FilomenaMaieseMarke.ng&BusinessDevelopmentDirectorAUSTRALIANSELFMEDICATIONINDUSTRY

What is OTC? • Over-The-Counter(OTC)Products=Nonprescrip.onMedicines

Prescrip(on74%

NonPrescrip(on[PERCENTA

GE]

S3

S2

Unscheduled

PharmacistOnly(BehindCounter)

PharmacyOnly(FrontofCounter)

Self-Selec(on(AllRetailChannels)

WhatmakesOTC

Innova(onso

challenging?

MedicinesareNOTordinaryitemsofcommerce

• Risksaregreater

• Developmenttolaunch.meislonger

• Innova.oncostsarehigher

• Morerulesapply

Thatsaid…OTCInnova(onis…

MarketDisrup(onThroughSchedule‘Switch’

New Brands/ New Categories

through ‘Prescrip(on-to-

OTC’ Switch

S4PRESCRIPTION

S3/OTCNONPRESCRIPTION

You used to need a script for: • AllergyMeds–Clartyne/Telfast/Zyrtec….• ThrushTreatments–Canestan/Diflucan….• Nico.nereplacement–NicoreVe/Nicabate….• Heartburnmedica.on–Zantac/Somac/Nexium…• ColdSoremedica.on–Zovirax….

In the future, you may not need a script for…

•  Erec.leDysfunc.on(Viagra,Cialis….)• MigraineMedica.on(Triptans)• OralContracep.vePill• UrinaryTractInfec.onAn.bio.cs• CholesterolLoweringMeds

…willDISRUPTthemarketand(re)definecategories

Innovation

2 x beFer quit rates than going it alone – Nico(ne replacement 3 out of 4 mums prefer the taste – Children's Analgesics 9 out of 10 regrow their hair aNer 16 weeks – Hair loss product

Brushing only cleans 25% of your mouth – Mouthwash category

Understandthesciencetodrivebehaviorchangingclaims

BRAND

BEROCCA–HangoverCuretoBigDaySupport

LISTERINE–150yrbrands(llgrowing

Germ Kill/Bad Breath Whole Mouth Clean/Daily Regime

Execute BIG IDEAS with EXCELLENCE

OTCADVERTISING…We’vecomealongway!

2017Don’tbePedestrian

NICABATEsocialmediacommunitytohelpqui`ers

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WOMAN’S HAIRLOSS JOURNEY

8/10REGROWHAIR

WOMEN’S REGAINE The Hairloss JourneyOwningEveryTouchpoint

NICORETTE‘NoGary’CampaignEngagingInsight-basedCommunica;on

Prescription to OTC switch Clai

ms

Brand Repositioning

BIG Ideas Executed with

Excellence

SEE MORE OTC INNOVATION AT ….

ASMIDIAMONDAWARDS‘HIGHTEA’19THOCTOBERATCONVENTIONCENTREDARLINGHARBOUR

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