What's in Store?

Latta, Michael; Mitchell, Mark; Anderson, Thomas
September 2008
Marketing Health Services;Fall2008, Vol. 28 Issue 3, p17
Academic Journal
The article reports that for most people in the U.S., in-store promotions play a significant role in choosing which pain relief medication to buy. Most over-the-counter drug companies spend the majority of their budgets on advertising. However, if customers are more influenced by special store discounts, these drug companies can save some of their money that would be spent on advertising. This would enable them to lower the price of their products. Another primary factor in decision making is recommendations by health care professionals.


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