Teamwork with Health Authorities to Support OTCs and Dietary - PowerPoint PPT Presentation

Teamwork with Health Authorities to Support OTCs and Dietary Supplements in Colombia The Christine Johnson, General Manager, Pfizer Consumer Healthcare, Andean Region October 8, 2015

Consumers are ready for and demanding a better self care environment. They have become increasingly adept at using various tools to self-manage common medical conditions. 64 % 88 % 92 % Feel they could be Feel confident in Like being able making more their abilities to take to have better decisions about responsibility for control of their their health and their health health wellness Source: Survey conducted by National Council on Patient Information and Education (NCPIE) and Pfizer in the U.S. in 2015 2

Colombian consumers research before they visit the doctor or buy a medicine. • 31 million people are Internet users in Colombia. • More than 100,000 health issue searches hourly in Colombia alone. • More than 9,000 hourly searches in “Pharmacy.” • 900,000 searches on analgesics, o 49% through mobile devices. • Most popular searches are related to sexuality, digestive system and mental disorders. • Mobile devices are increasing in usage, o 43% of health issue searches are through mobile devices. Source: Google Research, Colombia 3

OTCs and dietary supplements are an important tool for Colombian consumers. They help alleviate the healthcare system through prevention and self-medication of non- serious ailments, and they follow consumer habits. 3 channels 40 % L ow P rice OTCs & Dietary OTCs & Dietary Healthy OTC Supplements Supplements are sold competition enhances are 40% of the through drugstores, market & product retail market supermarkets and selection and keeps Mom & Pop stores prices low Self Medication provides multiple benefits to the consumer and the Health Care System Source: IMS, Colombia 4

Consumers in Colombia are Comfortable with OTCs Survey responses: Likely treatment approach for specific symptoms OTCs are a preferred option for addressing many common self- treatable symptoms 77.5% of 1/3 of consumers consumers surveyed in surveyed had self-medicated Colombia have self- within the past month. medicated at least once in their lives. An informed consumer can thus make better decisions. Source : “ Social, cultural and economic factors associated with self- medication,” Biomedica 2014; Source: Machado- Alba, JE. Et al. “Social, cultural and economic factors associated with self - medication,” Biomédica, Oct./Dec. 2 014 5

Ads Reach Consumers When They are Deciding Whether to Purchase – In Advance Was Your Last Purchase Impulsive or Pre-Planned? Average of 6 Latin American Countries 16% 18% 23% 23% 24% 34% Impulsive Planned 85% 82% 77% 78% 76% 66% Analgesic Fever Reducer Antifungal Antacid Muscle Pain Cough What was your main reason for purchasing an OTC? Over 95% of consumers in Latin America make OTC purchase decisions to treat a product-appropriate current or future symptom Source: ILAR/OPINAIA OTC Medicines Advertisement Study, July, 2013 6

Advertising Impact on Selection of OTC Medicines How do you find out about the OTC medicines you buy? 5,6% Advertising 30,1% Yes No Drugstore Clerk 30,0% Other People (Friend, Family) 18,2% 94,4% Doctor 16,0% Other Health Care Professional 2,8% Did the advertising you see in mass media help Other Media 2,3% you to identify the product you could take for your symptoms or illness? Internet 0,7% 0% 20% 40% 60% 80% 100% Base: 478 Base: 144 Source: ANDI Questionnaire “ Purchasing Habits and Use of OTCs ,” 2011, Colombia f OTCs, 2011, Colombia

The consumer health products industry has a responsibility to educate consumers through advertising. Responsible advertising leads to: Better-informed Consumer consumer product comprehension of choices appropriate self-care Reduction of cost to health system Reduction of sanitary risk and misuse Responsible advertising follows best practices of regional industry associations and regional and country boards of health

OTC Advertisements in Colombia are highly regulated… Yet the regulations are not adapted to a modern consumer environment Colombia • Advertising regulations come under 2004 General Advertising Resolution (4320). o Not specific for different media vehicles, digital, or modern promotional activities. o Needs to be updated. • Digital Search & Advertising developing quickly. o Approval of digital responses slow down and frustrate consumers. o Google, Banners, YouTube, Social Media 9

The OTC and Dietary Supplements Strategic Group Supports Further Growth in Colombia Mission Contribute to the consumer’s care of himself and make his life better through responsible self-medication. Objective • Facilitate the access to OTCs to reach Colombian consumers • Educate the consumer about the use of OTCs • Work closely with INVIMA , the Health Ministry and other government agencies for appropriate interpretation of laws • Encourage the reclassification of common molecules from Rx to OTC • Promote communication forums between government agencies and the industry for constructive discussions • Assure that agreements and dates are implemented 10

Overview of the Strategic OTCs and Dietary Supplements Group Formed three years ago o Includes 15 companies o Close work with INVIMA Three sub-commissions have had success 1. Advertising o Use of “new” in advertising o One-time approval of advertising pieces, proportionally adapted to different media formats o Definition of valid & current advertising end when product is renewed (also must be renewed) o Promotional units & Retail promotions do not need new pre-approval in Invima as long as they do not communicate claims 2. Rx to OTC Switch o Seven molecules approved in 2015 3. Dietary Supplements o DS definitions included in Pacific Alliance discussions (Mexico, Peru, Chile, Colombia) 11

We Are Already Seeing Results… But There is More to Be Done • Dietary Supplement Definition & law refinement • Better understanding of Advertising and Search on Digital • Reclassification of more molecules from Rx to OTC • Alignment with the Pacific Alliance on topics as they develop 12

Thank You Christine Johnson General Manager, Pfizer Consumer Healthcare, Andean Region 13