange aims to increase the number of innovative OTC product claims.

Meanwhile, Imanova explains how magnetic resonance imaging (MRI) can provide compelling images and robust data to differentiate consumer healthcare products from the competition.

NEW IDEAS BETTER WAYS is the quarterly OTC Innovations review from OTCToolbox, which keeps you informed about news, views, technological developments and innovative products. It is written by OTC industry expert Deborah Wilkes, who is the Editor & Publisher of the OTCToolbox website.

Edition 4 of NEW IDEAS BETTER WAYS is available to buy and download today from the OTCToolbox website. You can make sure your team is well informed through a Multiple User Licence or a Global Licence.

Alternatively, you can obtain all editions of NEW IDEAS BETTER WAYS as part of an Annual Subscription to the OTCToolbox website (click here to find out more).

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