Kline study reveals gold standard for retailer/OTC marketer partnerships

Kline & Co. study reveals U.S. drug retailers want a more interactive relationship with OTC drug marketers.

What are drug retailers looking for from over-the-counter (OTC) drug marketers? Data from Kline's U.S. Retailers' Perceptions of OTC Drug Marketers 2008 report show that besides communication and sales support, they are looking for category leadership and a more hands-on approach at the store level. Other attributes that retailers identified are having a better appreciation for the retailer's business, valuing personal relationships, and fostering brand awareness among consumers to help keep products moving off the shelf. The Kline report is based on interviews with more than 300 executives and managers from drugstores, food stores, mass merchandisers, and other retail channels from February through April of this year.

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